Generation Z Is Taking Over The Rental Market

Generation Z
Generation Z has quickly become a dominant force in the rental housing market.

Move over, Millennials, there’s a new generation in town (and they’re looking for a well-lit co-working space and pet-friendly policies). Generation Z, those born between the mid-1990s and the early 2010s, are entering their prime renting years, and they’re poised to reshape the landscape of the rental housing market.

Generation Z is the largest generation in U.S. history, with over 74 million strong. As they reach adulthood and gain financial independence, their sheer numbers alone will cause a surge in rental demand. In fact, a recent study by Apartment List found that Generation Z renters already make up the largest share of the market, surpassing Millennials for the first time.

What is Generation Z looking for?

Gen Z isn’t just a bigger wave, it’s a different kind of wave. This generation has grown up in a world of economic uncertainty and a focus on energy-efficiency, making them practical and purpose-driven in their housing choices. They prioritize affordability, sustainability, and a sense of community over McMansions and white picket fences.

So, what does a Gen Z dream rental look like? Here are a few key features:

  • Location, location, location: Walkable, bikeable neighborhoods with easy access to public transportation are key. Think trendy downtown districts over car-dependent suburbs.
  • Small but smart: Square footage isn’t everything. Gen Z values efficient use of space and smart storage solutions. Micro-apartments and co-living arrangements are gaining traction.
  • Tech-savvy living: Forget creaky thermostats and finicky light switches. Gen Z expects smart home features and seamless integration with their digital lives.
  • Sustainability matters: Eco-friendly buildings, energy-efficient appliances, and recycling facilities are a must. Gen Z wants to live green.
  • Community vibes: Shared spaces, rooftop gardens, and dog parks foster a sense of connection and belonging, which is important for a generation that values social interaction.


Gen Z’s arrival in the rental market is a game-changer. Their unique needs and preferences will force landlords to adapt and innovate. The future of renting is smart, sustainable, and community-oriented, and Gen Z is leading the charge.

If you’re a landlord, ignoring Gen Z is a recipe for empty units. Here are some tips to attract and retain these discerning renters:

  • Highlight your green initiatives.
  • Invest in smart home technology.
  • Offer flexible lease terms and co-living options.
  • Create a sense of community through events and amenities.
  • Embrace technology in your marketing and communication.

Are you thinking about buying an investment property in South Florida? We can help! Contact Natasha at Live South Florida Realty, Inc. today! Also, be sure to download our free Florida Home Search app for your smartphone or tablet.

By natasha moore

REALTOR® with Live South Florida Realty, Inc.