The Gen Z homebuyer playbook on priorities and preferences

They’re young, they’re entering the property market and they bring a completely different set of priorities with them. Meet Gen Z.

Born between 1997 and 2012, this generation now ranges from approximately 13 to 28 years old, with the older segment actively beginning to purchase property. As true digital natives, Gen Z buyers have distinct real estate needs and expectations compared to previous generations.

If you’re planning to sell your property in 2026, understanding what matters to this emerging buyer group and which features of your property to highlight will be key to standing out in the market.

Jawitz Properties takes a deep dive into who Gen Z is, how they think and what they value when it comes to their real estate investment.

First things first: who is Gen Z?

If you remember rotary phones and dial-up internet, you’re not a member of Gen Z. This is the first generation to grow up fully immersed in digital technology, with smartphones, social media and instant access to information defining their experiences.

Gen Z values speed, authenticity and visual storytelling, and they’re highly adept at navigating multiple online platforms at once. Having grown up in an era of global uncertainty, between economic instability, climate concerns, rapid social change and a pandemic, Gen Z is naturally cautious – especially when it comes to big purchases.

With their life experience having been gained while society navigated these challenges, Gen Z is inclined to look for purpose and flexibility, both in their lives and their homes.

So, what does Gen Z look for in real estate?

Gen Z’s tendency towards financial caution makes them price-conscious. They are looking for secure homes they can comfortably afford – and which ideally offer health-focused amenities like pools, jogging trails and gyms. Unlike previous generations, Gen Z may not be shopping for a forever home. Their first property investment may be a starter property that provides them with their first step onto the ladder.

Proximity to work (or strong remote-work infrastructure) matters a great deal to Gen Z. Another key factor is infrastructure. Smart home features, energy efficiency and reliable high-speed internet are all home features to be highlighted. Issues close to Gen Z’s heart include sustainability and community, so eco-friendly materials and neighbourhoods that feel inclusive and socially connected have great appeal.

And how does Gen Z search for their dream home?

While Gen Z may not have as much life experience as older buyers, they do just as much research, and probably more. Having been raised in the digital era, Gen Z will comb the internet for information about the area as well as the specific property they are interested in buying. Seeing pictures of a property isn’t enough for Gen Z: if their interest is properly piqued, they will look for video walkthroughs and social media coverage of a property.

Accurate property pricing is extremely important, because if a Gen Z member perceives that a price is too high, they are likely to immediately overlook a property. Gen Z will not only look exhaustively at online listings to gain their understanding of local prices – they will also use paid tools like Property24 or Lightstone reports.

Transparency and education throughout the buying process is very important to Gen Z, which is one of the big reasons why it’s important to work with an experienced property practitioner. A Gen Z prospective buyer is likely to want to understand everything about the property buying process upfront and will likely draw extensively on a property practitioner’s knowledge and experience.

Whether or not a Gen Z buyer ends up purchasing your property, it’s important to understand the preferences and priorities of this growing generation. Highlighting the right features and presenting your home effectively can make all the difference in attracting today’s buyers. If you’d like help selling your property, get in touch and let’s chat.