Although social media marketing may seem like an easy strategy to reach millennials, it’s not without its challenges. With countless platforms to pick from, ever-changing algorithms and of course, the inevitable question, “What do I post?” Social Media can be a stressful and time-consuming marketing technique. The good news? We KNOW millennials are using social media, so if we’re looking for a way to get the attention of the largest home-buying demographic, we KNOW social media is where we need to go to reach them. Here are 5 Stress-Free and Efficient Ways to Reach Millennials on Social Media.
- Do not sell.
I know what you’re thinking, “It’s my job to sell!” A whopping 84% of millennials don’t trust traditional advertising. Can you blame them? They have been advertised to their entire lives, especially in the digital world. People, especially millennials, do not log on to their social media platforms to be solicited to. Social media is supposed to be “Social.” Millennials respond to content that informs them, entertains them and provides them value. So, the next time you get ready to post a listing, ask yourself, “Is this fun?”, because if it’s not, you’ve lost the Millennial audience. - Use video, not text.
Video is the most effective marketing medium. By the year 2021, 85% of all content consumed online will be video. A video on social media generates 1,200% more shares than texts and images combined. Amazing right? So why aren’t we doing it? Fear. It can be scary at first to put yourself out there, but remember, millennials want to know you, like you and trust you. Video is one of the easiest ways to let them do that. Just like anything else, practice is key here. Record yourself saying your elevator pitch, record a “thanks for reaching out to me” lead response, record yourself giving driving directions to one of your listings- and DON’T post it. These videos are for you. Watch them, pick them apart, try again, improve. The more you practice, the easier it is to overcome the fear of being on camera. #YouCanDoIT - Go live and make it personal.
Once you’re comfortable on camera, take it up a notch. Go live. Most platforms have ways to do this easily from your phone. These videos don’t need to be perfectly polished. They are real. Viewers can watch and respond in real time and you can engage them back. Millennials especially enjoy “jumping in” a live video, so invite them on. If they miss your live video, they can always watch the replay. The best part? Live video is winning all of the algorithms on every social media platform. So, figure out which platform that you have the largest audience on, and go live! - Tell your story.
Millennials love knowing the story behind the brand. They don’t just want to buy the product- they want to hear the thought behind it, see it going down the production line, see it being boxed and shipped and then they want to see a happy consumer tagging the brand when their new product comes in. If you’re posting pictures at closing, you’ve got the right idea, but give them more. Utilize Instagram and Facebook Stories to show the behind the scenes of what you do- show them when you’re awake until 3 a.m. working on a CMA, tell them to wish you luck as you head out to a listing appointment, show your excitement when you win the listing, show them when you’re meeting with the inspector, when you’re putting out the yard sign, hosting an open house, presenting offers and THEN show that lovely picture at the title company when your happy clients have closed. It’s the story of your brand, and millennials want to hear it. - Don’t forget the most important ‘share’ of all, theirs.
When it comes to reaching millennials, the share is the thing. You can consistently provide relevant and engaging content, but if it’s not getting shared, retweeted, and reposted, you’re not getting the exposure that you need. When it comes to sharing, you get what you ask for. While older generations may view sharing as “stealing” and won’t share unless prompted, millennials might not think to share without a reminder. Ask for the share! Millennials are more likely to pay attention to content shared by a peer, because they perceive it as being approved and vetted by their friend. Don’t forget that this extends to online reviews. If your client took the time to give you an online review, screenshot it, tag them and share it! They will be happy to see that you appreciate their effort.
Cristina Schaefer, a Millennial, is the Social Media Manager for HAR. Tune in to HAR’s Facebook Page (www.facebook.com/HARfans) every Monday at 9 a.m., where she hosts the award-winning Member Focus Monday.
