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GEN POP UP SHOP


Graphic titled “Now Trending: Gen Pop Up Shop” featuring a fashionable woman with pink hair, pink sunglasses, and bold pink lipstick. The content is directed toward multifamily marketing for all generations—Gen Z, Millennials, Gen X, and Boomers. The right side lists five topics: 1) Why Residents Quickly Sign the Lease, 2) Move-in Offers That Seal the Deal, 3) What Pet Owners Want—to Sign & Stay, 4) Why Residents Renew, 5) Marketing That Works. Branding at the bottom includes “DOMUSmarketing.com” and “@creatingHOME.” Background colors are various shades of purple and pink, with modern, trendy design elements.

Hey there, marketing fam! The Gen Pop-Up Shop is officially open—and it's your chance to grab the renter trends that are making the biggest impact right now.

 
With renters now touring an average of just two to three apartments before deciding¹⁶, it's more important than ever to stand out early, create urgency, and offer something they can’t ignore. Feature your best exclusive look + lease offer prominently on your mailer or landing page—it can be the deciding factor for fast-moving renters. Communities that combine direct mail with digital follow-up—like QR codes to landing pages, video tours, or limited-time incentives—are the ones seeing results.
 
We’re breaking down insights by generation so you can connect with today's renters using what actually works:
  1. Why Renters Quickly Sign the Lease
  2. Move-in Offers That Seal the Deal
  3. What Pet Owners Want—to Sign & Stay
  4. Why Residents Renew
  5. Marketing That Works
 
It’s not a one-size-fits-all world anymore—and this guide gives you the quick-hit insights you need to market smarter, not louder.

 

Gen Z (Ages 18–27)

  • Rental Motivations: Flexibility, affordability, lifestyle perks¹

  • Pet Ownership: ~25% own pets²

  • Renewal Behavior: Less likely to renew unless perks or lifestyle upgrades are offered¹⁰

  • Marketing Preferences:

    • Bold direct mail with QR codes to short-form video or exclusive digital offers¹²

    • Mobile-heavy content with a clear CTA

  • Move-in Offers They’re Most Responsive To: Low upfront costs, roommate-friendly specials, social-only deals¹²

 

Millennials (Ages 28–44)

  • Rental Motivations: Smart-home features, convenience, pet policies⁴

  • Pet Ownership: 33%—the highest of any generation³

  • Renewal Behavior: Renew when they perceive value, loyalty perks, or time-saving features¹⁴

  • Marketing Preferences:

    • Personalized direct mail with lifestyle appeal¹²

    • Pet-friendly, Instagram-ready content

  • Move-in Offers They’re Most Responsive To: Tech bonuses, waived fees, pet credits, refer-a-friend perks³⁴

     

Gen X (Ages 45–59)

  • Rental Motivations: Low-maintenance living, customer service, location¹⁰

  • Pet Ownership: ~25%²

  • Renewal Behavior: High, especially with good service and communication¹¹

  • Marketing Preferences:

    • Clean visuals with value-forward messaging¹²

    • Email newsletters, personal follow-up

  • Move-in Offers They’re Most Responsive To: Look + lease specials, set pricing, or "$X off first month" mailers¹¹

  • Bonus Insight: Gen X renters often appreciate multi-year lease options that lock in pricing and eliminate surprises over time.

     

Boomers (60+)

  • Rental Motivations: Rightsizing (as opposed to downsizing), maintenance-free living, social connection⁷

  • Pet Ownership: 25%, often cats or small dogs⁹

  • Renewal Behavior: Very high—stability and familiarity matter⁴

  • Marketing Preferences:

    • Printed mailers with text that is large enough and clear CTAs¹²

    • Phone calls, brochures, personal attention

  • Move-in Offers They’re Most Responsive To: Simple pricing, bundled services, waived fees¹²

  • Bonus Insight: Boomers value multi-year leases that offer rate stability and peace of mind without annual changes.

     

One Size Does Fit All (Sometimes)

When your community caters to multiple generations, stick with universal strategies:

  • Clear, visual messaging with layered print + digital follow-up

  • Flexible lease terms, smart but simple tech, pet-friendliness

  • Fast, friendly service that builds trust across age groups

     

🐾 Pet Ownership Trends & Pro Tips

  • 59% of renters have a pet³

  • 40% own dogs; 30% own cats²

  • Most popular dog breeds among renters: French Bulldogs, Labrador Retrievers, and Chihuahuas³

  • Top pet amenities renters look for:

Pro Tip: Feature renter-favorite dog breeds in your marketing. A friendly Frenchie on your mailer? Highly effective. Pair it with a QR code linking to pet perks, specials, or your policy.

 

📬 Direct Mail + Digital = Connection + Conversion

Here’s how to tailor your mailer strategy by generation:

  • Gen Z: Bold, eye-catching design with a QR code linking to a short-form video or limited-time digital offer¹²

  • Millennials: Focus on pet perks or smart home tech, paired with a landing page to claim an exclusive bonus³

  • Gen X: Keep it clean with testimonials and a QR code to schedule a tour or view specials¹¹

  • Boomers: Stick with a simple printed offer and follow up with a call or personal note for best results¹²

  • Multi-Gen Communities: Highlight flexible lease options, service reliability, and pet-friendly policies. Use clean, inclusive design and a QR code linking to a landing page that allows for offer customization based on age or lifestyle preference—plus, offer your best exclusive special to encourage fast look + lease decisions.

  •  ️‍🌈 The More You Know -- Learn more about how to Maximize Your Mailers!

 

Leasing = Peace of Mind

Want to help renters appreciate just how easy apartment living can be? Highlight the major expenses and hassles they don’t have to worry about:

  • Yard upkeep – No mowing, weeding, raking, or landscaping costs

  • Home repairs – No emergency plumbing bills or appliance replacements

  • Amenity maintenance – Pools, gyms, and pet perks? All included

  • Property taxes & insurance – No surprise tax hikes or costly premiums

 

Whether you're launching a lease-up or refreshing your renewal campaign, the Gen Pop-Up Shop was built to help you market smarter across every age group, lifestyle, and behavior pattern.

 

Because great marketing doesn’t guess—it listens, adapts, and connects. We’re here to help you turn these trends into action—whether that’s a direct mailer, an editable flyer, a move-in newsletter, digital welcome brochure, multi-month renewal plan, "rate us" materials, resident event promo cards, refer-a-friend campaign tools, or a smart digital follow-up that ties it all together.

 

Call, text, or email anytime for custom marketing support, a brainstorming sesh, or just a little cheer squad moment. I love hearing from you. —Renee 🌞

 

For more fab content and calendars of easy monthly events, check out our creatingHOME Blogs!

 

📏 Sources

  1. NMHC Renters Report, 2022

  2. Apartments.com Pet Ownership Study, 2023

  3. Multifamily Executive, 2023

  4. Zillow Housing Trends Report, 2023

  5. LinkedIn Economic Graph, 2024

  6. Redfin Migration Trends, 2024

  7. Fannie Mae Housing Insights, 2023

  8. AARP Livability Index, 2024

  9. Data Axle – "The Truth About Cats and Dogs," 2023

  10. RentCafe Generational Trends Report, 2023

  11. RealPage Multifamily Data, 2023

  12. USPS Mail Preferences Study, 2022–2023

  13. Apartment List Renter Survey, 2023

  14. Zumper Retention Trends, 2024

  15. U.S. Census Bureau Migration Data, 2023

  16. Zillow Housing Decision Survey, 2023

 

⚠️ A Quick Note

These insights are based on national trends and behavioral data. That said, every market is different, and financial patterns shift. Use this guide as a tool—then customize your message to match your local comps, renter mix, and property strengths.

 
 
 

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