Want to market real estate to millennials? Use mobile first.
Actually that statement applies to nearly all prospective buyers and sellers.
Real estate is primarily about location and using mobile first is the best way to tie location in with every other marketing effort your team creates to list and sell properties.
ChicagoAgent’s website had a fantastic article the other day about marketing real estate to millennials, a group not particularly known for their homebuying tendencies.
About 94 percent of Millennials use the Internet at some point in their homebuying search, compared to 84 percent of Baby Boomers and 65 percent or less for other age groups.
While the author seems to have forgotten the age group between the boomers and the millennials (most of our staff falls into this category), the overall numbers for using internet search in the homebuying process is well over critical mass and as an agent or broker, you ignore it at your peril.
Another important mobile marketing tool useful to real estate agents is beacons, which are devices that send out Bluetooth low-energy signals that trigger push notifications on compatible mobile devices that pass within their range, usually a few feet to about 100 feet away. Beacons can be placed on strategic locations such as yard signs, open houses and brokerage windows.
Target them where they happen to be.
We can’t stress beacons and geofencing (geolocating, geo-fencing, location based services) enough. It’s like a match made in heaven. You have a property, they have a phone. Their phone tells them they’re near your property and offers them additional information about that property.
You can also use mobile wallet marketing to create a database of users who are interested in specific types of property – whether it’s a one bedroom condo or a 12 unit apartment building, knowing what they’re looking for is half the battle when it comes to presenting them with something they want to buy.
One real estate application of QR codes is placing codes on postcards, where recipients can scan them for information on a pictured listing. You can similarly place QR codes on flyers, business cards, property signs and on real estate lockboxes.
Don’t forget the old standbys.
Last but not least, don’t forget to marry your legacy real estate marketing methods with your new ones. Adding QR codes and short links to each piece of collateral that you’re already building – postcards, single property websites, digital business cards, etc will gradually build up your database of prospective buyers that you can target via mobile, email, etc.
Covering all your bases with your marketing efforts and tying them all together doesn’t have to be that difficult, but you do need to think carefully about how you want to present your properties and what you want to convey to prospects at listing appointments.
Adding a mobile element should be a top priority, and not one that you put off any longer.