Out With the Old, In With the Bold

CHICAGO – As real estate agents, you've likely noticed the landscape of home buying is rapidly changing. One of the most significant shifts is the entry into the market of the twenty-somethings part of Generation Z.

Born between 1997 and 2012, this generation is bringing a fresh, vibrant perspective to homeownership and interior design and shaking up the traditional norms of property styling. To capture the attention of these young investors, you’ll need to understand their preferences and adapt your staging strategies accordingly.

The rise of Gen Z

Gen Z is starting to move from renting to owning, driven by a desire for stability and investment in property. Additionally, 59% of this generation view homeownership  as a top sign of success. Despite the significant portion of their income spent on rent, they are saving diligently for down payments and are ready to invest in properties that resonate with their tastes and lifestyles.

Key design trends among Gen Z

Unlike previous generations who leaned toward neutral, minimalist aesthetics, Gen Z favors bold, vibrant and eclectic styles. This preference is evident in the popularity of maximalist design trends on social media platforms like Instagram, Pinterest and TikTok.

These platforms have become hotbeds for showcasing colorful interiors, mixing patterns and personalized decor that stands out. Here are some key design trends among Gen Z that can guide your staging strategies.

• Maximalism: Bold colors, diverse patterns and a mix of vintage and modern pieces characterize this trend. Gen Z appreciates the playfulness, visual excitement, rich textures and personal expression maximalism allows.
• Sustainability: Eco-friendly materials and upcycled furniture are highly valued. This generation is conscious of their environmental impact and prefers decor that reflects their values. What’s more, nearly two in three Gen Z consumers are willing to pay more for sustainable products.
• Technology integration: Smart home features and tech-savvy decor are essential. Gen Z clients are digital natives who expect their houses to be equipped with the latest technology.
• Personalization: Unlike the uniformity of traditional staging, Gen Z is drawn to spaces that reflect individuality. Unique art pieces, quirky furniture and personalized spaces appeal to these buyers.

How real estate agents can adapt staging strategies

To attract Gen Z investors, it’s time to think beyond the typical neutral palette and embrace a more dynamic and engaging approach to interior styling. Here are some actionable strategies to consider.

• Embrace bold colors and patterns: Neutral tones have long been a staple in home staging, but they might not catch the eye of Gen Z customers. Consider incorporating bold colors and patterns in your styling efforts. For example, a brightly colored accent wall, patterned rugs or statement furniture can make a house more vibrant and inviting.
• Highlight sustainable features: Given Gen Z's interest in sustainability, showcasing eco-friendly features can be a significant selling point. Highlight energy-efficient appliances, recycled materials and any sustainable upgrades. Even small touches like displaying recycled glass countertops or bamboo flooring can make a big impact.
• Integrate smart home technology: Smart property features are not just a luxury but an expectation for many Gen Z buyers. Make sure to stage houses with visible smart technology, such as voice-activated assistants, smart thermostats and security systems. Demonstrating these features during showings can emphasize the home's modernity and convenience.
• Personalize spaces: Staging a property to feel personalized rather than generic can resonate more with Gen Z investors. Incorporate unique décor elements, like art from local artists, vintage furniture or bespoke design pieces. Curate spaces that feel lived-in and tailored, which can help potential clients envision their own personalities reflected in the home.

Get bold, get noticed

The entry of Gen Z into the housing market represents a significant opportunity for real estate professionals. Understanding and embracing their preferences for bold, vibrant and sustainable designs allows you to stage homes that stand out and appeal to these young buyers.

Start integrating these elements into your staging repertoire today to stay ahead of the curve. By doing so, you'll not only attract Gen Z clients but also set your listings apart in a competitive market. In with the bold doesn't just mean trendy – it means being innovative and forward-thinking, just like the generation you're aiming to captivate.

© 2024 National Association of Realtors® (NAR)