Know that Millennials represent an entirely unique generation of consumers. They are America’s first generation of digital natives. How their digital fluency defines them and how it defines their expectations of the world around them has real impact on how business is and will be done from now on.
Marketers, that includes you, real estate agents, to the Millennial Mindset must pay attention to Millennial self definitions, Millennial expectations of the world around them and Millennial communications.
Millennial self-definitions: According to the marketing team at Linked In, Millennials see themselves as creators, builders, fixers and curators of everything in their world. They like and want to be in the “driver’s seat.” They are willing to work hard to find a better, more efficient, more seamless ways of doing things. And they want to know what they want to know and have what they want to have NOW.
Millennial expectations: Millennials expect more consumer control of their customer experiences. They expect accessibility, efficiency and ease at every step of any transaction. If they don’t have that accessibility and ease from the get-go, they are gone. Millennials expect streamlined utility and an ongoing, action-oriented commitment to re-invention and improvement in order to make things easier, better, more efficient. No wonder Apple is a favorite among Millennials. Each of its new product iterations re-invents itself with improved utility, ease, connectivity, information…even if only slightly
Millennial communication: Digital language is Millennial language. They were born with screens in their hands. And their friends were born with screens in their hands. By everyone having access to the same information, Millennials want to know what their friends think about that information, that product, that brand, that house, you matters…A LOT.
Here are a few tips for you and your marketing teams to consider when it comes to marketing to Millennials:
1. Make sure all your listings, market data, contact data, channels, platforms, whatever are seamlessly connected.
2. Make sure all your every thing is mobile.3. Make sure your customers know you are invested in them, not just your bottom line, not just your client with the biggest bank account. Tailor/personalize your marketing to them as distinct individuals.
4. Make sure you value your customer’s friends and families. What they think about the house you’re buying or selling with them and how you do that buying or selling matters a great deal.
5. Make sure you, your website, your mobile device, etc are available and accessible to your customer 24/7 in virtual and/or real time. Also, make your customer contact section easy and voluntary. Millennials are impatient, do not like to wait and want to take their own time to determine whether or not to trust you with their information.
6. Make sure you have customer comments, reviews, ratings on your platforms and devices. Millennials care about being able to express their opinions and they care about the opinions of others. A lot.
7. Be your authentic self. No one can be all things to all people.
PS 64% of the 6.2M Millennial households with annual incomes of +$100,000 are headed by women.
