5 Way to Sell to the Millennial Generation

Today’s sellers are benefiting from the Millennial generation (ages 34 and younger), who are eager to buy their first homes. In fact, Millennials made up the largest generation group (32 percent) of all buyers last year. So clearly they are a segment worth talking to, but many REALTORS® are having a hard time marketing to them. If you’re looking at tapping into this demographic of home buyers, here are five things you need to keep in mind.


1. Be authentic.

This is the most important thing you can do. You don’t need a spokesman -- simply be yourself and be honest. Don’t try to blow smoke, because they’ll see right through it. Make sure you present yourself appropriately.


2. You’re going to be fact-checked.

This generation of Americans is both skeptical and tech-savvy. So don’t try to sneak things past them. They’re going to double-check any numbers you try to share and look at multiple sources.


3. Be direct, then move on.

The Millennial generation was born “busy,” so you’re going to need to get your message out quickly. That’s why short and direct messaging tools work best.


4. Tell an emotional story.

Millenials want to feel like they’re helping to make a difference, and will support brands that do the same. So show how you are supporting the community you work with.


5. Don’t waste your time on TV.

Millennials simply don’t watch commercials. They grew up in a generation of DVRs and instant streaming content. So don’t waste advertising dollars on a medium they’ll never see.

Life is Timing – Especially in Real Estate


One of my favorite quotes from Bob Hope is, “I’ve always been in the right place at the right time. Of course, I steered myself there.” Everybody knows Hope had amazing comedic timing, but he was also brilliant with real estate timing. Real estate investments early in his career earned him the title Mr. Real Estate in southern California.


Being in the right place at the right time is the key. The National Association of REALTORS tells us that 70% of sellers contact one agent before listing their property. So, as Hope says, how can you “steer” yourself there and be the one agent who gets the call? It’s actually easier than you think.


Since almost half of all sellers go to friends, family and neighbors for agent recommendations, your job is to build a strong lead referral network. Consistent marketing to past clients, friends and family should be an automatic part of your business plan. These “organic” leads have the highest potential to become transactions, but many agents fear the time, effort and cost required to build their referral network.


Consistent marketing isn’t hard as long as you delegate the redundant tasks and automate the process. The Personal Marketing Company has products and services that make it easy for any agent to build a strong lead referral network. If you are serious about building and maintaining a career in real estate, you need to develop a lead referral network that calls you, instead of you cold calling strangers.

Stacking Meetings to Improve Productivity

On my fridge hangs a sign that reads, “Rome didn’t build a great civilization by having meetings, they did so by ruthlessly destroying anyone who opposed them.”  Luckily REALTORS® don’t have to be nearly that dramatic, but when I was touring Rome and saw that sign, I had to pick it up because I’ve spent my fair share of time in meetings. Now, I have nothing against meetings, especially when they stay productive. Article after article is published telling you how to make the most of your meetings. But what about scheduling them?

If you’re like me, you have several meetings in a day with gaps in between them. These 30- to 45-minute gaps are never enough time for me to get anything substantial done, but are just long enough to kill my productivity. So I try to avoid these gaps by consciously scheduling my meetings.

Spend time with your team and start timing your meetings. Once you have an average duration, start stacking your meetings together. That way you’re avoiding gaps throughout the entire day. If you need time to plan for the next meeting, that’s fine. Just be honest with yourself and set a realistic but limited time frame — don’t dilly dally.

Worst case scenario — you’re occasionally late to your next meeting. While you never want to be late meeting a client, your team will most likely understand and be willing to postpone starting for a few minutes.

Once you’re able to group together your meetings and your free time, you’ll be amazed at all this “lost” time you’ll be finding again.