From TikTok to Turnkeys: Winning Gen Z & Gen Alpha Talent in Multifamily
- bberrodin
- 2 days ago
- 3 min read
They scroll fast, learn even faster, and care deeply about purpose. Meet your next generation of leasing agents and maintenance techs: Gen Z and Gen Alpha.
With more than 70 million Gen Zers in the U.S. and the first wave of Gen Alpha entering the workforce in the next decade, the multifamily industry is facing a generational shift unlike any before. They’re digital natives. They're diverse. They're driven by values, flexibility, and growth. And they’re not afraid to ghost a company that doesn’t get it.
At BGSF, we’re not just watching the shift. We’re leading it. With decades of experience connecting top talent with top-tier communities, we’re helping property management companies reimagine what it takes to attract, engage, and retain the workforce of tomorrow.
What Gen Z & Gen Alpha Want
Here's a hint: It’s not just a paycheck. According to Multifamily Insiders, younger workers are clear about what they value:
Purposeful work: They want to know they’re making an impact, not just following orders.
Tech-friendly environments: Outdated systems and paper forms? Not going to fly.
Flexibility: These generations grew up during a pandemic and live in a gig economy—they expect options.
Continuous learning: Think micro-credentials, not just once-a-year seminars.
BGSF’s own 2025 Satisfaction & Retention Report echoes this. Over 97% of our associates said they’re willing to invest their own time to learn new skills. And when asked what would earn their loyalty? Career growth opportunities and positive culture ranked higher than pay. These aren’t just trends. They’re truths.
Why It Matters to Multifamily Operators
Let’s face it—leasing agent turnover is expensive. Losing a great maintenance tech can derail service and tank resident satisfaction. And when over 50% of property management staff have been in their role less than a year, as our survey revealed, retention becomes more than a goal. It’s a business necessity.
To compete, operators must rethink how they position their roles and who they’re hiring. It’s no longer about filling a seat. It’s about building a brand that Gen Z wants to be part of.
Winning the War for Young Talent
We get it. Staffing a community isn’t just about plugging in people. It’s about finding the right fit, right now, and building pipelines for the future. Here’s how we do it:
Custom Recruiting, Built for Multifamily
We connect communities with qualified, vetted professionals in leasing, maintenance, management, and grounds. Whether you need temp, temp-to-hire, or permanent placements, we’ve got it covered.
Real-Time Market Insights
With access to the largest database of Multifamily professionals nationwide, we know what candidates want before they even apply. We track trends, survey our workforce, and help our clients stay one step ahead.
Upskilling + Career Pathing
Training matters, especially to younger generations. That’s why we support learning with tailored resources and flexible programs. This includes our Maintenance Training Program, a fast-track, self-guided program that prepares talent for everything from entry-level porter duties to HVAC-certified technician roles.
Culture-Focused Matching
Gen Z and Gen Alpha want to feel seen. We assess not just skills, but personality, preferences, and workplace values, ensuring your new hire aligns with your brand and community vibe.
Gig-Ready Staffing Models
Need weekend leasing help or project-based maintenance support? We’re all-in on gig-style flexibility, because today’s young talent wants options.
So, What Can You Do Today?
If you're serious about hiring and retaining Gen Z and Gen Alpha talent, start here:
Audit your culture: Is it inclusive? Flexible? Fun?
Upgrade your tech: From leasing software to onboarding portals, your systems matter.
Show career paths: Even entry-level roles should come with a vision for growth.
Partner with a staffing firm that gets it: (Hey, that’s us!)
Tomorrow’s top property teams are forming today. The best way to future-proof your community? Invest in talent that’s curious, connected, and ready to grow. Gen Z and Gen Alpha are coming for the keys, literally and figuratively. Let’s make sure they land in the right hands.
Want to attract the next generation of property management stars? Contact BGSF today and let’s build your workforce of the future.
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