Millennials make up the largest segment of home buyers and first-time homebuyers, according to the National Association of Realtor’s2014 Home Buyer and Seller Generational Trends Report. With Millennials already proving their influence in today’s real estate market, the question comes to mind: “How can you reach Millennials” and “How do drive Millennial Traffic to your real estate website”?
Millennials are on social media for an average of 3.2 hours a day. But if you and every other real estate brokerage are on social media, what can you do to make Millennials favor you over everyone else?
I’ve heard some great tips on this from other articles, like “Share helpful content” and “Don’t be spammy”, which are both valid. But in addition, consider posting content they’d want to share. Rent.com does this with their Top 10 Cities for Singles and Top 10 Cities for Couples. Money Magazine also does this with lists such as Youngest Places. These campaigns are designed to be appealing, useful, and are highly shareable.
Also, be sure to maintain personal social media accounts and remain active on them. Everything you think is useful on your corporate account should be shared on your personal accountfor your friends, neighbors, and relatives. This might be the largest factor to your social media success since 98% of Millennials are more likely to engage with a friend’s posts rather than that of a brand’sand younger buyers are predominately referred to their real estate agent through a friend, neighbor, or relative.
The next medium people jump to when reaching Millennials is mobile devices asMillennials check their phones 43 times per day on average. Designing your website to be responsive is essential for driving Millennial traffic from mobile searches. If your site is responsive, it will be optimized for iPhones, Android phones, tablets, and desktops. Recent studies indicate that Millennials prefer mobile advertisements to desktop advertisements. So if you’re utilizing banner ads or Google AdWords on desktops, it may be interesting to test out mobile advertising for a couple of weeks.
Remember your Messaging
To reach Millennials and drive Millennial traffic to your real estate website, regardless of your medium, humanize your messaging. Change your “sales speak” to a tone that’s morehelpful and conversational. Positioning yourself as a guide who’s here to assist them in finding their next home can set you apart from competition and make you stand out in the eyes of today’s top home buyers.
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