Gen Z Homebuyers: 12 Essential Strategies for Agents in 2025

May 02, 2025

Move over millennials—Gen Z has officially entered the real estate market. Born between 1997-2012, this digitally-native generation now represents 3% of homebuyers and the largest share of single buyers according to the 2025 NAR Generational Trends Snapshot. With distinctive preferences and a research-driven approach, they're reshaping how agents need to do business.

Action step: Review your digital presence through the lens of a Gen Z buyer. Is your content educational, visually compelling, and available on the platforms they frequent?

Gen Z By The Numbers: Why They Matter Now

Gen Z's global purchasing power has reached $450 billion and is projected to hit $12 trillion by 2030. Despite economic headwinds, BMO's Real Financial Progress Index shows 69% of Gen Z views homeownership as a significant life aspiration—higher than the national average of 66%.

However, 61% of Gen Z renters feel less confident about their homeownership prospects than five years ago. This creates a perfect opportunity for agents who understand their unique approach.

Understanding Gen Z's Homebuying Mindset

Financial Asset vs. Emotional Purchase

Unlike previous generations, Gen Z views homes primarily as financial assets rather than emotional purchases. Many see property ownership as an investment opportunity—with 42% planning to keep their first home as a rental property when they upgrade, as reported by NAR Magazine.

Patience for the Right Opportunity

Rather than rushing, 69% of Gen Z renters are waiting for interest rates to drop before purchasing. Unlike millennials who embraced "starter homes," 66% of Gen Z renters believe the buy-small-then-upgrade approach "makes no sense anymore," according to BMO's 2025 survey.

Alternative Paths to Ownership

Gen Z is embracing creative solutions to affordability challenges:

  • 57% would consider "co-buying" with friends or non-romantic partners

  • 63% are open to purchasing "fixer-uppers" that need renovation

  • 56% would relocate to a different state to afford homeownership

  • 60% of Gen Z homeowners relied on family financial support to purchase

AGENT STRATEGIES
12 Actionable Strategies for Targeting Gen Z Buyers

1. Emphasize Financial Benefits First

Highlight ROI, appreciation potential, and rental income possibilities rather than emotional appeals. Exploding Topics research shows Gen Z responds to data-driven analysis of homes as investment vehicles.

2. Showcase Properties Through Short-Form Video

41% of Gen Z prefers discovering products through short-form video according to HubSpot's marketing data. Create TikTok and Instagram Reels content showcasing properties—they're researching homes on these platforms before contacting agents.

3. Provide Comprehensive Digital Resources

Gen Z conducts extensive research before engaging with professionals. 47% use YouTube to research properties, and 42% find homes by searching the web according to Survey Monkey. Develop robust digital content libraries addressing their concerns.

4. Position Yourself as a Consultant, Not Just an Agent

What Gen Z lacks in experience, they make up for in research, NAR Magazine reports. They value agents who can interpret information and provide guidance beyond transactions—connecting them with financial advisors, attorneys, and loan officers.

5. Include Parents in the Process

With 60% of Gen Z homeowners receiving family financial support, include parents in conversations from the beginning. Create communication channels that respect Gen Z's independence while acknowledging parental input.

6. Focus on Walkability and Functionality

Gen Z prioritizes walkable locations near amenities over square footage. Highlight proximity to bars, grocery stores, and restaurants—many don't own cars and value convenience over space, according to multiple real estate experts.

7. Emphasize Low-Maintenance Living

With busy careers and travel aspirations, Exploding Topics found Gen Z buyers often prefer properties without lawn care, snow removal, or major maintenance concerns.

8. Highlight Smart Home Technology

Tech-integrated homes appeal strongly to this digital-native generation. Showcase smart thermostats, security systems, and other connected features that align with their tech-centric lifestyle.

9. Present Flexible Spaces for Remote Work

Gen Z values homes that can adapt to their work-from-home needs. Demonstrate how spaces can function for both living and professional purposes.

10. Address Climate Concerns

65% of Gen Z believes climate risks will impact their living choices in the next five years according to BMO's 2025 survey. Be prepared to discuss insurance costs, environmental considerations, and sustainability features.

11. Showcase Instagram-Worthy Features

Aesthetic appeal matters—42% of Gen Z is influenced by visual appearance when making purchases, Emplifi's research reveals. Highlight design elements and features that photograph well for social sharing.

12. Use Humor in Marketing

31% of Gen Z is more likely to make purchases from brands using humor in marketing. Incorporate authentic, relatable humor into your content strategy to stand out.

The Bottom Line for Agents

Gen Z may be young, but they're approaching homebuying with sophisticated research skills and long-term investment mindsets. Agents who adapt to their preferences for digital resources, financial analysis, and consultative relationships will capture this growing market segment as they become an increasingly dominant force in real estate.