How should homesellers communicate with millennial home buyers?
Try social media, no surprise. A new report, The “2018 Southwest Residential Development Marketing Report, from Phoenix marketing services agency LAVIDGE, looks at the most effective ways to reach and communicate with new home buyers across a range of demographics in an improving market.
While millennials favor social media, adults within the 55-plus age group favored direct mail pieces.
Additionally, respondents reacted strongly to specific words and phrases within ads, with over 72 percent preferring terminology such as “affordable” and nearly half (46.2 percent) favoring “safe.” The results also include the most, and the least, effective phrases home builders might use, with expressions such as “manufactured” and “quick” proving a turnoff to home buyers within all age groups.
The LAVIDGE 2018 Southwest Residential Development Marketing Report is available at: http://ow.ly/Mthm30iCPdz.
WestGroup Research surveyed more than 400 adult consumers living in the Southwest United States, providing original insights for home builders about specific words and phrases, as well as platform preference, to market their products effectively.
“Our insights demonstrate that the uptick in the economy and consumer confidence in the housing market are largely due to advances in technology and an added emphasis on being environmentally friendly and being aware of societal changes,” said Tim Trull, managing director of strategy at LAVIDGE.
