Why Gen Z Isn’t Responding to Traditional Marketing

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If you're managing a student housing property or overseeing a lease-up campaign, you’ve likely felt it: Gen Z doesn’t respond to urgency. They ignore offers. They scroll past “Apply Now” ads.

It’s not because they don’t care about housing—it’s because they don’t engage with traditional marketing.

At Studio+Commerce, we work across dozens of Gen Z-focused brands and housing properties. Here's what the best-performing marketers do differently—and how you can apply it to your strategy.

1. Understand What Gen Z Is Really Looking For

Gen Z isn't looking to be sold to. They're looking to feel something:

• Connection
• Belonging
• Identity

If your feed looks like a flyer wall—full of generic CTAs and rent specials—you’re just noise. The strongest brands create content that feels native, personal, and emotionally relevant.

Pro tip: Ask yourself, “Would this post stop someone mid-scroll because it feels like their world?” If not, it’s time to rework your approach.

2. Treat Social Media Like a Search Engine

Today’s students use TikTok and Instagram to answer questions Google once did:

• “Best student apartments near campus”
• “What it’s really like to live at [Property Name]”
• “College move-in day tips”

Your content should be discoverable by questions, not just your brand name.

Best Practices for Search Visibility:

• Use captions that include long-tail keywords Gen Z might actually type (e.g., “student housing near FSU” or “apartment tour UGA 2025”)
• Add subtitles and text overlays that match common queries
• Create short-form video content that mimics the format of peer reviews, walkthroughs, and day-in-the-life stories

Bonus: This also helps your content show up in AI-driven search responses and recommendation engines.

3. Rethink What “Authenticity” Means

In the student housing world, too many brands confuse “authentic” with “low effort.” Gen Z can tell the difference.

They want content that feels real—not random. A quick iPhone tour with a resident host can outperform a $10K drone shoot if it delivers value and emotion.

High-performing formats for student housing:

• Resident-led TikToks or walk-throughs
• Real questions answered in real language
• POV videos: “Here’s what I wish I knew before moving in”
• Meme content that blends humor with insight

4. Optimize for Emotion, Not Just Impressions

You’re not just competing with other apartment complexes. You’re competing with a viral dance video, a breakup story, and a creator’s skincare routine—all in the same feed.

The only content that gets remembered is the content that makes someone feel something. For student housing, that might be:

• Nostalgia for high school friends
• Excitement about independence
• Anxiety about choosing the wrong place

Tap into that.

5. Treat Every Post as a Micro Test

This is the biggest mindset shift we bring to our clients at Studio+Commerce.
Your content calendar isn’t a checklist. It’s a lab.

Test hooks. Test visuals. Test formats.
Look at watch time, not just likes. Listen to the comments.

Refine and retest.

Final Thought: Gen Z Doesn’t Want Your Offer—They Want Your Vibe

If you’re at your final push to hit budgeted occupancy, don’t just run another rent special.

Shift the strategy.
Build a brand they actually want to be part of.
Invest in creative that mirrors how they see themselves.

That’s how you stand out—on social, in search, and in AI results.

About Studio+Commerce

Studio+Commerce is a creative and digital partner for lifestyle communities, student housing, and Gen Z brands.
We build culture-led funnels that turn scrolls into leases—with full-service production, content strategy, and paid media management.

Ready to rework your leasing funnel for the next generation?

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