Remember when everyone blamed avocado toast for millennials not buying homes? Well, it’s time to shift the blame, Gen Z is stepping up to the plate. These digital natives are shaking up the housing market with a whole new set of expectations, and if we as builders and remodelers don’t adapt, we’re going to be left holding the bag.
If you’re still pitching beige walls, predictable layouts, and “we’ve always done it this way” as your go-to playbook, it’s time for a serious update. Gen Z (born roughly from the late ’90s to early 2010s) isn’t following anyone else’s script. They’ve grown up in a world of climate change, tech overload, and economic ups and downs. They’re financially cautious, sustainability-focused, and practically glued to their devices.
So, what does that mean for us in the trenches of the construction industry? It means we’ve got to rethink how we design, build, and sell. This isn’t about slapping solar panels on a roof and calling it a day. It’s about understanding what makes Gen Z tick and creating homes and a world-class customer experience.
Let’s break it down.
Who Are These New Buyers?
Gen Z now makes up about 25% of the U.S. population, and while they currently account for a small slice of homebuyers (around 3% according to NAR), that number is growing fast. Unlike their parents and older siblings, many are buying solo or with a partner, typically without kids. They’re also coming in with the lowest household incomes we’ve seen in years. Think low five figures rather than six, but they’re determined to get their piece of the real estate pie.
And they’re saving up for it. Over half of Gen Z is actively putting money aside for a future home. They’ve got their eyes on the prize, but they’re not in a rush to overpay for something that doesn’t meet their standards.
What Gen Z Wants (and What They’ll Walk Away From)
Authenticity Is Non-Negotiable
This generation grew up with social media influencers, viral marketing stunts, and brands trying way too hard to sound “real.” They can sniff out inauthenticity a mile away. If your marketing feels fake or forced, they’ll swipe left faster than you can say “custom cabinetry.” Show them who you really are:
- Showcase your actual crew, not stock images.
- Share your real process (like this contractor on Tiktok), yes, even challenges and how you handle them.
- Be upfront about timelines, budgets, and potential hiccups.
Gen Z doesn’t expect perfection, they expect honesty.
Sustainability: It’s a Must, Not a Maybe
Forget using “eco-friendly” as a buzzword. Gen Z expects builders and remodelers to live it. They’re into:
- Energy-efficient appliances and systems
- Solar panels or solar-ready designs
- Low-VOC materials and non-toxic finishes
- Water-saving systems like low-flow fixtures and rainwater harvesting
- Local, responsibly sourced materials
- Thoughtful construction waste management and recycling
They’ll even pay more for it because they know the long-term value—for both their wallets and the planet.
Tech That Actually Works
Smart home features aren’t a luxury to Gen Z, they’re the baseline. For example:
- Integrated security systems with mobile access
- Voice-activated assistants controlling lighting, temperature, and more
- Energy management systems that optimize efficiency
- High-speed internet in every room (no dead zones allowed)
- Automated systems for things like lighting, HVAC, and water monitoring
But don’t just throw in a bunch of fancy gadgets. Gen Z wants systems that work together seamlessly and actually make life easier.
Flexibility and Functionality
Gen Z has seen how quickly life can change (hello, pandemic), and they want homes that can adapt. Think multi-purpose spaces:
- A guest room that doubles as a home office or workout space
- Kitchen islands with built-in workstations
- Convertible living areas that work for entertaining, working, or chilling
They value smart storage solutions, like built-ins, hidden compartments, multifunctional furniture. They’re not hoarding a ton of stuff, but what they have needs a place.
Design That Feels Personal
Cookie-cutter designs and matchy-matchy finishes? Hard pass. Gen Z wants homes that reflect their personality and values. They’re into:
- Mixed materials: wood with metal, brick with vinyl, concrete with tile
- Bold, unique design elements (yes, even if it’s a bit “extra”)
- Spaces designed for social media moments, Instagram-worthy kitchens, TikTok-ready living rooms
- Cultural elements that reflect their background or interests
Clear, Transparent Pricing
Gen Z is cautious with money, and they expect transparency. If you can’t explain where their money is going or if the price magically inflates halfway through the project, you’re out. Show them the costs upfront, break down the budget, and explain the value of what they’re getting.
How Builders and Remodelers Can Reach Gen Z (Without Looking Clueless)
Here’s the truth: Gen Z isn’t finding you in the yellow pages or from a newspaper ad. They’re online…constantly. So, you need to meet them where they are.
Go Digital-First
- Your website should load fast, look great on mobile, and make it easy to contact you.
- Strong social media presence on platforms like Instagram, TikTok, and YouTube is a must. Show off your work, your process, and your team.
- Use virtual tours and 3D renderings to let them “walk through” a project before it’s done.
Show Your Work
- Post before-and-after transformations, because who doesn’t love a good reveal?
- Share behind-the-scenes content of your crew on the job, materials being delivered, and how you tackle challenges.
- Highlight sustainable practices with videos or photos showing recycling, sourcing, and green features in action.
A great way to showcase your work is by creating and optimizing your Google My Business page.
Communicate Like a Human
- Be conversational, not corporate. Skip the jargon and talk like you’re explaining it to a neighbor.
- Respond to texts, DMs, and emails quickly, because Gen Z is used to instant communication.
- Use clear visuals to explain complicated concepts. Think infographics, diagrams, quick video walkthroughs.
Building Homes They’ll Actually Want
Here’s how to put all this into practice:
- Location First: Gen Z is drawn to walkable neighborhoods, good transit, and vibrant communities. Suburbs are fine, as long as there’s connection to community and amenities.
- Smaller but Smarter: They’re not after square footage for the sake of it. Efficient layouts, flexible rooms, and functional storage win the day.
- Sustainable Features: Solar panels, advanced insulation, high-efficiency HVAC, smart water systems, and reclaimed materials. These aren’t upsells; they’re essentials.
- Tech Integration: Build with future upgrades in mind, like conduits for future wiring, upgradable systems, and spaces designed for home offices or media setups.
- Design Details: Use bold colors, unique finishes, mixed materials, and standout features like floating vanities, textured walls, or open shelving.
The Future Is Tech-Driven
Here’s a fun fact: Gen Z expects technology to work in the background, making life easier without making a big show. They’ll love:
- Smart thermostats and lighting that adjust automatically
- Automated maintenance alerts for things like water leaks or HVAC filter changes
- Voice controls for hands-free home management
- Robust internet infrastructure for work, streaming, gaming, and everything in between
On top of that, use tech throughout the customer journey:
- Virtual design tools for them to explore options
- Digital project management platforms so they can track progress
- E-signatures and online payments for convenience
Sustainability Without the Greenwashing
Gen Z has a sharp eye for companies that just talk the talk without walking the walk. Show them:
- How you’re sourcing local, eco-friendly materials
- How you’re managing construction waste
- Metrics on energy savings, water reduction, and material reuse
- Certifications like LEED or ENERGY STAR
- Your commitment to community and the environment (bonus points for partnerships with local green initiatives)
Key Takeaways for Contractors
If you want Gen Z to choose you, here’s what to focus on:
- Authentic, transparent communication (ditch the corporate jargon)
- Strong digital presence with visual storytelling
- Sustainability integrated into every step, not just an afterthought
- Smart home technology that’s seamless and actually useful
- Designs that feel personal, not cookie-cutter
- Flexible, functional layouts that can evolve with changing needs
Gen Z isn’t buying homes just because it’s the next step, they’re making thoughtful choices that align with their values. Builders and remodelers who adapt to this mindset will win more projects.
Gen Z Client-Ready Checklist for General Contractors
Understanding Gen Z’s Priorities
- Know that Gen Z values authenticity, so ditch the corporate speak and be real.
- Recognize that sustainability is non-negotiable: eco-friendly materials, energy efficiency, and water-saving features are a must.
- Realize that smart home features are standard, not luxury.
- Design flexible, multi-use spaces that can adapt to changing needs.
- Create personalized design options
Digital Marketing & Communication
- Have a mobile-optimized website with fast load times and clear calls to action.
- Post visual content (photos, videos, walk-throughs) regularly on Instagram, TikTok, and YouTube.
- Use virtual tours and 3D renderings to help clients visualize projects.
- Communicate in a clear, casual, and timely manner
- Show real people and processes, not stock images or over-polished marketing.
- Be prepared for quick response times
Project Design & Execution
- Build with energy-efficient systems: HVAC, lighting, insulation, appliances.
- Integrate smart tech: security, voice control, automated systems.
- Use sustainable materials: reclaimed wood, low-VOC finishes, local sourcing.
- Offer clever storage solutions: built-ins, multi-functional furniture, hidden spaces.
- Prioritize water conservation: low-flow fixtures, rainwater systems, drought-resistant landscaping.
- Design for high-speed internet in every room.
- Create unique, customizable design elements
Education & Transparency
- Share transparent pricing breakdowns
- Create educational content (videos, blog posts) explaining your sustainable practices and materials.
- Offer virtual design tools for clients to visualize options.
- Use digital project management platforms for real-time updates and communication.
- Highlight waste reduction strategies. For example, show how you’re recycling and minimizing landfill impact.
The Little Extras
- Incorporate future-proofing features: conduits for future wiring, adaptable systems.
- Offer smart maintenance features: automated alerts for HVAC, plumbing, etc.
- Highlight your team’s expertise and your process with behind-the-scenes content.
- Be responsive and easy to reach
- Be honest about hiccups as Gen Z respects transparency more than perfection.
Why Smart General Contractors Are Appealing To Gen Z
This isn’t about chasing fads. It’s about understanding that Gen Z is bringing real change to the housing market, and the sooner we adapt, the better positioned we’ll be to ride that wave. Forget “the way we’ve always done it” and lean into what this generation actually wants: authenticity, flexibility, tech integration, sustainability, and clear, honest communication.
Ready to build for the future?
Gen Z is already here. Let’s not just keep up—let’s lead the way.
