From TikTok to Tenancy: How Gen Z Is Rewriting the Property Rulebook

They’re digital natives. They’ve never known a world without Wi-Fi. And now, Gen Z is crashing through the property industry like a wave: fast, fluid impossible to ignore.

Born between 1997 and 2012, this generation is stepping into the rental and buying market. They're entering the workforce as letting agents, surveyors, negotiators, and marketers. And they’re bringing their rules with them.

Let’s start with how they search for property. Rightmove? Still relevant, but TikTok is rising. Short-form video tours, agent intros, and “day-in-the-life” clips are gaining serious traction. For Gen Z, if it’s not on their feed, it might as well not exist. They want property content that feels real, raw, and personal. That means polished brochures won’t cut it anymore.

Then there’s communication. Gen Z doesn’t do voicemails. They’ll ignore an email but reply to a DM in seconds. Agents need to adapt, using the channels this generation actually lives on: WhatsApp, Instagram, and even voice notes. If you’re hiring, look for digital fluency and platform confidence, not just old-school charm.

And let’s talk values. Gen Z cares deeply about sustainability, inclusivity, mental health and work-life balance. Whether they’re looking for a flat or a career move, they’re measuring your culture as much as your offer. If your brand feels dated or inauthentic, they will walk.

In recruitment, we’re already seeing it: candidates prioritising ESG policies, expecting flexibility, tech-enabled workflows, and a clear purpose. They’re not being difficult, they’re just used to having choices.

So what does this mean for employers?

It means rethinking how you attract, hire and retain Gen Z talent. They want to grow, fast. They want mentorship, not micromanagement. And they want to see themselves represented in leadership. If your company still hires like it’s 2010, you’ll miss the best of this generation.

Gen Z isn’t just entering the property world, they’re reshaping it.

From how deals are done to how companies show up online, this is more than a shift. It’s a rewrite.

And the sooner we adapt, the better.

Looking to hire talent that truly gets the next generation of property? Get in touch with us today. We’ll help you find professionals who don’t just keep up, but lead the change.



Email us at info@collinspropertyrecruitment.com or give us a call on 020 7435 0309.

Collins Property Recruitment is a business with a purpose: to enable talent and businesses to meet and do great things together. We make this happen through an unrivalled network, a values-led, consultative approach and a hard-earned reputation as the go-to recruiter in property.