With Millennials surpassing Baby Boomers as the largest segment of our country’s population, it is more important than ever to build a brand and a business that appeals to them. Especially since Millennials are approximately one-third of all home buyers and sellers. With these numbers in mind, it is clear that establishing and maintaining a real estate brand that wins over 21-35-year-olds is now mandatory. The question is, how does one create such a brand?
Dispelling the Millennial Myth
When you think about Millennials and building a brand that will earn their trust, you probably think that technology needs to be at the forefront of your messaging. This is the most common millennial marketing myth out there today. Although technology is a priority to them, Millennials care far more about authenticity, altruism, and accountability, the three A’s of Millennial marketing. The biggest way that companies lose their footing with this lucrative sector is that they lead with their tools, rather than their hearts. Even more than Baby Boomers and their parents, Millennials want to see and need to believe deep down that you care about them before they will buy into you.
Natural Authenticity & Altruism
While everyone is out there telling Millennials that they care about their needs, a better approach is to create content that is in the best interest of this demographic and offer it up for free on a consistent basis. This shows that you authentically care about the community and are willing to earn their business. The more content that you create, and the more valuable it is, the more powerful your brand will be at attracting all the right people, whether they be buyers and sellers, agents, or referral partners. Give your knowledge and content freely without expecting anything in return, and the returns will come.
Another very powerful way that you can show off your authenticity is through customer service, which happens to be another major priority of Millennials. Don’t claim to be dedicated to providing quality service and then drop the ball down the line. Instead, go above and beyond the call of duty and create content around how you help people achieve the results they crave. When Millennials talk, they will talk passionately about those that helped them and showed them that they really cared.
Accountability for the Win
There are moments in every business when things don’t go as planned and that is okay. Most Millennials are extremely forgiving when it comes to human errors with one caveat: you must hold yourself accountable. Let’s say that you made a promise to a young couple that you would meet with them for an hour to help them prepare an offer, but something comes up causing you to miss or forget your appointment. Don’t just shrug off the missed appointment or try to make excuses. Instead, use it as an opportunity to prove you are accountable by apologizing and providing even more time and assistance than you originally promised. Every mistake or human error can be transformed into an opportunity for advancement with Millennials if you prove that you are accountable for your actions.
Weichert® Brokers Live the Three “A”s
It is easy for Weichert to talk about the three A’s because these are similar to the values that have been part of our culture since before there were Millennials. Those are Integrity, Professional Standards, Added Value, Personal Service and Relationships for Life. These values not only apply to how you can better appeal to buyers and sellers, but also how you appeal to new agents and how you make your brokerage the place to be. As Jim Weichert has said since starting his business in 1969, “People buy people before they buy products or services.”
For more information on the Weichert approach to real estate and the tools and resources we offer to help you market your brokerage call us today at 877-567-3350 or visit weichertfranchising.com.