By Gina Tron
Financially savvy, digitally fluent and deeply values-driven, Gen Z buyers are already starting to reshape the industry. Here’s how agents can build loyalty with this rising generation.
The Gen Z Era Has Begun
With the eldest Gen Zers now in their late 20s, a new wave of buyers is entering the market—tech-native, purpose-driven and less interested in being sold to than being understood. Agents must evolve beyond traditional sales tactics to offer education, empathy and long-term strategy.
“Gen Z values transparency, speed and purpose,” says Alisha Melvin, Esq., CRS, a real estate broker-owner and attorney at Alisha Melvin Esq. Real Estate Services in Dallas, Texas. “They’re not just buying homes—they’re investing in flexibility and freedom.”
Clarity, Not Command
Gen Z buyers want to be guided, not instructed. According to Carolyn Watters, CRS, associate broker at Atlanta Communities in Alpharetta, Georgia, today’s young clients expect a more supportive and less directive tone from their agents and lenders.
“They want someone who’s calm and explains things,” she says. “One of my buyers chose a lender because he wasn’t pushy even though, for older buyers, that same lender’s confidence is usually a plus.”
Watters also notes that Gen Z is uniquely influenced by family. “They bring their parents to showings. They want their input, which can be great, but sometimes those parents haven’t bought or sold in 20 years and get sticker shock when they see what homes cost now.”
Communicate in Their Language
Gen Z is digital-first, but not impersonal. Both agents stress the importance of meeting younger clients on their preferred platforms, while still fostering trust.
“I’ve had the most success with text, Instagram DMs, video walkthroughs, voice memos,” Melvin says.
Watters agrees: “They love quick, visual updates. I send memes or charts instead of lengthy explanations. They connect better with that.”
Still, personal gestures matter. “They like being invited for coffee, even if they’re too busy to go. It shows you care,” Watters adds.
Teaching the Why, Not Just the What
For Gen Z, buying a home is about more than closing a deal. It’s about learning. But attention spans are short, so education must be concise and visual.
Both agents have created systems that cater to Gen Z’s expectations.
“I keep it short and sweet,” says Watters. “Then I give them resources—lenders, closing attorneys, tools they can explore at their own pace. They like being in control of what they’re looking at.”
One of her favorite tools is a digital Lookbook link, a personalized microsite that acts as a dynamic business card and resource hub. “There are things for buyers, for sellers, resources they can use if they want,” she says. “It’s not like I’m forcing anything on them. They can click through and find tips, guides, whatever they need, and I can update it anytime with new info.”
Melvin uses AI tools, including her proprietary assistant AMELIA, to break down legal concepts. “I’ll send a quick explainer video of a contract clause, using my voice or my digital avatar. They’re smart, and they want to learn—but they want it fast.”
Melvin’s “First-Time Buyer Playbook” walks clients through financing options, timelines and legal pitfalls. “They’re into house hacking, shared ownership and affordability strategies. It’s not just about the now. It’s about planning for freedom later.”
Aligning With Gen Z Values
For Gen Z, affordability is the non-negotiable foundation. Gen Z buyers also tend to be more flexible about a home’s condition, largely because they have fewer options in their price range.
“They are actually more accepting of the homes that are not in perfect condition,” says Watters.
Many also care deeply about lifestyle, sustainability and smart-home technology.
“Affordability is a big deal,” says Melvin. “That’s why so many are looking at strategies like house hacking or shared ownership. But beyond the numbers, they also want homes that align with their values, like smart-home readiness, eco-conscious features and neighborhoods where they can walk to parks or coffee shops.”
Watters observes a big focus on walkability in her Georgia market. “They may not use words like ‘walkability,’ but they’ll point out when a home is close to a coworking spot or café. It’s not just about the house. It’s about how the location supports their lifestyle.”
For many Gen Z buyers, it’s a balancing act: finding a home that meets their budget, reflects their values and supports a flexible, connected way of living.
Loyalty Starts With Legacy
Gen Z clients may be tech-savvy and independent, but they also crave lasting relationships. Agents who show up with value beyond the sale stand to earn decades of trust.
“I send birthday and home anniversary cards in the mail,” says Watters. “It’s a little old-school, but they love it. A card stands out when everyone else sends a text.”
Melvin also goes above and beyond.
“I give clients equity updates, access to legal workshops and guidance on putting homes in trust or avoiding probate. I’m not just talking about real estate. I’m talking about legacy. That’s what I want to help them build.”
