If you’ve experienced an influx of younger home buyers toward your real estate agency, you’re not alone. According to Placester, millennials (generally considered to be ages 36 and under) now account for the largest share of home buyers, at a solid 34%.
It’s no secret that real estate companies must use social networks like Facebook, LinkedIn, and Twitter in order to increase brand awareness, generate web traffic, get new customers, convert leads, nurture prospects, and increase sales. But in order to maximize your agency’s potential to pursue leads and help younger clients find the first homes they’ve always dreamed of, you’ll have to stay vigilant and meet your millennial audience halfway when engaging and communicating with them.
Here are just a few digital marketing strategies to help your real estate agency land the millennial client every time.
Everybody associates millennials with a love for technology, and there’s a lot of truth behind the statement, simply because millennials grew up being more immersed in technology than any previous generation. This means that they do more browsing on their mobile phones than older generations. Use this trend to your agency’s advantage by optimizing your website for mobile-friendliness. Not only will your site be more accessible, but allowing your audience to browse homes, read blog posts, and request consultations without needing to be at a computer increases overall visibility.
However, this tip isn’t just about appealing to phone-addicted millennials. If you’ve noticed a drop in your website’s search rankings, it may be because your web design doesn’t take mobile users into account. Search engines like Google prioritize mobile-friendly websites in the search rankings, which means this advice can help your agency in more ways than one.
Get Social Media Savvy
When targeting millennial home buyers, you’ll have to go beyond Facebook when it comes to the social media branch of digital marketing. On average, consumers are exposed to 3,000 ads and promotional messages every day, and with the infinite amount of knowledge available at our fingertips, it shouldn’t come as a surprise that many millennials want to be able to receive and process as much information as they can in as little time as possible. Fortunately, many social media channels are seemingly designed to do just that.
“Some of the most effective options for targeting Millennial home buyers (and others) are shareable blog posts and short videos posted on YouTube and Vine. Many agents today are writing their own blogs and posting videos from their smartphones onto social media sites that can be seen worldwide. As more people “Like” their video tours of home listings or share them on Facebook, Twitter, LinkedIn, Pinterest, Google Plus, Tumblr, or Instagram, the potential growth rate of viewers is almost limitless,” writes Real Estate Express.
What if you aren’t ready to become a social media guru? The solution is simple: hire a millennial to manage your real estate company’s social media channels.
Your Marketing Should Provide Helpful Information
Keep in mind that millennials are interested in content that will help them learn, not just entertain them for a moment. Consider focusing some content around the real estate industry or any other industry relevant to being or becoming a homeowner. That means some of your company’s marketing materials should focus on informing, not selling. Millennials hate the hard sell.
For example, an estimated 15% of all new homes have serious structural defects and damages, which may include termite damage. Therefore, a short instructional video about how to perform a DIY structural inspection is likely to appeal to just as many millennials as a video tour of a luxury home they probably can’t afford.
Appeal To Millennial Values
Finally, during your digital marketing strategy development, keep in mind that appealing to millennial values can go a long way in generating and converting leads. For example, more millennial consumers are buying with sustainability in mind than ever before. Highlighting the eco-friendly benefits of each listing and advertising them more than others on social media can significantly help with millennial outreach. This also applies to all modular homes, which are inherently more sustainable. Produced in one-fifth the time and at half the cost of site-built homes, manufactured housing assembled in a controlled, factory environment uses fewer materials and generates 35% to 40% less waste than comparable site-built units. Don’t be afraid to use any and all eco-friendly home features as major selling points for millennial audiences.
Ultimately, having a well-developed online presence and understanding the millennial home buyer mindset is the key to landing more clients in 2018. A digital marketing campaign isn’t enough; you need a digital marketing campaign designed to appeal to young, first-time homeowners.