Gen Z: a new way of finding homes?

March 1, 2024

Whether they’re a first-time buyer or looking for their next property, we help buyers and renters of all ages find their ideal home in Cardiff. Each buyer and renter is different and we’re tuned into their changing preferences towards how they approach their housing journey to make the process as easy and smooth as possible.

What are the latest trends?

The latest research conducted by Oracle, in partnership with YouGov, has given us a deep insight into the buying and renting behaviours of Generation Z (Gen Z) in comparison to other age groups.

The findings reveal that around one in six 18-24 year-olds are more likely to place their faith in other people’s reviews and recommendations, and 23% of Gen Z home-movers would most trust a personal interaction with an estate agent or letting agent. Despite being tech savvy, Gen Z is tending to move away from property portals, like Rightmove, OnTheMarket and Zoopla, in contrast to older generations who prefer checking these apps first.

Who are Gen Z?

Gen Z refers to anyone born from 1997 to 2012. Gen Z members are often dubbed ‘true digital natives’, due to growing up alongside the rise of the internet and portable digital technology.

With this technological independence comes confidence in navigating the internet to source their own solutions, and they commonly value this ability to solve issues on their own.

Who do they trust?

Growing up in a rapidly changing world, Gen Z has developed a pragmatic and resourceful approach to problem-solving. They are more likely to do their own research to seek out multiple sources of information and consider a variety of perspectives before forming opinions or making big decisions, especially for those as important as buying or renting a home.

Due to their technical smarts, Gen Z are more likely to take advice from influencers and people they know than they are large corporations. From simply listening to opinions to following dedicated house and flat renovation accounts on social media, Gen Z value authenticity and transparency in their interactions, as they place trust in individuals rather than businesses. They are more likely to trust companies that demonstrate genuine intentions and create personal connections, such as face to face contact and open communication. Good news for estate agents but less so for faceless property portal apps!

FOMO (fear of missing out) is also more common among Gen Z. If they see that a close friend has had a positive experience with an estate agent, they will be more likely to follow their friend’s advice in order to fit in with what their peers are doing and make sure that they are not missing out!

Why are estate agents more trustworthy?

Overall, Gen Z’s buying and renting preferences place a strong emphasis on authenticity and community. Estate agents such as Thomas H Wood, who are experts in their local area, can provide the exact transparent service that they need to build meaningful connections and trust.

We offer a personalised service, where individuals speak directly to a human being and their preferences are considered and understood – whether that’s notifying buyers and renters about new properties via text alerts, email or a good old fashioned chat! We also offer property viewings at times to suit buyers and renters, building a reliable service and leading Gen Z and other demographics to trust our advice.

At Thomas H Wood, whether you are looking to buy, sell or rent, our team of experts can provide honest, authentic and trustworthy guidance, finding you the right property at the right time.

Contact Us

Contact us now and experience the difference call our team 029 2062 6252