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
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
3. Be direct, then move
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
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
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.
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
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
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.
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
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