Marketing to Millennials: 6 Strategies for Real Estate Agents
Marketing to Millennials requires a tailored approach. Read on for 6 marketing strategies you can use to reach this audience.
Marketing to millennials requires a different approach than what you may see or use to market to other generations. Millennials’ buying power continues to grow, and as they age, they’re becoming more ready to invest in real estate. They need agents like you, but how can you be sure they’re swayed by your marketing?
Why You Need to Shift Your Approach for Marketing to Millennials
According to the National Association of REALTORS® 2023 Home Buyers and Sellers Generational Trends, Millennials make up the largest cohort of homebuyers at 28%. Moreover, nearly 60% of all Millennials were first-time home buyers.
With this generation’s prevalence in real estate growing year after year, you need to meet them where they’re at with marketing that strikes a chord with their desires, trends, and tastes. It doesn’t have to be hard — we’re breaking down 6 ways you can adjust your marketing to reach and resonate with a Millennial audience.
Keep in mind, the Younger Millennial to Older Millennial age range falls between 25 to 43, so shift away from hashtags, avocado toast, and peace sign selfies and embrace the maturity of this generation’s growth.
6 Strategies to Help You Tap Into a Millennial Audience
By using the tactics below and weaving them into your existing marketing strategy and approach, you can seamlessly address this audience with ease.
#1. Use Social Media to the Fullest
Social media is a crucial part of Millennials’ lives: it’s how they keep in touch with friends and family and share what’s going on in their daily lives, real-time. The top two most-used platforms for Millennials are Facebook and Instagram. You likely already have a presence on these platforms, especially since the National Association of REALTORS® 2023 Member Profile found agents were most active on both.
Maximize your social media presence on these platforms and invest in online ads targeting Millennials. Be sure to create content that speaks to them, their current stages of life, and emphasize how important it is to invest in real estate — and that you’re the expert to help guide them through it all.
#2. Be Honest and Authentic
Millennials love it when people, brands, and businesses keep it real. So, approach your marketing from a place of authenticity. Create content that gives sneak peeks into your daily life as an agent. Be active and present on your social media profiles and website. Show off what you’re up to, and open up lines of communication digitally.
Having this accessibility and relatability will encourage them to engage with you, and perceive you as an approachable professional, rather than a strict authoritative real estate figure.
#3. Use Interactive Tech
This particular generation embraces technology, especially as it shifts and changes shape. On your website, offer things like 3D walkthroughs or virtual tours, high-quality or interactive property photos, and artificial intelligence-driven chatbotsartificial intelligence-driven. The convenience and ease offered by technology helps Millennials feel empowered to make the right decisions and gives them confidence you’re a modern, tech-savvy agent.
It’s also helpful to use online technology for webinars or live sessions (like Facebook or Instagram Live) to host digital seminars to specifically educate the Millennial audience. Remember, they’re a huge chunk of the first-time homebuyer population, so ensure you’re breaking down these walls to help them reach their home ownership goals.
#4. Make Your Marketing Mobile-Friendly
The Millennial generation is the first population to witness the dawn of a smartphone-centered world. It’s no surprise: they’ve even been ranked as opening mobile apps more frequently than any generation prior. Since smartphones are an extension of themselves, how they stay updated, informed, and communicate out to the world, it’s important your marketing is mobile-friendly for Millennials.
Create content that looks great on a phone screen as well as a computer. Leverage social media apps frequently. Make sure your website is mobile-friendly and accessible on a smartphone, too.
#5. Showcase a Good Cause
More and more, Millennials are becoming deeply philanthropic. They care about a brand’s values, rather than simply the services they provide. The generation is also far more concerned with things like environmentalism and sustainability. How does this relate to your marketing? Show off your contributions to causes you’re passionate about in your online efforts.
If you’re passionate about sustainability or the environment, let it be known in your marketing. There’s even a designation for eco-friendliness from NAR you can pursue and have as an area of focus. Incorporating your own philanthropic efforts or causes you’re passionate about will also make you more relatable to Millennials, further strengthening your authenticity to them and also allowing them to align their values with yours.
#6. Personalize Where You Can
In a similar vein of authenticity and relatability, Millennials don’t want to feel like you’re painting them with a broad brush. They resonate with brands and businesses that have marketing that “speaks” to them directly, so they feel seen and valued as a consumer. To mimic this same effect in your marketing as a real estate agent, leverage personalization wherever you can.
Run social media ads calling out Millennials in your local market. Write blogs tailored to first-time Millennial homebuyers. Craft email campaigns using their first names, details they’ve shared with you, and a relatable tone of voice. Send real-life mailers that are based on an action they’ve taken, like signing up for your email list or downloading one of your guides.
By including a more personalized, holistic approach to your marketing efforts, you can reach this audience and leave a lasting impression.
Start Making Your Mark on Millennials
With a new shift in marketing under your belt, it’s time to put these tips to work. Sign up for your free RealEstateAgents.com profile today to be seen by more Millennial prospective clients. Show off your history and achievements, skills, reviews, badges, and more!