Utilizing Social Media to target ‘Millennials,’ the next generation of First-Time-Home-Buyers


We hear the term ‘Millennials’ frequently in the news, online, and in day-to-day conversation. It’s a scary concept, an entire generation of young adults rumored to be fully equipped with vast technological knowledge and high expectations of entering the business world, accepting leadership roles, and significantly affecting our society’s economy. As a real estate agent, you should see the direct correlation between “Millennials” and your next generation of First-Time-Home-Buyers. Target these Millennials by utilizing the social media and marketing platforms that they are so savvy with, themselves.

Here are a few platforms you can focus on to target this new generation of Buyers:


LinkedIn is the professional’s network and Millennials understand this. College students and post-grads, alike, are making sure their LinkedIn profiles are constantly updated and relevant as it is a tool to navigate the business world and network amongst potential employment opportunities. This is good news for you as you can be sure Millennials and upcoming First-Time-Home-Buyers are frequenting the LinkedIn newsfeed and perusing their connections’ posts and updates. Make sure to share information regarding your listings, open houses, and even articles relevant to your profession in.

If you were to ask a Millennial to explain Snapchat, they could probably give you an in-depth rundown of each feature of one of the fastest growing and popular forms of social media. Like other social media platforms, Snapchat is a platform used to share information, specifically pictures and videos in real time for limited periods of time. Put yourself out there and allow your clients to catch quick glimpses into your daily activities while also sharing listing information. You can also use Snapchat to share glimpses of listings, whether new to the market or the location of an upcoming open house, to generate curiosity. Snapchat could also be beneficial to making business-related announcements. Some snapchat users have gotten creative and actually held contests using the social media outlet. If nothing else, adding a younger generation of clients to a business-related Snapchat account shows you are interested in keeping up to date with current marketing trends.

Use Google calendar to schedule or confirm appointments:
Long gone are the days of notepads, planners and physical, paper calendars, at least for late 20-somethings. This younger generation is rarely out of reach of a laptop, tablet, iPhone, or Android. Modern technology allows for millennials to track their appointments and meetings from the palms of their hands using mobile devices. If you’re not already familiar with the idea of online calendars or apps, take a few minutes to educate yourself with popular platforms such as Google to send calendar invites via e-mail as a means of appointment reminders or confirmations. The next generation of First-Time-Home-Buyers probably already has notifications set up for these type of appointments and is more likely than not to find this type of electronic communication appealing.

Your Social Media Voice: How to Be Professional and Personable

Deciding how to project yourself on social media platforms can be confusing. Social media is meant to be organic, honest, transparent, and personal, and people identify strongly with that. Blogs, Facebook, Twitter, et al encourage us to some extent to be a bit more “real.”

But then you can run into the problem of being TOO personal. Oversharing or sharing the wrong things is a great way to destroy your reputation.

So what to do?

Believe it or not, you can be professional and personal at the same time in social media. The key is not to confuse “personal” with “private.” Be yourself via social media. Don’t be afraid to be funny, or a little more informal than usual. But keep your private life private. Think about this like the beginning of a conference call on Monday where you spend a few minutes talking about how you spent your weekend. You probably aren’t going to reveal anything private, inappropriate or unprofessional in a conference call with a client or coworkers, but sharing a little personal information does help you get to know each other on a level that is slightly deeper than just having strictly work conversations. This is exactly the type of personal information you can easily share on social media.

Blogs are a great way to portray your friendly, accessible side. Use your own conversational voice when you write. This will also help take some of the pressure off of writing blog posts. Show that you’re an expert in your field by answering real estate questions and talking about local things to do. Interact with readers to build a more personal relationship with them. Build prospects by sharing your opinions, thoughts and experiences on all kinds of things, not just real estate.

And that is the heart of the matter, when it comes to turning real estate leads into clients. Most people don’t want a stuffy, cold agent who acts "professional" all the time – they want a personable agent, someone who is as human as them and who has shared similar experiences and so can relate to them. Real estate leads are EVERYWHERE for agents – it’s just a matter of having the right tools to ensure the real estate leads are coming your way, rather than someone else’s.

Get Going with YouTube Marketing in 2 Steps

ytVideo marketing has been growing steadily with the increasing popularity of YouTube. According to a study from realtor.org, YouTube is the top video research destination for home shoppers. If you’re a Social Pro Gold agent, RLS2000 has already built you a YouTube channel, and we’re automatically building a free YouTube Video Tour for each of your listings. If you still aren’t using YouTube or you’re looking for ways to boost your YouTube presence, here’s a quick guide to getting started:

1. Create your YouTube channel
You’ll need to set up a Google account to create your YouTube channel. After you set up your Google account, go to YouTube.com and click “My Channel” on the upper left-hand side to walk through the steps to create your YouTube channel. You’ll want to name your channel (we recommend using your business name), upload a profile picture, add some channel art (just like Facebook’s cover photo), and fill out some basic info under the “About” section (think short bio, contact info, and links to your website and other social media).

2. Start Creating Videos
It’s easy to start creating videos, especially if you have a smartphone. First, use your phone to capture the video you want. Next, download the YouTube app for your phone and sign in to your Google account. Click the menu icon in the upper-left corner, then click the “Upload” icon next to “My Channel”. This will allow you to upload videos right from your phone. Need ideas on the types of videos that perform the best? Videos about the local community, home tours, and customer testimonials are your best bet. So get out your smartphone, hit record, and start uploading videos. It’s really that simple.

How to Find Your Online Marketing “Voice”

social-media-voiceIf you’re a savvy agent (or a Pro Gold customer), you’ve already got a website, a blog, and some social media accounts set up. You’ve got an online marketing presence, but how do you make yourself stand out from the crowd?

The answer: find your own “voice” and create your online content accordingly. Ask yourself some simple questions: what do I love about real estate, and how do I like to communicate with my clients? Maybe you’re passionate about helping people find their dream home, or you really love knowing the facts and numbers about your local market. Maybe you’re down-to-earth and bring some humor to the real estate business, or maybe you pride yourself on your professional email skills. All of these factors translate into your voice.

Take your answers, and start to craft your online content along those lines. If you’re all about stats – the latest change in mortgage rates, or how many homes have sold in your area – write up a monthly blog post with your views on the real estate trends in your town, or create a Facebook post that links to a supporting article.

Taking a bit of extra time to personalize your content is a great way to build your personal brand and stand out from the crowd. Anything you do that goes online has the opportunity to be personalized, whether it’s your bio on your website, a blog post, a video, or a social media post. Say what feels natural to you and let your perspective and personality come through. It’s that simple.

Want more online marketing tips? Check out our “Marketing your online presence” webinar.