Information about today's real estate marketplace and how Millennial preferences are affecting the real estate industry and how realtors and lenders communicate and interact with this demographic.

1. How Millennials Are Reshaping
the Buying & Selling Experience

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A Generation to Miss Homeownership

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How Are Millennials Changing Our Market?
Demand
Communication needs
Realtors are no longer the
“Gate Keepers”

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Who Are Millennials?
Born between 1980 - 1995
Millennial Median Age = 28
Realtor Median Age = 57
1/3 of all buyers 2013- LARGEST segment– 31%
Smallest share of home sellers – 12%
76% are first time homebuyers
97% financed their purchase

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Millennial Buyer Profile
Median Income: $73,600
Typically bought an 1,800-square foot
Typical Price $180,000
More likely to buy in urban area & 10 miles
or less from family and friends
Plan to stay in home 10 years or less

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Millennial Buyer Stats
20% had a difficult time saving for
downpayment56% said student loan debt was
the issue
Biggest purchase influencers: quality of
neighborhood, proximity to friends & job
87% thought their home was a good investment
50% use mobile devices during home search
26% actually found their home on mobile search

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The Millennial Mindset
• Question whether you know how to market to them (distrust)
• Accept some types of personal information will be collected (tech)
• Connect with companies in social media to get discounts & freebies (value $)
• Are more likely to engage with trusted brands (by whom?)
• Discover content through social networks (are you there?)
• Want to engage in their preferred language (1 in 4 speak another language)
• Expect a fast response & instant gratification (I want what I want, when I want it)
• Prefer hyper targeted content (be in the know)

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What Do They Want?
• Orchestrate their own brand experiences across multiple channels
• Touch 4 devices per day; smartphone average of 45 times per day
• Customization to personalize their experience
• Social networking is a state of mind, not one particular network
• Want companies that stay current & develop social networks
• You are credible if you are socially connected
• Want to be surveyed or in focus groups
• 56% more likely to discover brand content on social networks

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74% said the biggest benefit from an agent was
helping them understand the PROCESS
Majority find their agent through referrals
house online, agent offline

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How to Market to Millennials
• Will spread the word about company or services if “shareable”
• Authentic, real stories (not listings for sale)
• Support for causes
• Positive disruption to status quo (be different)
Status updates, photos, videos and blogs are SHAREABLE

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Pictures Speak Louder than Word
Instagram - would rather post pics than status updates #selfie
YouTube - 72% watch “TV” on their laptop or streaming video
Are you here?

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What You Must Have
Social Media
Ability to speak “digital”
Online reputation

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ONLINE REPUTATION
• Control your reviews- positive USER generated content
• Google Factor

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ONLINE REPUTATION- Reach 150

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ONLINE REPUTATION- Reach 150

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SOCIAL MEDIA- eSocial Pro
• Automate it
• Consistency across
channels & postings

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Closing Goals
Save you time
Make you money
Earn 3-5 more transactions this year

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Millennials and Realtors
Millennials embrace brands on social media: Five out of six millennials
connect with companies on social media networks
Social networks and customizable news feeds dominate content
discovery: The top three channels where millennials discover online
information are Facebook, Twitter and YouTube with customizable news
feed sites surpassing traditional news sites and email for content
discovery.
Growing a customer relationship isn’t always about getting a sale: 60
percent of consumers like it when they receive a touchpoint that’s not
related to selling a product (i.e., holiday or birthday card).

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5 Truths About Millennial Marketing
1. Campaigns are Extinct
2. Your Data Trumps Big Data- user generated content
3. Channels are Irrelevant- they want consistency across them
which ones you use
4.
5. Content Finds the Consumer

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Campaigns are Extinct
“The traditional marketing funnel is now irrelevant, making
traditional campaigns extinct. Brands must break through
millennials’ personal junk filter with relevant, valuable and non-
promotional interactions, for a longer-term view of building brand
advocacy. It won’t happen immediately, but brands who shift their
focus from a campaign approach to one focused on the customer
experience will see the most success.”