An Agent's Guide for Marketing to Millennials

Disclaimer: This article is for educational purposes only. We recommend doing your due diligence before investing in any marketing methods.

Now that Millennials are the nation’s largest demographic of homebuyers, many agents are looking to adjust their marketing to better match demand.

To do that effectively, it’s essential to understand what makes younger buyers tick—and what they’re looking for in a home. In this article, we’ll walk you through three major steps to help you tailor your real estate marketing to Millennials.

Digitize Your Real Estate Marketing—Without Sacrificing Authenticity

Instead of traditional, “salesy” advertising, Millennials tend to prefer indirect, personality-driven marketing methods. You’re more likely to catch their eye with content that conveys authenticity and builds an emotional, long-term connection.

Millennials are also particularly tech-savvy, so learning how to do digital marketing for real estate can be a smart move. Below, you’ll find a few ways to enhance your real estate agent marketing plan.

Text Message/SMS

While older generations may prefer phone calls, younger consumers favor text messages. One study found that Millennials prefer texting to talking because it’s less invasive (76%), it’s less disruptive than a voice call (63%), and it’s their preferred method of communication (53%).

Consider responding to leads via text message or even creating an automated text response. You may find leads respond faster than if you had sent an email or left a voicemail.

Email

Email marketing has been around for a while now, so if you haven’t already added it to your marketing tool belt, now is the time to do so. However, because email marketing is so popular, many consumers—especially Millennials—have become desensitized to click-baity email subject lines and content, and may assume they’re phishing attempts. So it’s a good idea to make your emails as personable as possible.

If you’re writing a follow-up email, try using conversational language and reference something they said to you during your last meeting. Or if you’re sending a newsletter, focus on adding plenty of free value in the form of buyer and seller tips, local news and recommendations, unique or overlooked listings, or resources for making homebuying more affordable. You can also add a personal touch by writing a friendly introduction or even referencing something interesting (and relevant) that happened to you this week.

Related: 9 Tips for Turning Real Estate Email Marketing Leads Into Listings

Social Media

The average Millennial spends over 2.5 hours scrolling through social media daily. That means if you’re not building your brand and promoting your services there, you’re likely missing out.

Once again, the key with social media marketing is to avoid constant selling and instead infuse your posts with authenticity, personality, and real results. You can build relationships with people on social media by leaving comments or responding to questions. Another great way to add value is by sharing unique real estate tips and strategies you’ve learned from first-hand experience.

Related: 4 Common Social Media Mistakes for Real Estate Agents

Video

It’s no secret that video gets more engagement online than written posts. Consider posting videos several times a week to generate interest and engagement among Millennials. And don’t worry — your videos don’t have to be perfect. Just focus on sharing short content that’s helpful, interesting, or entertaining. It’s also a good idea to show yourself or other real people in the video instead of using a lot of stock imagery.

Social Proof

One of the best ways to build trust with Millennial buyers and sellers is by letting them hear directly from people who have worked with you. Consider reaching out to past clients and asking them to share a review of your services on your social media, Google My Business, LinkedIn, and other platforms you use. Even better, try to get clients to record their testimonials as videos!

Focus on Millennial Needs During Client Pitches

Millennial buyers have unique needs compared to previous generations, so it’s essential to focus on the concerns, questions, and priorities that are top of mind for them. Here are several points to consider when crafting a pitch for a lead who’s around 40 years old or younger.

First-Time Buyers

Due to high housing prices and mortgage rates, Millennials are easing into homeownership a little more slowly than previous generations. That means affordability is usually a top concern for them.

When crafting your pitch, consider highlighting how you can:

• Help them avoid overpaying for a home
• Guide them through the real estate process from start to finish
• Find neighborhoods and properties that meet their specific needs
• And connect them with lenders who have good rates and great customer service

Affordability Over Space

In your pitches for Millennials, consider highlighting smaller, more affordable homes. Many younger buyers are willing to sacrifice some living and yard space for the sake of affordability.

Resources and Homebuyer Programs

While on the topic of affordability, you can also share valuable resources and homebuyer programs tailored to a prospective buyer’s needs. For example, you can research local down payment assistance programs for first-time buyers, veterans, and other types of buyers.

Family-Friendly Amenities

Many Millennial homebuyers have children and, as a result, may prioritize certain family-friendly features like backyards, fences, security systems, nearby playgrounds, great school districts, low-maintenance landscaping, or storage space. Consider providing listings that have some of these features when pitching Millennial buyers.

Tailor Listings to Millennial Buyers

As a listing agent, you work hard to market homes with eye-catching photos and descriptions. But if you’re not tailoring your listings to a younger crowd, there’s a chance you could miss the mark. Let’s take a look at several features you can highlight to attract Millennial buyers.

Modern Design

In general, Millennials are drawn to minimalist home design, with Scandinavian designs being particularly popular due to their streamlined look. So when staging a home, try focusing on creating clean lines, decluttering rooms to create open space, and taking a “less is more” approach to décor.

You can also try to incorporate a neutral color palette with pops of color or natural greenery. This can help to create a look that catches the eye without being too busy.

Open Floor Plans

Floor plans that combine kitchen, dining, and living spaces are also popular among younger buyers. When taking listing photos, try to accentuate the property’s wide-open areas by using bright and balanced lighting, including mirrors in the shot, and keeping furniture in the area to a minimum.

Sustainability

According to RE/MAX research, one-third of Millennial and Gen Z homebuyers look for eco-friendly features. If a property you’re listing has any of the features below, consider highlighting them in photos and the description.

• Double-pane windows
• ENERGY STAR® appliances
• Solar panels
• Heat pump technology
• LED lighting
• Low-flow faucets or dual-flush toilets
• Sustainable or recycled building materials
• Rainwater collection systems

Smart Homes

The same goes for smart-home features. Be sure to highlight in the listing if the property has any smart systems, such as video doorbells, keyless entry, remote—or voice-controlled thermostats, motion sensor lighting, internet-connected appliances, automated blinds, smart TVs, or whole-home audio systems.

Pet-Friendly Features

Many Millennials take their pets into consideration when looking for a home. Younger buyers are often on the lookout for pet-friendly features like pet doors, fenced yards, scratch-resistant flooring that’s easy to clean, or proximity to pet stores and groomers.