How to Reach Millennials with Digital Marketing
It’s undeniable: We now live in a digital world. For the past several years, professionals that want to stay in business have had to acclimate – and in many cases, radically change – how they go about doing things, and real estate agents are no different. Take virtual home tours, for example. These days, you’d be hard pressed to find an agent not taking advantage of them; whereas before, and especially before the current outbreak, virtual home tours were really just starting to become a trend.
But even before the current health crisis, many agents have been well aware of the changing marketing landscape when it comes to reaching and engaging with younger buyers, especially millennials.
In fact, according to a report from the National Association of Realtors, virtually all millennials (98%) use the internet for their home search, and more than 80% of them found the home they purchased on a mobile device last year. Plus, we’re not that far out from Gen Z starting to become homeowners, and they’re more into digital than millennials.
Clearly, now more than ever is the right time to brush up on your digital marketing chops and make sure you’re meeting your customers where they are…online.
Perfect Your Web Presence
It’s likely you already have a pretty strong web presence. This includes your own website, email marketing, social media and more. While it seems obvious (although it’s easy to overlook), one of the first things you need to do is ensure that all of your contact information is up-to-date and correct across your web presence. You want to make it as easy as possible for potential buyers to find you online.
But the most crucial element is having your own website. This gives you a lot of flexibility in terms of how you position yourself and your brand to customers. Plus it gives you the ability to create your own content like a blog or online video series – both of which play an important role in connecting with millennial consumers.
Polish Your Listings
Once your web presence is up to snuff, it’s important that you invest in enhance the way you are listing homes, to ensure that you’re giving potential buyers the best possible impression you can online. You’ll also want to invest in high quality photography and, for extra measure, shoot an engaging video of each home. Like we mentioned earlier, virtual home tours are the norm now, and expected by home buyers.
This is really a win-win situation. The higher quality of images and video you use will make your seller’s happy and confident while attracting more potential buyers. Be sure to look into some of our further advice from the blog Create a Listing That Wows.
Reviews, Reviews, Reviews
Ask for them. Because they’re more important than ever. The more quality reviews you have online, the more likely you are to show up in people’s search results – so you’ll need them to improve your SEO. To increase your number of online reviews, it’s a good idea to ask all of your clients to write one if they are willing. While more and more people rely on reviews than ever before, writing them is still not always something a satisfied customer thinks to do, so a friendly nudge can always help with the cause.
As we all know, for some time now people have been turning to online reviews to help determine their purchase decisions on more than just products like cars, clothes and phones – they’re relying on reviews when it comes to picking professionals to work with, including real estate agents. When you think about it, the online review is today’s version of word-of-mouth, and agents have relied on that for decades.
Organic & Paid Media
While at first it might appear that social media is a great way to market to millennials for “free,” that has not turned out to be true. Yes, you can always market and reach consumers through organic social media, but that’s not something you can rely on. Organic media is ideal for reaching your most loyal customers, and that’s fine. In fact, that’s exactly why you should continue to use forms of organic media like social media and blogs. But one of the best ways to have a broader reach is asking to tag your clients in a closing photo. They in turn will then hopefully “like” the post, and you will have a wider net of friends to reach.
At the end of the day, the truth about truly effective marketing is that you’ll have to pay for it. And thanks to the internet, there are more places than ever to post paid social media advertisements. Also thanks to the internet, it’s easier than ever to know where you’re most likely to reach the audience you want to reach. Advertising on platforms like Facebook and LinkedIn can provide you with very specific targeting tools that’ll help you get the most from your marketing budget.
Speaking of getting the most out of your marketing budget, co-branding is one way you can reach a larger audience without having to spend quite as much. It’s also a faster way to build additional credibility, especially if you’re just starting out – a huge help when it comes to reaching millennials, who are likely to be more wary or cautious while shopping for an agent.
Partner with someone that has a good reputation. At Guardian Mortgage, we’re always happy to explore co-branding opportunities with agents. Give us a call to talk about options and details.
Try and Try Again
One thing will likely always remain true with regards to marketing: it’s a process of trial and error. Something that worked last year may not work this year. Heck, with the current pandemic, what worked two months ago doesn’t work now! The point is, your marketing should continuously evolve over time. And while we don’t believe digital marketing will go away anytime soon, the ways in which we market digitally may look different from year to year. Right now, and in the foreseeable future, it is the best and most efficient way to reach millennial home-buyers.