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Gen Z rentersthe fastest-growing active segment of the renter market in the USare flocking to small towns in the heartland, in a trend that’s completely opposite that of their millennial predecessors. 

And according to a new RentCafe study, those renters overwhelmingly prefer small, affordable towns in the Midwest and the South. The top trending markets for Gen Z renters included Greenville, N.C. (which has a 35% share of Gen Z renters); Little Rock, Ark. (34% share); North Little Rock, Ark. (31% share); Norfolk, Va. (30% share); and Lake Charles, La (33% share). And in 18 of the top 20 trending markets for Gen Z, the share of rental applications submitted increased by at least half over the year.

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