In the first staff meeting on my first day of becoming a licensed Realtor, I eagerly took to making note of every particular. In the end I came away with the following:
Sign up for webinar: How to market to Milionial Home Buyer
Note to Self:
Step 1: Find out what a Miloional is.
Step 2: Learn how to spell Millennial
Step 3: Find out if I’m a Millennial.
That was almost four years ago and while the world has continued to age and change, the seminal messaging in the real estate industry has remained the same. Every day I receive automated texts, calls, and emails inviting me to pay for the privilege of learning about the Millennial mindset, and how to hack it. It is exhausting and relentless, and it’s based on this one statistic:
“One consistent finding for the last four years has been that buyers 36 years and younger (Millennials/Gen Yers) is the largest share of home buyers at 34 percent.”
-Home Buyer and Seller Generational Trends Report 2017 |National Association of REALTORS® Research Department
Now, while that’s all well and good, understandable even given the data, I have a hard time assimilating to the notion that Millennials are a homogeneous and predictable group of technology fiends ready to be hacked. Call it defiance disorder or a stubborn case of over-thinking on my part, it wouldn’t be the first time, and it’s certainly not the last, but I have a palpable and sizable opposition to this industry trend. For example:
“For all their tech savviness and sense of individualism, millennials are insecure in a way that older generations aren’t and wary of others. Their preoccupation with technology has made them more uncomfortable in face-to-face interaction than previous generations, but they still long for that connectedness. So, by being an engaged and empathetic partner to them, you help them feel connected while reducing their insecurity and addressing their wariness.” -How to Succeed With Millennial Buyers, Realtor Mag
The predominant magazine in the real estate industry that I work in and pay for has taken it upon themselves to label an entire generation as “wary of others” and “insecure”. It would be laughable if it wasn’t so consistent with the overall direction marketing has taken in general. Not to mention, the demeaning impact it has on the character of real estate agents and Millennials.
If statistics are going to drive the market and the future of my career, I’d suggest we focus on the following numbers:
Understanding that a majority of Millennials garner so much value for genuine and honest communication, wouldn’t it be a natural assumption that the real estate industry should follow suit? The notion that you can or should manipulate the buying power of an entire generation based off of lackluster generalizations is as archaic as it is wrong. It goes against the grain of what Millennials desire according to their own proclamations and the statistics noted above prove it. The ongoing struggle for real estate agents to stay relevant alongside technology relies heavily on the ability to act humanely. It’s the one advantage we have in this industry and I’d support a campaign in its favor any day of the week. Grouping folks into segments and routinely downplaying their individuality is ignorant, transparent, and disparaging. Then again, I’m just a lowly Xennial, what would I know?