Marketing to Millennials
In today’s real estate market, Realtors understand the necessity to maintain practices that are tried and true to sell properties, but are finding it vital to implement new and creative ways to reach younger generations of buyers. In spending time with different agents, we noticed some recurring trends of big time blunders when it came to thinking outside the box. Read below for some of the more popular flubs that we ran into and avoid making the same mistakes.
Being unwilling to try new things. As mentioned above, it’s time to start successfully marketing to the next generation of buyers, buyers who do their Christmas shopping on-line - buyers who want to plan a vacation, order their groceries and schedule a property viewing all within their lunch hour. This doesn’t mean you throw out what’s been working well, but it does mean you keep an open mind about trying new things in order to stay relevant. Side note; complaining about younger buyers’ obsession with technology will do nothing to help sell homes, but being willing to change up your game a little will!
Underestimating the power of social media! This should be a no-brainer, but we’ve met numerous agents that are hesitant to jump on board. It takes a little time to build a following, but as millennials are becoming the target market for real estate, it’s vital to begin familiarizing yourself with and utilizing big social media platforms like Facebook, Instagram, Pinterest and Twitter.
When posting to any major platform, it’s important to adhere to the rule of 80/20; most of what you post should work towards building your brand. That means that 80% of your posts should include information that will allow followers to learn about you, your opinions and glean information from your experience. Some simple examples would be posting a picture of the neighborhood you specialize in and listing some key reasons why you personally love it, or a picture of recent sellers/buyers with a short sentence about why you loved working with them. Another great idea is posting a simple tip or trick for sellers/buyers to note when selling/buying a home. People love free valuable advice and it’s a perfect way to build trust with potential clients.
The other 20% of your posts should be about listings, open houses and other product information. It’s absolutely acceptable and expected that you’ll be highlighting information about homes you’re trying to sell, but you want to be careful to remember that less is more as most followers get turned off by too many product posts.
Requiring a visitor on your site to fill out a Contact Form before viewing properties. Let’s keep things in perspective. You’re not spending money or committing to anything by allowing access to your listings, so why on earth would you put a huge road block between a site visitor and property details? People today, even serious buyers, are incredibly hesitant to provide unnecessary information without vetting a site thoroughly. While offering a Contact Form for buyers that want more information is a definite must, requiring buyer contact information so early in the game raises a big red Spam alert to site visitors!
Directing potential buyers to a page that doesn’t showcase the property to its highest potential. Oh, we can go on and on about this. What is the point of taking the time to input all the information for a property on your site, when it does nothing to actually make the property look attractive? Our biggest pet peeve – displaying pictures of homes so small you have to squint to make out what’s being shown. Some things to keep in mind when creating a property web page:
- Spend a little money hiring a professional photographer – bonus, several photographers offer breathtaking aerial photos using drones for higher end properties.
- Choose the best photo to start a property slider and make sure the photos are displayed large enough on a web page to allow potential buyers to see the home well.
- Clearly highlight details and amenities of the home in an organized, uncluttered layout. Today’s generation of buyers want quick pertinent information without having to read paragraph after paragraph to get it.
- Choose a legible font; cursive and some new handwritten fonts are great for certain print jobs, but stick to clean simple fonts for property information pages. The smaller, script like fonts often make a page look cluttered and difficult to read.
Don’t neglect the surrounding neighborhood. The generation of buyers today place a much larger value on community than previous generations. Make sure to highlight merits about the community, schools and upcoming development to help your listings stand out.