November 30, 2025

How younger buyers expect digital-first experiences The demographic landscape of home buying is shifting beneath our feet. For decades, real estate marketing relied on a standard formula: newspaper ads, billboards, cold calls, and scheduled open houses. But as Generation Z (those born between 1997 and 2012) enters the rental and housing market, that formula isn’t just outdated—it is invisible to them. At IREADA, we have observed that Gen Z is the first truly “digital-native” generation. They have never known a world without the internet. For real estate professionals, this means that a “digital-first” strategy is no longer an optional add-on; it is the baseline requirement for survival. Here is how real estate marketing has changed and what you need to do to capture the attention of the next generation of homebuyers. 1. The Death of the “Call Me for Details” Era If your marketing strategy relies on forcing a user to call you to find out the price or location of a property, you have already lost the Gen Z buyer. This generation values autonomy and instant gratification. They view phone calls as intrusive and inefficient. They want to consume all the relevant data price, floor plan, HOA fees, and location before they ever speak to a human. The Strategy Shift: 2. Vertical Video is the New Listing Photo Static images are no longer enough. Gen Z has been raised on TikTok, Instagram Reels, and YouTube Shorts. They process information visually and vertically. They don’t just want to see what the kitchen looks like; they want the “vibe” of the home. They expect immersive video tours that feel authentic, not overly produced commercials. The Strategy Shift: 3. Social Proof is Your New Resume Gen Z trusts peers more than brands. Before they book a viewing, they will stalk your digital footprint. They will check your Google Reviews, your Instagram tagged photos, and your LinkedIn. If your social media presence is a ghost town, or if you have zero reviews, you are perceived as risky. They are looking for “social proof” that you are a legitimate, relatable, and trustworthy expert. The Strategy Shift: 4. The “Mobile-Only” Expectation We used to talk about “mobile-friendly” websites. For Gen Z, it is “mobile-only.” If your property listing requires pinching and zooming to read text, or if a virtual tour doesn’t load instantly on a 5G connection, they will bounce. The user experience (UX) of your website must be as seamless as the apps they use daily (Uber, Amazon, Spotify). The Strategy Shift: 5. Authenticity Over Sales Tactics The “Always Be Closing” sales aggression of the 90s and 2000s repels younger buyers. Gen Z has a highly tuned radar for inauthenticity. They dislike being sold to, but they love being helped. They prefer agents who show their personality, admit when a property might not be right for them, and act as consultants rather than gatekeepers. The Strategy Shift: Conclusion Is your strategy ready for Gen Z? If you are still hoarding information, relying on phone calls, and ignoring video, the answer is no. The good news is that adapting to Gen Z doesn’t require a bigger budget; it requires a shift in mindset. It demands transparency, speed, and a willingness to meet these new buyers where they already are. Stay tuned to IREADA for more insights on real estate trends, marketing strategies, and industry updates.