Delivering the real estate experience for the fastest growing group of buyers – RISMedia


It’s safe to say that the property buying experience isn’t what it used to be. There are more ways to research a home, more industry experts than resources, and more people looking to buy than ever before. In fact, homeowners amassed a combined $1 trillion in additional home equity in the first few months of the pandemic. A large chunk of that sum came from millennials looking for their first home after years of renting.

In fact, millennials now make up 43% of home buyers — the most of any generation — up from 37% last year. Of these buyers, approximately 90% used a licensed REALTOR® to help them find their home. Given these data points, it has never been more important to review your marketing and technology efforts to meet the needs and expectations of an increasingly dominant generation of homebuyers.

Rule one: Be visible

When marketing to millennial shoppers, it’s important to understand where their attention is focused. Social media is a big deal for this generation of digital natives who have embraced using sites like Facebook, Instagram, and Snapchat. Millennials gravitate toward visual content, such as B. short videos that agents can use to highlight current offers.

In fact, Snapchat was the most popular social media platform among Millennials and Gen Z shoppers in 2020, followed by sites like YouTube and TikTok. Not sure whether to dive into or speed up all social media platforms at once? Start small and focus on a few, then build from there. By taking simple actions like adding more videos or creating photo posts that show off your listings, you can make a bigger impact on your online reputation.

Take them on a tour

Yes, we’re finally at a place where we can comfortably meet customers in person again. But in the last two years, the market has adapted so technology is taking over, offering prospective buyers the ability to see their prospective homes via virtual tours.

Virtual tours are still important and can help ensure that buyers who cannot be physically present are at least virtually present. Complementing offers with short videos can also increase your marketing efforts while entertaining and informing customers. By looking at the images from all angles, they offer many opportunities to get a feel for the property without having to drive across town to see it.

promoting your brand

An easy-to-navigate and easy-to-find website that promotes your business is vital to being accessible to your potential customers. With 9 out of 10 people looking for a new home online, it pays to create platforms that reinforce your brand.

At PalmerHouse Properties, we grant our agents access to our parent company HomeSmart’s SmartGallery tool, a resource that allows agents to create a personalized, custom website for their listings. This tool helps your customers, your brand and your potential to attract more customers at the same time. Each website includes property details, a custom image gallery, an open doors schedule, neighborhood information, and a contact page where you can be reached directly for more information.

Marketing for millennials is worth the effort. To successfully grow your real estate business, remember to focus at least some of your real estate marketing on this robust target market.

Robert Duncan is Vice President and Chief Operating Officer of PalmerHouse Properties, a brokerage firm operating under the HomeSmart brand. Robert is responsible for actively managing and participating in franchise relationships to drive brand goals and for managing the franchise sales and support teams.


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