By Sharie Rocker Damm

November 20, 2025

Every few years, our industry gets a new generational headline. We dissect behaviors, debate preferences, and convince ourselves that each incoming cohort is harder to understand than the last.

But here’s my honest take: Gen Z isn’t complicated, they’re clear.
 
And if we listen, they’re giving us a blueprint for the future of multifamily.

At 29th Street Living, we pride ourselves on being deeply operational, technology-forward, and resident-focused. So, when we look at Gen Z, we don’t respond with trend forecasting or marketing gimmicks. We respond with execution, and we build systems that serve them and elevate the resident experience for everyone else.

Here’s what I’m seeing, day in and day out.

1. For Gen Z, Convenience Isn’t Negotiable

This is the “I grew up with a smartphone” generation. Waiting for anything feels unnecessary because, frankly, it usually is.

They expect instant information and easy processes, which means:



• Self-guided tours available when they want them
• AI-driven responses that don’t leave them hanging
• Clear updates, clean portals, and smooth workflows
• Answers without friction or having to follow-up

At 29th Street Living, we’ve built our platform around this idea: Make every interaction faster, easier, and more predictable.

Convenience isn’t a perk anymore. It’s the baseline for trust.

2. Authenticity Beats Marketing Every Time

Gen Z can detect inauthenticity from a mile away. And they don’t tolerate it.

What works?

• Real people
• Real communication
• Real transparency
• Real care

They don’t need us to be perfect. They need us to be honest.

In practice, that means our teams show up fully human, supportive, direct, respectful, and clear. We don’t make promises we can’t keep. We don’t hide the fine print. And we don’t pretend things are great when they’re not.

Authenticity is a service standard.

3. Community Still Matters — Maybe More Than Ever

The narrative has always been that younger generations are glued to screens. But what we’re seeing onsite?

They want community.
Not forced fun but real connection.

At our communities, that shows up through:

• Gatherings that feel casual and inclusive
• Pet-friendly moments (because the dog park is the new social hub)
• Quiet support from onsite teams who truly know their residents
• Spaces that naturally bring people together rather than push them together

A genuine sense of belonging is a competitive advantage. It’s also the heart of renewal.

4. Good Design Influences Mood and Decision-Making

Gen Z renters appreciate spaces that make sense. Not overly designed. Not sterile and corporate. Just intentional and calm.

This generation values:

• Functional spaces
• Clean lines and warm tones
• Amenity spaces that actually serve a purpose
• Environments that reduce friction and increase comfort

At 29th Street Living, we approach design with the same philosophy we bring to operations: Make it beautiful, make it useful, make it feel like home.

5. Technology Isn’t a Feature, It’s the Infrastructure

Gen Z doesn’t applaud good tech. They assume it’s there. Our responsibility is to make sure it works seamlessly, consistently, and quietly in the background.

That’s why our operating platform includes:

• EliseAI + Tour24 for leasing efficiency
• HelloData for real-time market intelligence
• Rentana for smart pricing decisions
• Opiniion for immediate feedback loops
• UDP for transparent portfolio-wide data visibility

When technology is implemented thoughtfully, it disappears into the experience — and residents feel taken care of without even noticing why.

6. Values Drive Loyalty

This is maybe the strongest through-line with Gen Z: They want to align with brands that treat people well.

Not slogans. Not campaigns.
Actual behavior.

At 29th Street Living, we show our values through:

• Responsible, considerate operations
• A culture of transparency
• A resident-first mindset across every team
• A genuine commitment to care and service

When your brand aligns with your actions, residents feel it. They talk about it. And they stay because of it.

Bottom Line: Gen Z Is Calling Us Forward

Their expectations aren’t extreme. They’re simply modern.

They want clarity, convenience, community, and consistency; the very things great property management should deliver regardless of generation.

From my vantage point, Gen Z isn’t changing multifamily.
They’re accelerating what should have happened already.

And at 29th Street Living, we’re not just adapting to that shift — we’re building a platform designed for it. One that reflects who we are at our core:

Authentic. Tech-forward. Service-driven. And committed to creating communities where people actually feel at home.

That’s the future of multifamily.

And honestly? It’s a future I’m excited about.