How to Market to Gen Z Tenants: A Landlord's Complete Guide

By PropsManager Team · Leasing & Marketing · Sep 03, 2025

Here's a wake-up call for every landlord still relying on yard signs and newspaper classifieds: Gen Z—those born between 1997 and 2012—now represents roughly 30% of all new lease signings nationwide. That number climbs every single month. And if your marketing strategy hasn't evolved to meet them where they actually live (hint: it's their phone screens), you're hemorrhaging potential tenants to the landlord down the street who figured this out two years ago.

I've watched property owners lose $2,000–$4,000 in vacancy costs per unit simply because their listing process felt like it was built in 2009. No virtual tour. No mobile-friendly application. A response time measured in days instead of minutes. Gen Z doesn't tolerate friction. They grew up swiping, tapping, and expecting results before the page finishes loading. If you want their rent checks—and trust me, you do, because this generation is 68 million strong—you need to fundamentally rethink how you attract, engage, and close them.

Let's break down exactly how to do that.

Understanding Who Gen Z Renters Actually Are

Before you can market to Gen Z, you need to understand what makes them tick. This isn't millennials 2.0. They're a genuinely different cohort with distinct priorities.

The Numbers That Matter

According to a 2024 RentCafe study, Gen Z renters spend an average of $1,480/month on rent and are more likely than any previous generation to rent long-term rather than buy. Homeownership rates for adults under 25 have dropped to just 24%, down from 32% two decades ago. That means your rental pipeline isn't just growing—it's becoming your primary revenue channel for the foreseeable future.

Gen Z also moves more frequently. The average tenancy for a Gen Z renter is 14 months, compared to 22 months for millennials and 28 months for Gen X. That higher turnover means marketing efficiency matters more than ever. You can't afford a 45-day vacancy between tenants when turnover happens more often.

What They Value (It's Not What You Think)

Forget granite countertops. Here's what actually moves the needle for Gen Z renters:

• Reliable high-speed internet — 87% rank this above in-unit laundry
• Smart home features — Smart locks, smart thermostats, keyless entry
• Online everything — Applications, rent payments, maintenance requests
• Sustainability — Energy-efficient appliances, recycling programs, EV charging
• Flexibility — Shorter lease terms, pet-friendly policies, co-living options
• Safety and transparency — They'll Google you, read reviews, and check your digital footprint before they even schedule a tour

Understanding these priorities is step one. Now let's talk about how to build a marketing funnel that converts them.

Go Mobile-First or Go Home

This isn't optional. It's not a "nice to have." If your rental listing, application process, or communication system isn't optimized for mobile, you've already lost roughly 78% of Gen Z prospects before they ever see the inside of your unit.

Your Listing Must Load in Under 3 Seconds

Gen Z has an average attention span of 8 seconds for digital content. Your Zillow listing, your website, your Apartments.com profile—if it takes more than 3 seconds to load on a phone, they're gone. That $1,200/month one-bedroom you spent $15,000 renovating? They'll never see the photos.

Compress your images. Use a responsive website template. Test your listings on an actual phone, not just your desktop browser.

The Application Process Is Your Conversion Point

Here's where most landlords blow it. You've got a great listing. Beautiful photos. The prospect is interested. Then you hit them with a PDF application they need to print, fill out by hand, scan, and email back. Game over.

Gen Z expects to complete a rental application on their phone in under 10 minutes. That means digital forms, auto-fill compatibility, the ability to upload documents by taking a photo, and instant confirmation that the application was received.

Platforms like PropsManager let you set up fully digital, mobile-optimized application workflows that handle everything from initial inquiry to lease signing—without a single piece of paper changing hands. That's not just convenient for tenants; it cuts your processing time in half.

Visual Marketing: Instagram-Quality or Nothing

Gen Z is the first generation that grew up entirely on visual social media. They were scrolling Instagram at 12 and making TikToks at 14. Their expectations for visual content are absurdly high—and that directly impacts how you need to present your properties.

Professional Photography Is Non-Negotiable

I used to think my iPhone photos were "good enough." They weren't. When I switched to professional photography for my listings, my inquiry rate jumped 40% in the first month. That's not an exaggeration.

For a typical unit, expect to pay $150–$300 for a professional photo shoot. For that investment, you'll get 20-30 high-quality images that make your property look its absolute best. Compare that to the $1,500+ you lose for every week a unit sits vacant. The math isn't even close.

Video Tours and Virtual Walkthroughs

This is the differentiator. According to Zillow's 2024 Consumer Housing Trends Report, listings with video tours receive 87% more inquiries than those without. For Gen Z specifically, that number jumps to 115%.

You don't need a Hollywood production. A steady, well-lit 60-90 second walkthrough filmed on a recent smartphone works perfectly. Start at the front door, move through each room naturally, and highlight the features that matter: the kitchen layout, closet space, natural light, the view from the balcony.

Post these on YouTube, embed them in your listings, and share them on social media. One video tour can work across every platform.

TikTok and Instagram Reels

Yes, seriously. Landlords who post short-form video content on TikTok and Instagram are seeing massive engagement. A 15-second "apartment tour" reel can reach 10,000–50,000 people organically. That's free marketing with better targeting than a $500 Facebook ad.

Keep it authentic. Gen Z can smell overly polished corporate content from a mile away. Quick, honest tours with natural lighting and genuine narration outperform slick productions every time.

Speed Kills (Vacancy, That Is)

Gen Z expects instant communication. Not "within 24 hours." Not "by end of business." Instant. A 2024 Apartment List survey found that 63% of Gen Z renters will move on to another listing if they don't receive a response within one hour of their initial inquiry.

One. Hour.

Automate Your First Response

You cannot personally respond to every inquiry within 60 minutes. That's just reality. But you absolutely can set up automated responses that acknowledge the inquiry, provide key information, and schedule a showing—all without you lifting a finger.

With PropsManager's automation features, you can configure instant auto-responses that include:

• A personalized greeting with the prospect's name
• Key property details (rent, deposit, move-in date, pet policy)
• A link to schedule a self-guided or virtual tour
• A direct link to the online application

That automated response buys you time to follow up personally within a few hours, while ensuring the prospect doesn't bounce to a competitor in the meantime.

Self-Guided Tours Are a Game Changer

Smart lockboxes and self-guided tour platforms let prospects view your property on their schedule—not yours. Gen Z loves this. They can tour at 8 PM on a Tuesday without coordinating schedules with anyone. You can even set up the PropsManager platform to automatically send tour instructions and follow-up messages.

The result? Faster lease-ups, fewer no-shows, and a tenant experience that feels modern and frictionless from day one.

Social Proof: Reviews Are Your New Referral Network

Gen Z trusts online reviews as much as personal recommendations. Actually, more. A 2024 BrightLocal survey found that 91% of 18-24 year olds trust online reviews as much as—or more than—recommendations from friends and family.

Claim and Optimize Your Google Business Profile

If you manage multiple properties, each one should have its own Google Business profile with:

• Accurate address, phone number, and hours
• Professional photos of the property and common areas
• A direct link to your application page
• Regular posts and updates

This costs you nothing and shows up in local search results when Gen Z renters Google "apartments near me" or "rentals in [your city]."

Actively Solicit Reviews

Happy tenants won't leave reviews unless you ask. Period. Build a review request into your tenant communication workflow. After a maintenance request is completed quickly, send a follow-up asking for a Google review. When a tenant renews their lease, ask them why they stayed and request permission to share their feedback.

Aim for a minimum 4.2-star rating. Anything below 4.0 is a red flag for Gen Z renters, and they will skip your listing entirely.

Respond to Every Review—Especially the Bad Ones

How you respond to negative reviews matters more than the review itself. Gen Z respects transparency and accountability. A thoughtful, professional response to criticism shows you care. Ignoring it—or worse, getting defensive—confirms their worst suspicions.

For more detailed strategies on managing your online reputation, check out our guide on how to respond to negative online reviews.

Tech Amenities That Gen Z Actually Cares About

Stop spending $3,000 on stainless steel appliances and start investing in the tech that Gen Z tenants actually prioritize. Here's what moves the needle, ranked by impact on leasing decisions.

Gen Z Amenity Priority Comparison

Notice something? Four of their top five priorities are technology-related. The message is clear: invest in connectivity and smart home features before you invest in cosmetic upgrades.

Online Rent Payment Isn't a Perk—It's a Requirement

78% of Gen Z renters say they would not rent from a landlord who only accepts checks or money orders. Let that sink in. If you're still collecting paper checks, you're eliminating more than three-quarters of the fastest-growing renter demographic from your prospect pool.

Tools like PropsManager make setting up online rent collection straightforward—ACH transfers, credit card payments, and automatic payment reminders all in one dashboard. Your tenants pay on time more often, and you spend zero hours chasing down late checks.

Marketing Channels That Actually Reach Gen Z

You need to be where they're looking. Here's the breakdown of where Gen Z renters search for apartments, based on combined data from Apartment List and Zillow's 2024 reports:

1. Zillow / Apartments.com / Rent.com — 72% start here
2. Google Maps / Google Search — 68% use local search
3. Facebook Marketplace — 47% browse here (yes, still)
4. Instagram — 38% discover properties through Instagram
5. TikTok — 29% have found listings through TikTok
6. Word of mouth / referrals — 25%
7. Craigslist — 18% (declining rapidly)

If you're only listing on one or two platforms, you're leaving money on the table. Syndicate your listings across every relevant channel. If you need tips on maximizing your reach on the most popular platforms, read our post on how to market your rental property on Craigslist and Zillow.

Lease Flexibility and Transparent Pricing

Gen Z hates hidden fees. Hates them. A 2024 Avail survey found that surprise move-in costs are the #1 complaint among renters under 27. Be upfront about every dollar.

Publish Your Full Cost Breakdown

Don't make them guess. Your listing should clearly state:

• Monthly rent
• Security deposit amount
• Application fee
• Pet deposit / pet rent (if applicable)
• Utilities included or estimated costs
• Parking fees
• Any move-in specials or concessions

Transparency builds trust. And trust converts browsers into applicants.

Consider Flexible Lease Terms

Gen Z's career paths are less linear. Remote work, gig economy jobs, and frequent relocations mean rigid 12-month leases don't always fit. Consider offering:

• 6-month lease options (at a modest premium)
• Month-to-month conversion after the initial lease term
• Early termination clauses with reasonable buyout fees
• Subletting provisions

For a deeper dive into structuring flexible lease arrangements, check out our comparison of month-to-month vs. fixed-term leases.

Building Community and Retention

Attracting Gen Z is one thing. Keeping them is another. Remember, their average tenancy is just 14 months. Every month you extend that number saves you turnover costs—typically $2,500–$4,000 per unit when you factor in vacancy loss, cleaning, repairs, and remarketing.

Create a Sense of Belonging

Gen Z values community more than previous generations of renters. Small touches make a difference:

• A welcome package with local restaurant recommendations and neighborhood tips
• A resident group chat or community app for building-wide communication
• Occasional community events (even simple ones like a monthly coffee meetup in the lobby)
• Quick, responsive maintenance service that shows you actually care about their living experience

Use Technology to Stay Connected

Regular digital communication keeps you top of mind and builds the relationship. Monthly newsletters with building updates, local events, and maintenance schedules show professionalism without being intrusive.

PropsManager's tenant communication tools make this effortless—automated check-ins, maintenance updates, and renewal reminders all run on autopilot while feeling personal.

The Gen Z Marketing Checklist

Before you list your next vacancy, run through this checklist:

• Listing is mobile-optimized and loads in under 3 seconds
• Professional photos (minimum 15-20 per unit)
• Video tour available (60-90 seconds minimum)
• Online application process (10 minutes or less to complete)
• Auto-response system for inquiries (under 1 hour response time)
• Self-guided tour option available
• Google Business profile claimed and optimized
• At least 10 Google reviews with 4.2+ star average
• Online rent payment enabled
• All costs and fees transparently listed
• Listed on minimum 3 rental platforms
• Smart lock or keyless entry installed
• Social media presence (at minimum Instagram)

If you can check every box, you're positioned to capture the Gen Z rental market. If you're missing more than three, you're likely losing prospects to competitors who have this dialed in.

Explore More PropsManager Resources

Looking for the right property management software? Check out our in-depth guides:

• Compare Property Management Software — See how PropsManager stacks up against Buildium, AppFolio, Rent Manager, and Propertyware.
• Software for Small Landlords — Built for landlords managing 1–50 units without the enterprise price tag.
• AI-Powered Property Management — Discover how automation can save you 5–10 hours per week.
• Solutions for Property Managers — Scale from 50 to 500+ units without scaling your costs.

Frequently Asked Questions

What social media platform is best for marketing rentals to Gen Z?

Instagram delivers the best overall ROI for rental marketing. It supports photos, video tours via Reels, Stories for behind-the-scenes content, and direct messaging for inquiries. TikTok is growing fast for property discovery but converts less directly. Start with Instagram, then expand to TikTok once you've built a content rhythm. Facebook Marketplace also remains surprisingly effective for actual lease inquiries, even among younger renters.

How much should I budget for marketing to Gen Z tenants?

For a single rental unit, budget approximately $400–$700 per vacancy. That breaks down to roughly $200 for professional photography, $50–$100 for premium listing placements on Zillow or Apartments.com, and $100–$300 for targeted social media ads. The real ROI comes from reducing vacancy time—cutting even one week of vacancy on a $1,500/month unit saves you $375, which nearly covers the entire marketing budget.

Do Gen Z renters care about in-person property tours?

They do, but not as the first step. Most Gen Z renters want to virtually narrow their options to 2-3 properties before scheduling any in-person visits. Offering video tours, 3D walkthroughs, or even a detailed photo gallery with floor plans lets them self-qualify before committing their time. Self-guided tours using smart lockboxes have become especially popular because they let prospects visit on their own schedule without the pressure of a landlord hovering nearby.

Is it worth offering smart home features to attract Gen Z?

Absolutely. A 2024 National Apartment Association survey found that properties with smart home features lease 23% faster and command $25–$75/month in rent premiums compared to identical units without them. A $200 smart lock and a $150 smart thermostat can pay for themselves within 3-5 months through higher rent and faster occupancy. It's one of the highest-ROI upgrades you can make right now.

How do I get more online reviews from Gen Z tenants?

Timing is everything. Ask for reviews immediately after a positive interaction—a quick maintenance fix, a smooth move-in experience, or a lease renewal. Send a direct link to your Google review page via text message (not email—Gen Z opens texts at a 98% rate vs. 20% for email). Keep the ask simple: "Hey [name], glad we got that fixed quickly! If you have 30 seconds, a Google review helps us a ton: [link]." Offering a small incentive like a $10 coffee gift card doesn't hurt either, as long as you're compliant with the platform's review policies.

Start Winning Gen Z Tenants Today

The rental market is shifting fast. Gen Z isn't some future consideration—they're signing leases right now, and they're choosing landlords who meet their expectations for speed, technology, and transparency.

The good news? Most of these changes aren't expensive. They're operational. A better listing process. Faster response times. A mobile-friendly application. Online rent payments. These aren't luxury upgrades—they're the baseline for competing in today's market.

PropsManager gives you every tool you need to modernize your tenant experience—from digital applications and automated communications to online rent collection and maintenance tracking. Check out our pricing to find a plan that fits your portfolio, or request a demo to see how it works in action.

The landlords who adapt now will fill vacancies faster, retain tenants longer, and build the kind of reputation that markets itself. The ones who don't? They'll be wondering why their "perfectly good" units are sitting empty while the building next door has a waitlist.

Don't be that landlord.