How To Market Properties to Gen Z

Struggling to get Gen Z interested in your property listings? You’re not alone. 

Marketing to Gen Z can feel like trying to sell a house with no pictures. PropertyBox is here to help with some essential tips to make your listings Gen Z-ready.

Gen Z, born between 1997 and 2012 (making them 28 to 13 years old), is growing up fast. Many are entering the rental market, and some are even stepping onto the property ladder. That means estate agents need to adapt their strategies now if they want to capture the attention (and trust) of this tech-savvy group.

In this blog, I’ll break down the key mistakes agents often make when trying to market to Gen Z and how to fix them with simple tactics.

Mistake 1: Outdated Visuals & Dull Aesthetics

Gen Z lives online. They’ve grown up with Instagram, YouTube and now TikTok. If your listing photos look like they were taken with a potato in 2009, they’re scrolling past.

How To Fix Outdated Visuals

• Use high-quality, well-lit images with modern styling.
• Embrace vertical video and short clips on social media platforms.
• Showcase properties with a lifestyle focus and not just empty rooms.
• Use tools like PropertyBox or editing apps to enhance images, remove clutter, and add flair.

💡 Bonus tip: Add a quick PropertyBox Social Media Campaign to attract and cater to mobile users.

Mistake 2: Ignoring Social Media as a Channel

You can’t market to Gen Z effectively if you’re not where they spend time. Spoiler alert: that’s not your agency’s website or Rightmove alone.

How To Reach Gen Z Where They Are

• Use Instagram Reels and TikTok to showcase new listings.
• Create behind-the-scenes content: home tours, renovation highlights, and “before and after” clips.
• Don’t be afraid to use memes, trending audios, or humour to boost engagement (avoid being too cringe).
• Use paid Instagram or TikTok ads targeted to specific postcodes or interests.

Gen Z expects authenticity so don’t be too polished. Keep your tone casual and light hearted.

Mistake 3: Overlooking Values and Lifestyle

Gen Z doesn’t just want a home. They want a lifestyle that reflects their values. Think sustainability, wellness, community, and work-life balance.

How To Align With Gen Z Values

• Highlight eco-friendly features: double glazing, low-energy appliances, etc.
• Mention walkability: proximity to co-working spaces and public transport links.
• Talk about local communities: green spaces, social spots, and cafes nearby.
• Be transparent: Don’t oversell, Gen Z can spot a sales pitch a mile off.

💡 Bonus tip: Use PropertyBox’s AI descriptions feature to create listing descriptions that that target values and lifestyle the right way

Mistake 4: Not Optimising for Mobile

Nearly all of Gen Z are browsing on their phones. If your listings aren’t mobile optimised or hard to navigate, you’re losing them.

How To Be Mobile-Friendly

• Ensure your listings are optimised for mobile viewing: Use vertical video formats and image carousels.
• Offer WhatsApp and I Message contact options, Gen Z prefers messaging over calling.
• Include clear call to actions like “Book a Viewing” or “DM for Info” on social posts.

Conclusion

Marketing to Gen Z isn’t about being flashy, it’s about meeting them where they are, speaking their language, and showcasing homes in a way that interests them. By avoiding outdated visuals, leaning into social platforms, and having a mobile-first approach, estate agents can create listings that resonate with Gen Z buyers and renters.

The good news? You don’t need to be a TikTok expert or hire a full-blown media team. With a smartphone, these simple strategies, and PropertyBox you can start attracting Gen Z audiences.