Part 1: 11 must known facts about millennials
Your Online Marketing
I am a Millennial and I spend up to 18 hours a day online. How crazy is that? 18 hours spent browsing the web, scrolling through social media and watching some of the most random documentaries on Youtube. Don’t I have anything else to do with my days? The answer, in fact, is pretty straightforward: No, I don’t. Not because my life is boring (or at least I hope it isn’t?), but rather because most activities I am brought to do on a daily basis are online based.
Millennials like me have a tendency to do everything via the Internet. We work, consume and buy online. No wonder why most industries have tried to adapt their marketing to our wired-ness!
Working in online marketing, however, made me realise that many have failed to address this expectancy of ours the right way. Including you, the Real Estate industry.
In fact, many don’t seem to understand that marketing to millennials is not just about throwing any form of marketing content online. Things are a bit more complex and need a clear set plan to become effective. So let's break things down step by step and give you a few actionable points. Our main focus today will be on your website. So without further ado, let's get started!
You have a website: what’s next?
You are what you wear. Or at least, a subconscious link tends to be made between people's appearances and their attitude towards life.
Unsurprisingly then, it has become a norm to pay attention to appearances in the professional world. Would you ever meet your clients in a oversized, unpaired and grease stained suit? Probably not. It would seem pretty unprofessional, right? So why do practically the same thing with your website?
In an online era, having a neat, clean and professional appearance also goes through your website. Similarly to a first face-to-face introduction to your clients, your webpage will be the initial medium through which your leads will meet you. In fact, studies show that 94% of your millennial clients will first be introduced to you via the internet. Your website will set your visual identity. A bit like a business card, but online. So why not focus on improving that image? Though changing your online identity can first come off as a daunting task, it doesn’t take much to make a great first impression.
Here are 7 actionable points which will turn your website into a millennial lead convertor.
1. Make sure your website is modern:
First things first, the general appearance of your web page is crucial. In fact, studies show that it only takes your users 0.05 seconds to decide whether or not they like your website. To make sure the balance weighs in favour of your page, you don’t need anything too fancy. The contrary: in many cases, simplicity is key.
Millennials are the first generation which grew up and evolved alongside the Internet. So whereas a decade ago, most millennials happily navigated and used heavier layouts, expectations are no longer the same.
Research led by Google back in 2012 pointed out the new layout trend for websites. Slick and simplified visually, such a layout places an emphasis on the efficiency expected from a webpage today.
A good example of this is WeInvest's website layout. Though it is not yet accessible in English, it gives you a good idea of what layout best works with Millennials.
So what is the lesson to be learnt here? Give your web page a makeover and make it modern!
2. Structure is key:
In other words? Make sure...
- ... your website is pleasant and easy to navigate;
- ... information is easily accessible.
Prospects should not have to look for information for too long. The risk, otherwise, is to lose leads in the process. So put yourself in - shoes and make their experience as intuitive as possible.
Along with this, make sure your website is mobile friendly. It is important that your leads are able to access all the information you provide on-the-go. Making their customer experience easier can only benefit you.
3. Focus on quality visuals:
Millennials are overwhelmed by the number of advertising they come across on a daily basis. In fact, we come across so many that our brains seem to automatically ignore most advertising we are exposed to. The best way of attracting our attention is therefore by taking marketing a step further and offering top quality visuals.
Working on the visuals of your web page can actually be pretty straight forward and easy. You just need to know where to start and to be given necessary tools which make the upgrade smoother. Want to discover more about this topic? Come this way!
4. Make good use of the power of videos:
Videos are a must-have when it comes to your online marketing. For years now, some of the biggest industries out there have been using videos to convey their marketing message. By creating an emotional connexion with the viewer, they grasp their attention and sell far more than a simple product; the idea is rather to sell a lifestyle.
Today, more and more Real Estate professionals are using this medium to sell their listings. So get on board! And don't worry, no need for a big budget. All you need is a smartphone and a good story to tell.
Want a good example of this? Check out this video!
5. Make sure your strategy is community focussed:
Millennials are social animals; we spend most our time online and more importantly connected to one-another. In fact, it seems as if at the end of the day, it is precisely a search for belonging which pushes millions to be so active on the world wide web. Unsurprisingly then, this is a crucial trait to take in account when attempting to sell a house to a millennial. But why so? Mainly because millennials are equally interested in buying a new house than on achieving a new lifestyle and community.
The key, with millennials, is therefore to sell the neighbourhood as well as the listing itself. Giving new insights and precise information concerning the overall characteristics of a neighbourhood or city will therefore be hugely valued.
Want a tip to get started? Think about including the following:
- Maps;
- Information about public transportation;
- Information about local businesses;
- Indications on the level of education for schools in the area.
A great example of this is how Compass provides clients with all this information. Go and take a look at how they incorporate this on their website. I must say, it's pretty awesome!
6. Show the human side of your business:
Millennials are more interested in who they are buying from than in what they are actually buying. This notably explains why companies like Tom's or Apple are so appreciated by Millennials. They not only sell products; they also sell values, a cause, or a purpose their customers will identify to.
No need to go as far as these huge companies to show the human side of your business. A quick and easy way of doing this? Putting in place an ‘About me/us’ section.
The key to succeed in this task is to make it personal:
- Include photos and short descriptions of the members of your team;
- Put an emphasis on core values of your business;
- Simply tell them a story: your story.
Would you like to discover a few ways in which businesses have excelled at the art of making their website personal? Head this way!
7. Make communication easy:
In many cases, us Millennials have been portrayed as one of the most communicative and impatient generation. The constant flow of information we have been surrounded by has reshaped our relation to the world around us and changed our customer behaviour.
To content our appetite for information, communication is key. And by this I mean that because we want to feel like we are making well informed choices, we expect communication with salesmen and women to be quick, easy and effective. So how can you, real estate agent, respond to this on your website?
Your 'contact us' section is no longer enough: take your customer service a step further. Yes, giving us your email address and phone number is good. But giving us the opportunity to live chat with you is even better. Luckily enough, companies such as Olark are here to help out!
Want to read more about this topic? Here's a good article that gives you all the advise you need to start chatting.
Now you have read through this list of actionable points to improve your real estate website, let's next have a look at your use of social media. Simply because you and I both know it's the best way of reaching out to millennials!
