The rental market is constantly evolving, and as landlords and property managers, it’s our responsibility to adapt. In recent years, we’ve seen a generational shift: Millennials, once the largest renter group, are moving into homeownership, while Generation Z, today’s young renters, is stepping into the rental market in full force.
If you’re leasing property, this transition matters. Understanding the habits, priorities, and expectations of younger renters can help you attract qualified applicants, minimize vacancies, and build strong landlord-tenant relationships.
At Tenant Screening Center, Inc., we’ve seen firsthand how shifting demographics influence rental applications, and we know that staying informed is key to protecting your investment.
Who Are Today’s Young Renters?
Young renters are primarily members of Generation Z, born between the mid-1990s and early 2010s. The oldest members of this group are in their mid-to-late 20s and already represent a significant share of the rental applicant pool. According to national housing surveys, Gen Z renters make up more than 20% of applicants, and that number will only grow. By 2030, they’re expected to dominate the under-35 rental market.
Unlike previous generations, these renters grew up in a fully digital world. Most of them have never written a check, and many prefer text or app-based communication over phone calls or in-person meetings. They value convenience, transparency, and flexibility, and they expect technology to be integrated into nearly every part of their rental experience.
What Young Renters Value in a Rental Property
To stay competitive, landlords should understand what this new wave of renters is looking for:
- Technology and Connectivity
Young renters expect properties to be tech-ready. Reliable, high-speed internet isn’t a luxury—it’s a necessity, especially as remote and hybrid work become more common. Many also look for tech-friendly features such as online rent payments, digital maintenance requests, and smart-home devices like video doorbells or smart thermostats. - Affordability and Flexibility
With rising housing costs, affordability is top-of-mind. Gen Z renters often prefer smaller spaces or shared living arrangements if it means lower monthly expenses. They also value flexibility, including shorter leases, the ability to sublet, or options that allow them to move as their careers and lifestyles evolve. - Safety and Security
Feeling safe is a priority. Features like secure locks, outdoor lighting, and well-maintained common areas can make a property more appealing. For multifamily units, gated access or security systems can also provide peace of mind. - Sustainability
Growing up in an era of climate awareness, many Gen Z renters are eco-conscious. They appreciate energy-efficient appliances, recycling programs, and other environmentally friendly initiatives. These features not only appeal to their values but also help reduce utility bills. - Lifestyle and Location
While affordability drives many decisions, location remains important. Young renters often seek properties close to public transportation, job opportunities, or social amenities. Suburban single-family rentals are gaining popularity, but urban apartments remain in demand for those who want walkability and convenience.
What This Means for Landlords
As property owners and managers, we can’t afford to ignore these trends. Attracting and retaining reliable renters means aligning our properties and management practices with their expectations. Small adjustments can make a big difference:
- Invest in digital tools. Offer online rental applications, digital leases, and tenant portals for payments and maintenance requests.
- Highlight amenities. If your property has strong Wi-Fi access, updated appliances, or eco-friendly features, showcase them in your listings.
- Prioritize communication. Many young renters prefer quick, written communication through email, text, or app. Being responsive builds trust and reduces conflict.
- Maintain affordability. While you can’t control the market, being transparent about costs and offering flexible leasing options can make your property more attractive.
Screening Young Renters: Why It’s More Important Than Ever
While adapting to younger renters’ preferences can help fill vacancies, it’s equally important not to overlook tenant screening. Every applicant should be carefully screened to ensure they’ll be a reliable and responsible tenant.
At Tenant Screening Center, Inc., we provide landlords and property managers with comprehensive tools to make informed decisions, including:
- Credit reports to evaluate financial responsibility
- Background checks to identify potential red flags
- Eviction history to reduce the risk of repeat issues
- Tenant scorecards to simplify comparisons between applicants
Young renters may be new to the rental market, which means their credit history may be limited. That makes thorough screening even more critical. You need to verify income, rental references, and overall financial stability before signing a lease. A rushed decision can lead to costly evictions, property damage, or months of unpaid rent.
The Bottom Line
The rental market is shifting, and landlords who adapt to the preferences of young renters will be best positioned for long-term success. By embracing technology, emphasizing safety and sustainability, and keeping affordability in mind, you can attract qualified tenants from this growing demographic.
At the same time, never compromise on screening. The right tenant makes all the difference between a profitable rental experience and a costly headache. Tenant Screening Center, Inc. has been helping landlords and property managers protect their investments since 1985. If you’re ready to attract young renters while reducing your risk, explore our screening services today. With the right tools and insights, you can make confident decisions and secure reliable tenants—no matter their generation.
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