“Kari, five years ago, you wrote about how Millennials were reshaping the rental market. Now, Gen Z is coming in full force—how are their priorities different, and what do property managers need to do to keep up?”

Five years ago, I published an article about renting to Millennials—how they prioritize convenience, tech, and community-driven amenities. Now, it’s time to talk about Gen Z renters, who are entering the housing market with their own unique demands. While Millennials set the stage for modern apartment living, Gen Z is redefining it. Let’s break down how these two generations compare when it comes to renting preferences.

Millennials vs. Gen Z: What’s Changed in Apartment Living?

Category	Millennials (Then)	Gen Z (Now)
Pet-Friendly Living	Loved their pets—73% had one and demanded pet-friendly properties. Dog runs, pet spas, and pet perks were major selling points.	Still love pets, but want even more seamless pet-friendly policies. Expect no breed restrictions, community pet events, as well as app-based pet services.
Technology & Connectivity	Wanted high-speed internet, online rent payments, and mobile-friendly leasing processes.	Demand mobile-first everything—instant leasing, AI-powered chat support, and smart home automation that works with their apps.
Amenities & Lifestyle	Valued co-working spaces, coffee bars, fitness classes, and rooftop lounges with great views.	Focused on experiences—wellness, mental health support, social-centric event spaces, and climate-conscious amenities.
Community & Social Interaction	Desired event-driven communities (yoga classes, tenant mixers, curated social gatherings).	Engage more through digital communities—building-wide Discord servers, TikTok collaboration spaces, and AI-moderated forums.
Transparency & Trust	Asked a lot of questions and valued detailed, upfront lease info.	Expect 100% transparency—no hidden fees, instant online reviews, and seamless communication from property managers.
Sustainability & Ethics	Appreciated energy-efficient appliances and recycling programs but didn’t always prioritize them.	Actively seek eco-conscious living—electric vehicle chargers, ethical leasing practices, and zero-waste community initiatives.

How to Adapt Your Marketing Strategy for Gen Z

1. Be Authentic in Your Messaging

Gen Z is highly skeptical of traditional advertising. Instead of polished property brochures, use real tenant testimonials, behind-the-scenes property tours, and interactive social media content.

2. Make the Leasing Process Digital-First

Millennials loved online payments, but Gen Z expects instant digital processes—from lease signing to maintenance requests. If your property isn’t optimized for mobile-first leasing, AI chat support, and smart tenant portals, you’re missing out.

3. Prioritize Sustainability & Social Responsibility

What was a nice-to-have for Millennials is now a dealbreaker for Gen Z—they want green-certified buildings, ethical renting policies, and energy-efficient amenities.

4. Build Engaging Digital Communities

Millennials thrived in in-person tenant events. Gen Z prefers interactive online groups—think Discord servers for tenants, TikTok collab spaces, and gamified community engagement.

5. Offer a Customizable Living Experience

Millennials loved perks like rooftop lounges and coffee bars. Gen Z goes even further—offering personalization options for decor, smart home integrations, and tenant-driven event programming will make your property stand out.

The Bottom Line: Gen Z Renters Are Changing the Game

Millennials laid the groundwork for modern apartment living, but Gen Z has higher expectations, sharper digital instincts, and stronger demands for authenticity and sustainability.

To attract them, property managers must evolve beyond traditional marketing and embrace a fully connected, personalized, and eco-conscious approach.

It’s not just about renting them a space—it’s about offering a living experience that aligns with their values, lifestyle, and digital-first mindset.

Written by Kari Negri, Chief Executive Officer, SKY Property Management

Name any aspect of the complex world of property management and Kari Negri has been at the forefront, forging new ground, fighting for the rights of property owners and tenants alike, adding value, and making a significant difference. With a strong background in management, Kari founded SKY Properties, Inc. in 1997 to offer hands-on, boutique-level property management at a competitive price for multi-tenant property owners. Do you have a question for me? Please send your questions and comments to me at Kari@SKYprop.LA.