Generation Z is now a major force in real estate—both as first-time buyers and as employees. Understanding their preferences and expectations is essential for brokerages who want to stay competitive in talent acquisition and client services.
As clients, Gen Z brings distinct priorities. Digital-first experiences are non-negotiable. A stunning 78% of Gen Z homebuyers begin their search online, and 85% expect virtual tour options. Social media plays a crucial role: 70% discover properties through Instagram, TikTok, or YouTube. Agents who create compelling social content gain organic reach that would be expensive to buy through traditional advertising.
Sustainability matters deeply to this generation. Energy efficiency, green certifications, and proximity to public transit influence purchase decisions. Agents who can speak knowledgeably about environmental features have an advantage with Gen Z clients.
But Gen Z's impact extends beyond the buyer's table. As employees, they're reshaping workplace expectations in real estate. Work-life balance, flexibility, and company values all factor heavily into employment decisions. The traditional "always available" culture of real estate conflicts with Gen Z's boundaries around personal time.
Technology proficiency is a given for this generation. New agents from Gen Z often bring social media marketing skills that senior agents lack. However, they may need mentorship in negotiation tactics and market knowledge that comes from experience.
The brokerages thriving with Gen Z—whether as clients or employees—share common traits: strong digital presence, authentic values commitment, and flexibility in how work gets done. Those clinging to traditional models risk becoming irrelevant to a generation that will dominate the market for decades.