Gen Z is the first digital-first generation. To back up that assertion, let’s take a look at the numbers. According to recent data, 98 percent of Gen Z uses social media daily with the average user spending more than four and a half hours per day across various platforms like TikTok, Instagram and Snapchat. And this group — born between 1997 and 2012 — is highly influenced by the content they encounter on social media. Research shows that 76 percent of Gen Z has made purchases influenced by social media ads or influencer postings. This generation doesn’t just use social media; they rely on it to inform their choices, especially for significant life decisions such as choosing an apartment. Traditional advertising methods are increasingly ineffective with Gen Z. They are more likely to scroll through a video tour on Instagram than pick up a physical brochure or visit a property’s website. Investing more marketing dollars into social media isn’t just beneficial — it’s essential.
Brand awareness and building trust through social media
Gen Z is known for being skeptical of traditional advertising — authenticity means everything to them. Any fakeness will instantly invalidate a brand, as they gravitate towards brands that are transparent, approachable and engaging on social media. Developers and owners can use this to their advantage by creating authentic content that showcases the living experience, amenities and resident lifestyle at their properties. For example, a student housing community that posts stories and reels featuring real residents using on-site amenities — such as study lounges, gyms or social spaces — showcases how inclusive and comfortable the environment is.
User-generated content is a critical component when building trust with prospective and existing residents, with 85 percent of Gen Z’ers say they trust this form of content over traditional advertising. Students are more likely to want to live in a community where their friends are posting videos and sharing their everyday experiences than a community that just posts stock lifestyle photos and cheesy national holiday graphics. The communities that are embracing this tactic as their top lead strategy are far more effective than others.
Hire a select group of your top residents as brand ambassadors by offering them a position they can put on their resume and be compensated for. Gen Z craves acknowledgment for their contributions and efforts, especially in environments where they feel their input is valued. They are highly accustomed to the world of social media, where likes, comments and shares provide immediate feedback. This has translated into a desire for real-world recognition. In work settings, this generation appreciates constructive feedback, public acknowledgment and opportunities to showcase their unique skills. Use this to your advantage!
How to maximize leads and engagement
One of the defining characteristics of Gen Z’s social media usage is their desire for short-form videos. TikTok has over 1 billion active users monthly and has made it clear that quick, engaging videos are one of the most effective ways to capture their attention. With 63 percent of Gen Z TikTok users claiming they’ve purchased something they saw advertised on the platform, this is a no-brainer for student communities.
During the pre-leasing period, it is critical to produce videos and renderings that showcase what the community will offer. Partnering with an augmented and virtual reality marketing firm to visually tell the story of what students can expect at your property gives them a sense of excitement and belonging. Once a property is operational, it is critical to have a strong video content strategy. These videos don’t have to be lengthy or highly produced — in fact, Gen Z appreciates content that feels real and unfiltered. Don’t be afraid to be pushed out of your comfort zone with content. Allow students to be creative and make your property relatable. So many owners are afraid of raw unfiltered content, but it should be embraced in order to resonate. Students should be equipped with the brand guidelines, of course, but let them be real. For this strategy to be effective, you’ll need to produce at least two to three stories per day and one to two reels a week. The more the better — just make sure the content is fresh and relatable. And yes, TikTok trend dances by the pool are perfect for engagement!
The return on investment from social media
Property owners and developers often question the return on investment of social media marketing, especially when budgets are tight. With the right strategy, guidance and tracking methods in place, owners can see the true value of social media. Tools like Linktree and unique URLs can track clicks to applications from social media.
Too many properties create an Instagram account, post generic content — like national holiday graphics, ‘rent is due’ reminders and static property photos — and wonder why they’re not generating leads. It’s shocking to hear many properties are allocating as little as $500 a month to social media. Frankly, that’s nowhere near enough.
The numbers speak for themselves: social media isn’t just ‘nice-to-have’ for communities. It is a vital leasing and retention channel. Every property should have a dedicated social media manager focused on maximizing user-generated content; crafting engaging daily posts; building real connections through direct messages; driving profile engagement; and hosting live Q&A sessions. This role is essential, not only for attracting new tenants, but also fostering resident retention renewals and positive reviews. Gen Z is building friendships, forming communities and making purchasing decisions on these platforms. If you’re not prioritizing social media with a strategic and well-funded approach, you’re missing out. Get online or get left behind.
— Alexis Krisay is partner and president of marketing at Serendipit Consulting.