Multifamily Leasing Tips: Understanding Your Gen Z Audience

How to use authentic marketing, and technology to attract and retain Generation Z renters to your properties.
August 9, 2018
Marketing

Who is Generation Z?

We all think we know our target audience, but what if that target keeps changing? Today’s take away is that your audience is changing, and your technology is going to have to keep up. Fasten your seat belts and get ready to welcome Generation Z to your multifamily marketing plan and customer service efforts.

Generation Timeline

Gen Z typically refers to those born between the mid-1990s and the mid-2000s. Their population surpasses both the millennials and the baby boomers, according to the US Department of Health and Human Services.

By 2020, 40% of all consumers will be from this generation (Fast Company).

Gen Z is the first group of people to be exposed to technology their entire lives. With that technology becoming increasingly compact and more affordable, it isn’t unusual to hear that this generation had a cell phone in their pre-teen years and was proficient in basic computer usage at an even younger age. Smartphones have become their window to the world, in addition to their social connection.

Tweaking Your Multifamily Marketing Plan

Your marketing efforts need to tell a story that fits in with their life, and it’s even better if your story is shareable. Help them help you by creating content that they can upload and share on their multiple media channels. Visuals are key, but a three-second ad or video is better than the soon-to-be antiquated 30-second plug. And stay away from fluff and obvious sales tactics—with this generation it’s all about authenticity.

Market to Gen Z with engaging video

Gen Z can scan the internet for an answer to their housing needs, formulate a quick connection if the community’s marketing story is fast and relevant, make a judgment based on reviews, and reach out--all within a few minutes. If you can’t keep up, you might as well give up. This means lightening quick response time is a necessity, not an option. Utilizing a CRM (Customer Relationship Management) app that is available through your mobile device or your desktop is crucial to ensure that you are available to respond as soon as the call, email, or the more likely text comes in. Training text message etiquette to your apartment leasing professionals is now more crucial than ever to keep up with faster communication demands.

Leasing Agent Goals: Measuring Response Time

Generation Z doesn’t expect instant answers, but they insist on instant acknowledgment. Don’t expect them to be waiting for your call if you haven’t responded within the day—they have moved on.

The good news is that there are relatively inexpensive and readily available technologies that can be used as part of your leasing agent’s daily processes. These technologies can allow you to more easily compete for Generation Z’s attention. After all, they are bombarded with digital content by the minute and have short patience for those who are not able to keep up.

73% expect a response within a day or less

Communication and speed are key, so invest in a CRM or other lead management tool that helps your leasing professionals do their job. But your responsibility doesn’t end once that fast-moving prospect has become a resident. This new resident is now a partner of your reputation. You will need to bridge the gap between technology and the human element by building an authentic, sustainable relationship. Follow-through on the story you have created with your new resident through consistency of service, communication, and image. You might also want to sharpen up those “social handles” and freshen up those tweets and text messages. You have a new generation to meet!

Want to learn more about CRM software for managing your Gen Z leads? Check out leasehawk.com/crm.

Learn More

Ready to see LeaseHawk in action?

Fill out this form to learn more.

Related Posts

Marketing

Your Season-by-Season Apartment Marketing Guide

Apartment marketing tips and messaging strategies for the spring, summer, fall, and winter seasons. Maximize your sales year-round with this guide.

August 16, 2018
Marketing

How to Implement Apartment Call Tracking Without Affecting Your SEO

Learn how to maintain your website's search engine optimization (SEO) while using call tracking with dynamic number insertion (DNI). Make your call tracking and SEO efforts work in harmony.

August 16, 2018
Marketing

Track Calls to Leases in 3 Easy Steps

Quick, which ad sources generate the most calls to your multifamily property? What about prospects? Leases? If you don’t know, you could be wasting money on advertising that isn’t paying off. Here’s 3 easy steps you can use to track calls to leases!

August 16, 2018
Events

Top Tips for Attending the 2018 OPTECH Conference & Exposition

The NMHC OPTECH Conference and Exposition, November 14 – 16, is one of the industry’s leading multifamily conferences. With these tips and must-do activities, be prepared for an insightful and informative conference.

November 7, 2018
Events

LeaseHawk at OPTECH: How Fast Is Your Leasing Team?

Join LeaseHawk at the Marketplace Stage during the 2018 NMHC OPTECH Conference & Exposition. Presenting: How Fast Is Your Leasing Team? LeaseHawk Knows. Learn three practices to measure your leasing team’s communication performance, as well as see our latest business intelligence developments.

November 1, 2018
Tech

Your Guide to Understanding Artificial Intelligence

A technical guide for discovering the constantly evolving world of AI (Artificial Intelligence) and how the technology is used to advance business performance for the multifamily industry and beyond.

October 25, 2018

Join Our Newsletter

Get the latest multifamily news, how-to's, infographics and more delivered right to your inbox.