With millennials emerging in the workforce and getting into the real estate market, digital solutions (websites, blogs, social media) should be applied to real estate listings to market them effectively.
You can say what you want about Gen Y, but with the oldest millennials now settling down and starting families, it’s only a matter of time before the workforce is taken hold of by even younger millennials, replacing the Gen Xers before them. Millennial consumer marketing has never been more imperative. And because millennials are also known to be technologically fluent, it’s a must to speak their language. While real estate is a relatively stable industry, there’s always room for improving the way you get your message across.
Here are three solutions to make your real estate listing marketable to millennials:
Information + Experience = Content
Older millennials are now at a stage where they are buying their first houses and making their first investments, but they could also use some help in understanding the entire process. Millennials thrive on information. As avid consumers of media, they are part of the majority of the population that is bombarded by information on a daily basis. They want it fast and straightforward, but also like to be entertained (which means they are also easily distracted.)
Still, millennials value guidance and often turn to credible resources for it. Starting a blog is a good idea. This could contain useful information they can use to guide their purchase decisions and generally set you as a credible voice in the industry. Try to diversify your content formats because this generation is all about diversity.
Make sure your information is as easily digestible as possible—enough to hold someone’s attention while getting the basics across. And because Gen Y is also a visual generation, you can also try to communicate visually. Utilize sites like Youtube. Get good quality photos, videos, infographics, and art for your site.
Be where they are.
As the first “digital natives”, millennial connections are digital. This is also true when it comes to their responses to brands. Millennials respond better to brands that invest in more personal connections with their consumers rather than traditional advertising. Social media platforms are the best way to reach and engage millennial audiences–a brand’s presence on social media translates to connection and trust. Social media has become part of our everyday lives, but this is especially true for millennials who witnessed its first boom and have grown up with it. They are more likely to use social platforms for products, services, and information.
Help your market feel like you’re establishing a relationship with them rather than just making a sale. Give them an interactive experience. Talk to them. It’s all about the connection.
Online portals are your friend.
The most effective way to the market real estate is still the most basic—through property listings. But we’ve come a long way since the age of newspaper listings. Most millennials search for properties online, so investing in an online real estate platform is a good idea to reach them. The most important feature of which would be up-to-date property listings.
Research plays a significant role in any purchase process, so it holds true for buying property. They want a good platform to be able to compare and dissect property prospects. Millennials want the most interactive experience as possible, without leaving the comfort zone of a screen and a few clicks. Additional features such as reviews, digital tours, and mobile accessibility would definitely help your listing become more millennial-friendly.
With millennials being a significant part of the market, even more so in the near future, it’s important for brands to step up and listen. At the end of the day, if your brand sticks to what millennials value most—creativity, authenticity, personal connections, experience—you’ll most likely stay in the game.
