75% of Gen Z Prefer Renting Homes | Time for Property Owners to Seize the Opportunity

Now property owners have the chance to turn idle assets into profitable coliving investments.

For today’s younger generations especially Gen Z and Millennials owning a house is no longer considered a must-have milestone. Rising property prices and stagnant income growth make buying a first home feel out of reach.

According to a Business Insider report (July 2025), only 24% of Gen Z in the US have successfully purchased their first home, a steep drop from 50% in 2010. On the other hand, 75% of Gen Z believe renting is financially smarter, while 83% see renting as a way to save for other life experiences.

This shift isn’t just happening in the US. A survey by GoodStats revealed that in five major Indonesian cities, 38% of Gen Z are interested in rent-to-own schemes, 34% prefer renting for financial flexibility and mobility, while only 14% are keen on taking a mortgage.

Take Jakarta, for example. With fresh graduate salaries averaging IDR 5–6 million, saving for a down payment could take years—while property prices continue to climb. No wonder modern coliving and city apartments are becoming the go-to choice for young professionals.

Internal Rukita data reflects this trend: 55% of residents are Gen Z (under 27), 45% are Millennials (28+), and even 15% are young married couples who are open to renting after marriage. Renting is no longer just a temporary solution, it’s a lifestyle choice.

Also Read: A Complete Guide to Work in Indonesia as a Foreigner

Turning Second Homes or Empty Lots into Profitable Assets

This shift in housing trends opens up exciting opportunities for property owners. Idle houses, abandoned buildings, or even empty land can be transformed into exclusive or modern coliving spaces with long-term profit potential.

But managing a rental business isn’t always straightforward something David, owner of Rukita Brighthouse Karawaci, knows firsthand. “I started my kost or coliving business back in 2014 and handled everything myself-admin, finance, even collecting rent. It was really overwhelming,” David shared.

“Rukita had approached me since 2018, but I wanted to try managing it myself first. By 2022, I finally joined, and it turned out to be much more professional compared to other operators. With Rukita, I don’t have to worry about anything everything is handled professionally,” he explained.

“Young people value flexibility, so they’d rather rent than buy. Coliving will continue to grow because it offers stable income and better returns compared to many other investments,” he added.

The same goes for Furqon, owner of Rukita Smart Cipete and Rukita Space Bahari Cipete. He saw an abandoned building near the MRT station and decided to turn it into a productive coliving.

“As a full-time worker, it would’ve been tough to manage everything myself. But with Rukita, things are much easier, professional, and transparent. I can focus on my main job while Rukita takes care of the daily operations,” he said.

Both David and Furqon’s stories highlight how partnering with Rukita transforms challenges into opportunities whether it’s managing day-to-day operations or making the most of idle assets.

The Hidden Challenges of Running a Coliving Business

At first glance, running a coliving business may look simple-build rooms, rent them out, and collect income. But in reality, it’s much more complex. Property owners often face issues like tenant complaints, building maintenance, and ensuring residents feel at home.

Without professional management, it’s easy to lose competitiveness. “Most people think the challenge is finding tenants, but the real struggle is managing operations—complaints, daily technical issues, and keeping everything running smoothly,” said David.

Shirley, owner of Rukita Jade Ketapang Gajah Mada, had a similar experience. She initially tried working with another operator, but many operational issues still fell on her plate. “It was exhausting to handle everything myself. With Rukita, it’s all managed professionally. I just monitor the progress, while pricing, projections, and operations are all handled for me. Now, it really feels like passive income,” she shared.

Coliving is no longer just a traditional rental business—it’s an investment that requires design, hospitality, digital systems, and professional management. Fast internet, common areas, 24/7 security, and community engagement are what keep young tenants loyal.

The Benefits of Partnering with Rukita

This is where Rukita comes in. Since 2019, Rukita has become Indonesia’s leading coliving operator, trusted by over 1,300 property owners across 21 cities. Every year, more than 50,000 people call Rukita home.

“Through RuManage, I can see all income and expense reports every month—transparent and easy,” David explained. For Shirley, the main value lies in peace of mind. “Working with Rukita isn’t just about profit, but also security. The income is stable, everything’s transparent, and I know my property is in good hands.”

With housing trends shifting and demand for modern rentals growing, now is the perfect time for property owners to seize the opportunity. But success in coliving requires more than just empty rooms—it takes the right system, experience, and professionalism.

Rukita is here to help. With proven expertise, technology-driven solutions, and a trusted track record, Rukita empowers property owners to turn their assets into high-demand coliving spaces.

Join over 1,300 property owners across Indonesia who have already partnered with Rukita. Enjoy stable income, stress-free operations, and the satisfaction of providing quality housing for the next generation.