Marketing to millennials is something of a hot topic these days. Much has been made about the unique characteristics of this new generation (also known as Generation Y). But does all of this really make a difference when it comes to doing business with Millennials? The answer is yes – at least when it comes to real estate.
The millennial generation, born between 1980 and 2000, is a generation of people who are just starting out in a tumultuous world. Like previous generations, they want to have it all – but perhaps uniquely, they are less inclined to settle for just having most of it. There is no decision more personal than the choice of where to make your home, or when to sell it. For those in the millenial generation, the key is lifestyle. Millenials often take longer to decide to buy a home, because they want to be sure they’ve found a location that will support the lifestyle they are building for themselves. They are looking for community and connection.
What’s the best way for a real estate professional to market to Millennials? Position yourself not just as “someone who sells houses” but as “someone who knows neighborhoods”. Your marketing should reflect a deep understanding of what it takes to build the good life, so you can help Millennial clients figure out where to live and what to look for in a home:
- Real estate business cards should brand you as a local expert.
- Listings should mention great neighborhood shops and cafés as well as lot size and bedroom dimensions.
- Real estate postcards that feature local playgrounds and walking paths in addition to standard school zoning info.
- Door hangers in apartment communities should focus on lifestyle and neighborhoods, rather than markets and interest rates.
- Create Pinterest boards and Facebook posts that show off great local events, music venues, outdoor activities, and festivals. Millennials want to have fun!
While marketing to millenials is often touted as offering ground-breaking new ideas and approaches, in reality it’s just a different spin on classic, time-tested real estate marketing. After all, location and emotion have always sold houses.