Connecting with Gen Y through a Cause
Today, the millennial generation makes up the largest share of homebuyers, many of which are purchasing homes for the first time. By connecting with this generation effectively, real estate agents can achieve long-term success for the future — as this is a generation that recommends, reviews, and seeks approval from others more than any generation before it.
Having lived through 9/11, Katrina and the great housing crash, they are a generation with a strong social conscience. More than any other generation, they rank social responsibility as one of the highest determining factors when choosing a product or service. In fact, in a recent survey from Cone, Inc, 74% of Millennial respondents were more likely to pay attention to a company’s messages if the company had a deep commitment to a cause. More fascinating of a statistic is that in this same study, 89% of Millennials said they were likely to switch from one brand to another if the second supports a cause.
As a real estate agent, you are your own personal brand. If you’re already active in a cause or have the desire to get involved in one, this is a great way to connect with this youngest generation of homebuyers. Do keep in mind though that this is also a generation that craves authenticity. They will see right through anyone just posing as a philanthropist. Getting involved in a cause and marketing yourself as a socially-conscious individual should only be done if it’s something you actively do and enjoy.
At Avery-Hess, our Teal for Good initiative originated through one of our agents wearing a teal scarf that displayed our company color. From there, this scarf developed into a gift we gave to those important to us to make them smile. Growing from there, we realized this gift could serve a deeper purpose by donating the profits of scarves purchased to housing and homeless charities throughout the local communties we serve. Not only are we connecting with people on an authentic level, we are helping those in need.
Learn more about our Teal for Good initiative by visiting teal4good.averyhess.com.
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