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  • Writer's picturePrinceton North

A new generation of lux buyers, Gen Z

The emergence of Gen Z in the real estate landscape is transforming the luxury market. This digitally native generation, constituting a significant 20–25% of the population, brings unique perspectives and preferences. In this article, we delve into the key aspects that define Gen Z's approach to homeownership and how the luxury real estate market is adapting to cater to their needs.


  1. Digital Natives Leading the Way: Gen Z, having grown up in a fully digital age, seamlessly integrates technology into their real estate endeavors. From smartphones to social media, they leverage these tools to navigate the buying and selling process.

  2. Entrepreneurial Drive: Fueled by a changing economic landscape, Gen Z exhibits a proactive approach to opportunities, often engaging in side hustles and entrepreneurship. Their game plan may differ from traditional routes, emphasizing innovation and adaptability.

  3. Pragmatic and Realistic Choices: In contrast to the optimism of Millennials, Gen Z is pragmatic and realistic. Economic challenges have shaped their focus on practical solutions and financial stability, leading them to prioritize long-term viability over short-term satisfaction.

  4. Service-Oriented Expectations: Gen Z places high value on service and experience. Before engaging with an agent, they extensively research online presence, profiles, and customer reviews. They seek concierge-level service that extends beyond the transaction, including personalized recommendations and insights into local amenities.

  5. Global Awareness and Sustainability: While location remains crucial, sustainability is a priority for Gen Z. Features like solar-powered homes, sustainable building materials, and smart home integrations align with their values.

  6. Independent Learners and Engaging Content: Access to information online empowers Gen Z to be resourceful and engage in self-directed learning. Agents should provide concise and engaging content to capture their attention quickly, recognizing their preference for compelling information.

  7. Financial Prudence: Having witnessed economic uncertainties, Gen Z is financially cautious. Prioritizing savings, budgeting, and financial planning, they often involve their parents for financial support in real estate transactions.

  8. Authenticity and Individual Expression: Authenticity is paramount for Gen Z. They seek personalized and unique experiences, both online and offline, and are drawn to brands and influencers that align with their values.

  9. Flexibility and Wellness: Valuing work-life balance, Gen Z seeks flexibility in both work and lifestyle. Amenities like home gyms, saunas, and outdoor spaces resonate with their desire for a holistic living experience.

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