Gen Z is stepping into the housing market—and they’re bringing their digital-first, value-driven mindset with them. Born between the mid-1990s and early 2010s, this generation grew up online, values authenticity over polish and expects fast, personalized communication. If you want to earn their trust (and business), it’s time to refresh your marketing playbook.
Here are five practical ways to connect with Gen Z through content that feels real, relevant and relationship-focused:
Show your face—and your values
Forget overly produced promotional videos. Gen Z wants to work with real people who stand for something. Try posting quick, unfiltered videos on Instagram Reels or TikTok explaining what you do, how you help or what excites you about real estate. Share behind-the-scenes moments, community involvement or causes you support. They’re not just hiring an agent—they’re choosing a human they can relate to.
Try this: Film a “Day in the life of a REALTOR®” or a 60-second story about why you love helping first-time buyers.
Create content that teaches, not just sells
This generation is research-savvy. They are likely Googling “how to buy a house” before ever reaching out to an agent. Create content that answers their questions before they ask and position yourself as a helpful guide. Think checklists, “myth-busting” posts or swipe-through carousels on social media.
Try this: Turn a common question into a Reel or infographic, such as “What’s the difference between pre-qualified and pre-approved?”
Make your listings scroll-stopping
Gen Z buyers are discovering homes via Instagram and TikTok as much as the MLS. Ditch the static listing post and show off your properties with engaging content—360° video tours, narrated walkthroughs or lifestyle-focused snapshots of the neighborhood.
Try this: Use trending audio to create a short tour of a new listing or highlight the top three things that make a home stand out.
Embrace short form with substance
You don’t need to dance or lip-sync to be relevant—but you do need to keep it brief and compelling. Aim to grab attention in the first three seconds and offer something meaningful. Whether it’s a tip, a story or a relatable moment, keep your messaging clear and focused.
Try this: Post a “What I wish every first-time buyer knew” tip series—each under 30 seconds.
Prioritize direct messages (DMs) over emails
Gen Z expects fast, direct communication—and many of them prefer DMs over formal emails or even phone calls. Keep your messaging casual, timely and accessible. Don’t underestimate the power of responding to comments or messages with video replies as well.
Try this: Invite potential buyers to send you a DM with their biggest real estate questions—and answer publicly (with permission) to create more shareable content.
Marketing to Gen Z is not about being trendy. It’s about being real. When you focus on storytelling, transparency and educational value, you’ll not only connect—you’ll convert.
