How To Market To The Next Generation of Home Buyers

By: Kalyssa Washburn

According to the National Association of Realtors, Gen Z currently comprises four percent of all homebuyers—and that number will continue to rise in the coming years. 

With Millennials and now Gen Z combining to make up the largest percentage of new home buyers, it’s time for home builders to revamp existing marketing strategies to fit this next generation.

Who Is The Next Generation Homebuyer?

Millennials, born between 1981 and 1996, and Gen Z, born between 1997 and 2012, are both referred to as “digital natives”. Millennials witnessed firsthand the rise of the internet and social media, making them comfortable adapting to rapid and frequent technological changes. Generation Z, on the other hand, grew up fully immersed in the digital landscape, something that has influenced their communication styles, educational preferences, and consumption habits. 

Gen Z tends to be more practical and security-focused compared to the more idealistic and optimistic Millennials. But both generations value diversity, authenticity, and social responsibility, in their personal lives as well as their consumption habits. This has driven businesses and institutions to adopt more inclusive and transparent practices in recent years. 

How Do They Shop for Homes? 

As the real estate market evolves, so do the preferences and methods of new home shoppers. When it comes to Millennials and Gen Z, both generations share many commonalities in how they search and what appeals to them. 

To reach these buyers, you need to focus your marketing efforts on: 

• online channels 
• high-tech and efficient home features
• communicating honestly and intriguingly

Recommended Platforms and Technologies

The “next gen” homebuyers are no strangers to technology. They are tech-savvy in everything they do. Both generations prefer online resources for the convenience and accessibility of these platforms, as they allow them to access information (and search for homes!) from the comfort of their couches – any time, day or night.

• According to the National Association of Realtors, 87% of homebuyers aged 22 to 30 used a tablet or mobile device in their home search. Thus, you should utilize a wide variety of online marketing channels, including real estate websites, social media platforms, and mobile applications.
• Mobile-friendly websites and programs are crucial. These programs, once considered optional, are now essential, making it easier to navigate, find information, and showcase listings.
• An easy-to-use app is another way to attract young homebuyers, allowing them to explore and thoroughly research all the information they need, wherever they are, and in a way they are familiar with.

When it comes to online channels, real estate websites and social media are key. 

• Many young buyers use online marketplaces such as Zillow and Realtor.com to research the local real estate market and get a better sense of home prices and trends in their area of interest. 
• Online interactive tools such as NoviHome and Anewgo allow home shoppers to explore interactive community maps, available homesites, and mix-and-match design options online to create their dream homes.
• Millennials and Gen Z homebuyers are active on social media platforms such as Facebook, Instagram, and TikTok. Real estate professionals and builders increasingly use these platforms to promote listings and connect with potential buyers, while prospective homebuyers use them to search for homes and connect with agents as well as other industry professionals.

How Should You Talk To Them? 

When marketing to the next generation of homebuyers, focus on authenticity in your brand voice and messaging, along with responsiveness, and quality of information. 

TRANSPARENCY

According to Edelman, 73% of Gen Zers buy or advocate for brands based on their beliefs and values. Today’s buyers value real experiences, genuine connections, and transparent communication. 

• Prioritize going “live” on social media, showing life behind the scenes at the company, posting team introductions, and encouraging homebuyers to share their experiences through videos and testimonials. 
• Quick, friendly responses, personalized messages, and approachable interactions are key. This generation is highly attuned to “being sold” and can detect a fake testimonial or phony emotional appeal a mile away.

TIMELINESS 

Along with communicating transparently, it is important to answer any questions the modern homebuyer has in a timely manner. Today’s younger generation tends to have a shorter attention span than previous generations. If your goal is to capture their attention and maintain it, consider incorporating a live chat or an online sales counselor on your website to give them the quick responses they desire. Similarly, if your website doesn’t load at lightning speed, chances are these homebuyers will quickly click away and be on to the next site. 

DEPTH & INSIGHT

In addition to relying on the internet to research potential new homes, Millennials and Gen Z value details and high-level information. They want special insight into the features and attractions that make the homes, community and surrounding areas special. 

Provide detailed information about your homes and communities. In addition to basic information, include unique selling features of a home, like bonus rooms, office spaces, fireplaces, and walk-in closets, that are more likely to capture their attention. Try to paint a picture of what it could be like to make this place their home. 

Go deeper by featuring information specific to your buyer’s unique demographic. Highlight local hotspots like places to eat, entertainment options, and nature/outdoor activity options, as well as job market and traffic level overviews for the relo buyers. 

Showcase this information via blogs, video content, social media posts, and more. Featuring this kind of content can also position you as an expert in your area and help gain and build trust with buyers.

VIRTUAL EXPERIENCES

Millennials and Gen Z are more visually oriented than other generations, meaning professional videos and photos, virtual tours, and transformation stories of the construction process are highly effective in engaging them. Online features like virtual tours and online floor plans allow them to “walk through” a home room by room to experience the layout and notice any unique features. Seeing a floor plan with everything laid out can help potential buyers determine if they like the flow of the house, and see themselves living there. 

SMART HOME FEATURES

Almost nothing excites the next generation of homebuyers more than smart home features. High-tech security systems, automated lighting, and cutting-edge appliances are highly appealing to this demographic, allowing them to control their everyday environment and customize the details of their homes to their liking. 

Additionally, energy efficiency is a huge talking point for them compared to previous generations. Many of them are environmentally conscious and are especially drawn to the financial benefits of energy-efficient features. Highlight any newer building techniques, better insulation, and energy-efficient appliances and products that give your homes higher levels of energy efficiency.

Key Takeaways

Understanding and catering to the preferences of Millennials and Gen Z is crucial for the modern home builder. While they still use Realtors (89% of buyers across all generations still use a Realtor according to the National Association of Realtors 2024 report), these buyers will have done their homework ahead of time and aren’t likely to take the next step of coming out in person if they aren’t fully sold during their online experience. And if they have a question that they can’t answer with their own research, Millennials and Gen Z are far more likely to respond to online information than they are to call. 

Emphasizing technology, high-quality information, and authentic communication can make a significant difference in attracting these tech-savvy, value-driven homebuyers. There is no one-size-fits-all approach, but by focusing on these key aspects, you can successfully appeal to the next generation of homebuyers.