Every new generation has a chance to upend the status quo, introduce new ideas into the zeitgeist and radically shift the priorities of a society. Most don’t, especially when it comes to housing, where change—especially demographically speaking—has historically come at a glacial pace. Although millennials, Gen Xers and even Boomers were at times expected to make waves in how they approached housing, for the most part each of these ended up conforming to the wisdom, preferences and processes of their elders.
But could that cycle finally be broken by the newest generational shift? With Gen Z ascendent and the oldest Gen Alphas approaching adulthood, how will the “brainrot” of online subculture affect future homebuyers? And what ideas, voices, brands, prejudices and priorities are currently percolating with young people looking ahead at their housing choices? Although you don’t need to submerge yourself in the culture just to market to or work with the younger generation, knowing what is driving the next generation can give the future of your business a huge boost.
Here are four traits of the next generation that are shaping their real estate opinions, and how agents can adapt to them:
Affordability and the economy
Affordability is terrible right now, as the ratio of home prices to wages hit a record level in 2024. There is no way to gaslight younger folks about this grim reality—they are well aware that their parents and grandparents (for the most part) had a much easier time purchasing a home. Another recent poll found almost a third of Gen Zers are living with their parents, largely due to unaffordable and unavailable housing. Social media platforms like TikTok are inundated with videos showing how this housing crisis has gotten worse, or promoting often extreme (and unworkable) “house hacks” for how to overcome these challenges.
As an agent or broker, the last thing you want to do is ignore this reality. If you’re marketing to or chatting with prospective younger buyers, don’t be afraid to validate that the 2025 market is not the same as the 1975 market—while also pointing out there are still plenty of viable paths to homeownership. You can position yourself as someone with both empathy and authority by making sure you not only understand the current market, but the context and history, and can explain it in a way that speaks to the struggles of younger folks.
Brands, platforms and trust
Another way that the younger generations are skewing historically is in how they view brands. A poll last year found that Gen Z has significantly lower trust in brands overall, and are especially distrustful of large corporations or legacy brands. Along with that, younger generations are less loyal, with another recent study finding Gen Z consumers are generally open to switching brands or products, also being susceptible to so-called “de-influencing,” relying on negative reports or comparisons to make choices.
What does this mean for a real estate agent? You may have to take a different long-term approach to appealing to the next generation of buyers and sellers, differentiating from the companies and narratives that they are already tired of. Make sure your brand, franchise and mission are aligned, as younger generations are more apt to quickly research (and judge) your business and affiliations. And don’t be afraid to experiment with sharper, specific and value-based marketing pitches, with Gen Z more driven by trust and authenticity compared to previous generations.
Visuals, stimulation and “gamification”
Raised online with almost unlimited access to information and entertainment, the next generation of buyers and sellers process the world in a very different way, at least superficially. Often absorbing their news in 140 characters or less and entertainment three screens at a time, Gen Z and Gen Alpha are maximalists in what they want to stimulate them. Marketing researchers have also noted the prevalence of “gamification,” or turning tasks and processes into videogame-like challenges, as effective in engaging younger folks.
As a real estate agent, you have to be extremely cautious in how you engage with young folks along these lines, as trying something that isn’t authentic can quickly backfire. But you can definitely take some basic steps, like crafting copy in short, discrete paragraphs, adding bright visual elements to your marketing and keeping video content shorter with TikTok-style jump cuts. And if you want to cultivate and nurture Gen Z leads, consider adding an interactive element to your marketing—something that goes beyond a poll or contest—that will keep younger people engaged with thoughts of homebuying or selling
“Experiences” and individuality
While the stereotype is that younger folks spend all their time online, the reality is that the younger generations are very interested in getting out and doing things—possibly more so than Millennials. But importantly, Gen Z wants their experiences to be unique, and to be experiences—something they can remember and tout to their friends. That includes unique keepsakes, interactivity (especially digitally or on social media) and elements that speak to their unique identities.
If you are hoping to get Gen Z folks to show up to your events, you are almost certainly going to have to brainstorm and go beyond a homebuying seminar or client appreciation dinner. Find ways to give younger folks something to show off to their online followers—something ”Instagrammable.” And if you’re looking for a way to add value, consider crafting something more personal—customizable keychains for their future house, for instance—or a way for them to score “aura points” with interactive activities.
It might turn out that as Gen Z and Gen Alpha consumers get older, they end up skewing closer to previous generations in terms of preferences and behaviors. But it is not certain that this next wave of buyers and sellers will follow in the footsteps of previous generations. With Gen Z slated to enter their prime homebuying years by the end of the decade, and the untapped Generation Alpha ready to make their mark, don’t miss out on important adaptations to ensure your business appeals to the next generations.
