By Kaitlin Guither
6 Things You Need to Know About Marketing to Generation Y.
A few weeks back, we posted a blog on What Millennials Look For When Buying a Home, if you missed it, you can read it here. Millennials make up 1/4 of the total U.S. population and carry a buying power of over two-hundred billion each year. While many are struggling to pay off student debt, the American dream of some day owning a home is still very much alive and well. This is music to our ears in the real estate world. This week, we’re going to dig a little bit deeper and uncover a few simple and efficient ways that we market our properties and our team to this massive demographic.
1. Sell the Experience
One way that millennials differ from Gen X and Baby Boomers is that they’re not simply sold on the idea of luxury living–they want to know that homeownership is going to be an amazing experience overall. When writing your listing descriptions, don’t just rattle off a list of upgrades, but instead paint a picture of how the back patio is the perfect place to catch the sunset and entertain friends and family around a fire pit. According to the National Association of Realtors, detailed property descriptions are at the top of the list for most valuable website features when searching for a new home. Make sure your listings tell a story!
2. High Resolution Photos and Videos
This one kind of speaks for itself. We browse the web for hours out of the day and are constantly exposed to professional websites with thoughtful content and crisp graphics, so we expect no less when looking for a new home. There is nothing impressive about an iPhone photo. Look into buying a camera with a wide angle lens or hire a professional to do the job for you–it makes a WORLD of difference in your listing presence.
3. Utilize Social Media
Traditional advertising, i.e. direct mail, magazine ads and radio ads, are definitely not providing the ROI that they used to. Younger generations look to social sites like Facebook, Instagram, Snapchat and blogs to read about current events and gain knowledge on various topics. We use our Facebook page as a way to not only market our listings, but act as an information post for the local community. It’s a great way to engage with your neighbors and leave a lasting impression.
4. Reviews, Reviews and More Reviews
According to Forbes, 93% of millennials read multiple reviews before deciding whether or not to purchase a good or service. You also have to remember that potential buyers are indefinitely going to read the reviews of another agent or another team, so make sure yours are genuine and explain why you’re worth those five stars. Asking past clients to write you a thoughtful review is easy and makes a monumental impact on your reputation. When a buyer or seller closes on their home, wait a week or two in order to give them time to get settled, and then reach out in a unique way that makes them remember how fantastic you were throughout their entire experience!
5. Authenticity is Key
To tie all of these tips together, make sure that you’re authentic in everything you do. Improve your customers lives by providing them with relevant content rather than constantly shoving your product or service in their face. Create a brand-consumer relationship by acting as a local area expert; it will ultimately help you sell the “experience” of homeownership. Lastly, stay true to yourself and true to your product. Millennials want to know that they are in the hands of someone they can trust, not just in the hands of a salesperson.
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