MARKETING
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CRITERION.B
L
ook out Millennials, Generation
Z is gaining ground. This group
of individuals — born between
the mid-1990s and 2010 — are
beginning to come of age, with the oldest
members in their early twenties. And if
they aren’t already, Gen Z will be the next
slew of renters at your properties.
Contributing about $44 billion to the
American economy, the Gen Z population
should definitely be a key focus in your
marketing strategy. It is no longer efficient
enough to list your apartment online or
use traditional methods of marketing, as
Generation Z has specific expectations for
their new pad.
From smart technology appliances to
shared-space amenities, Gen Z is looking
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FEBRUARY
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for more. But to understand how to attract
these renters, you first must understand
the differences between this generation
and Millennials.
GEN Z VS. MILLENNIALS
Gen Z, often misconstrued as
Millennials, make up about 26% of the
United States population as compared
with Millennials at 22%, according to
Nielson’s Total Audience report.
Growing up in the age of technology,
Gen Z cannot comprehend a time before
the digital age. Due to the rapid growth
rate of technology, they are often less
focused and have a shorter attention span
as compared with Millennials and other
age groups.
Furthermore, Gen Z spend considerably
less time accessing the internet via PCs as
the vast majority of their time is spent on
mobile devices. And with this technology
at their fingertips, everything of interest
to Generation Z is connected to social
media. Marketing should therefore focus
extensively on the most popular social
media platforms, and continuously adapt as
new ones gain in popularity.
FOCUS ON SOCIAL MEDIA
Generation Z are great multi-taskers,
with the ability to juggle several social
media platforms at once. However, this
generation is prone to scroll quickly
through those platforms, and responds
best to concise, pointed, and attention-
grabbing advertisements.
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