In the last few years, Generation Z; typically defined as those born between 1997 and 2012, has emerged as a powerful force in the real estate market. Beyond merely entering the housing market as buyers or renters, their tastes and behaviours are fundamentally altering how premium properties are marketed and sold. These changes are especially visible in digital strategy, content formats, purchase expectations, and values-driven messaging, shifting the industry away from traditional advertising and toward more authentic, digital-first experiences.
Digital-first discovery and engagement
Gen Z is a generation that is born and raised in a world of the internet, smartphones and social media. This means that the search for property often begins online and is strongly shaped by digital discovery before in‑person steps. Unlike other generations, who may have known a world of printed property brochures, open houses, and agent referrals, Gen Zers can experience high-end properties through social media feeds and smartphone apps. Social media sites such as Instagram, YouTube and others have become a powerful marketing tool where short-form, engaging videos of property tours, neighbourhoods and lifestyle experiences are showcased.
This trend is measurable. In high-end real estate marketing, content-first strategies, especially those that include video, outperform static advertising in terms of engagement and conversion because these formats are more in line with what Gen Zers expect from a dynamic, visual storytelling experience.
Authenticity over polished promotion
Authenticity and transparency are highly prized by Gen Z and this has completely changed the face of marketing for high-end properties. Gen Z is not impressed by overt sales promotions and corporate-speak communications, preferring content that is authentic, relatable, and informative before visiting in person. This includes behind-the-scenes videos, consumer testimonials, and user-generated content as opposed to traditional advertising.
Transparency also applies to the clarity of information. Gen Z demands complete and readily available information about prices, taxes, maintenance charges and facilities without any surprises. Mobile-optimised listings with complete, upfront information help build trust, a critical component for a generation that researches extensively before acting.
Social media storytelling and influencers
The role of social media is not just about discovery; it is also about informing preference and trust. Gen Z consumers are likely to follow real estate influencers who share market information, home-buying advice, and lifestyle content. Micro-influencers, who are likely to be younger professionals themselves, share relatable stories that can shape purchase decisions, particularly for first-time homebuyers.
Marketing professionals have been quick to realise this change. Rather than just using traditional banners or print media, many real estate developers are now working with influencers and using platform-specific storytelling tools such as tours, Instagram Reels and YouTube shorts. These tools can help communicate both property information and lifestyle possibilities, essentially contributing to selling not just a property but a dream.
Tech-enhanced experiences
Social media aside, the digital savvy of Gen Z also affects the presentation of properties. Virtual tours, 3D tours, augmented reality tours and AI-assisted search functionalities are gradually becoming the norm to keep up with Gen Z’s demand for immediate and engaging experiences. These technologies enable potential buyers to view high-end spaces at their convenience and on their terms, which may not be possible in traditional open house events.
In addition, AI-assisted discovery and search conversations are also starting to affect the early stages of the buying process, directing leads to properties of their choice without necessarily involving human assistance along the way.
Value-driven purchase decisions
Ultimately, Gen Z’s value set is also transforming the story of high-end real estate. Gen Z cares more about sustainability, community, and long-term fit. Green buildings, sustainable design, and wellness-focused amenities are well-received because they represent more than just luxury.
For Gen Z, luxury means more than just high prices; it means purpose. They seek spaces that represent their identity and future, and the industry is responding by promoting not only architectural mastery but also meaningful and experiential aspects.
Gen Z is revolutionising the marketing of high-end real estate by challenging the industry to be more digital, more authentic, more experiential and more value-driven. As Gen Z continues to accumulate its own buying power, high-end real estate developers and marketers who can meet these demands will be best positioned for success in this new market.
