Young people, the new communication challenge for Real Estate (II)

In my previous publication on the Real Estate sector, we already explored the generational differences when it comes to buying a home and the behavior of young people when it comes to a commercial strategy. It is therefore time to take an in-depth look at the opportunity factor and the challenge this poses for brands.

Opportunity factor

80% of young Spaniards between the ages of 22 and 29 believe that their generation is “forced to rent” because they believe that buying a home is “out of their reach”.

• 61% still live with their parents
• 60% plan to leave the family home within a maximum of 3 years.
• 82% think that salaries do not correspond to housing prices
• But only 23% refuse to commit to a mortgage.

However,millennials and centennials (the young people who will set the guidelines for the future) have changed consumer habits and the challenge: “They like BRANDS and they buy them”.

The challenge is therefore, how do I become a BRAND?

Determine a typical profile of your customers

• It is necessary to analyze the information available on the Social Networks of your potential prospects.
• They will help to create a typical profile for your potential customers.

Tell us what profile you are looking for

• Part of the strategy is to tell everyone what you are looking for.
• You can count on the value of influencers to highlight your message.

Present yourself as what you want to be

• Show yourself the way your customers want to see you, meeting you in the social environments they prefer and through the channels and media they consume.

Listen, talk and make him feel unique

• Customers like to feel special
• It is important to know their needs and what they are thinking.
• Let them know that they are listened to

Delivering value to move the relationship forward

• Talk about what is important to your customers.
• They want to see you improve their lives, why else would they follow you?

Requests commitment

• Ask your customer to commit to sharing your message

Keep the relationship alive

• The courtship never ends
• Innovate with the message and create campaigns that attract new customers, to continue highlighting your brand.

Measure your performance

• Is it working? Evaluate results
• Measure everything related to achieving your goals

“A house” is reduced to a space in which to live, but “a home” is nevertheless the place that fulfills the human need to live, but completes the need to have a place where we feel at ease. An environment in which to develop as a person and build a family. Where we can establish our own rules of behavior and enjoy life. To be happy.

“The best moments of my life have been those I have enjoyed at home, in the bosom of my family.”

Thomas Jefferson

The four pillars on which, in my opinion, the real estate sector is sustained are: Real estate development, construction, financing and large players (large owners and the financial system). The weight of our real estate sector, which is so important for our country’s economy as a whole, rests on them to a greater or lesser extent.

With my more than 17 years of professional practice and deep knowledge of the sector, I lead the Real Estate Squad at ROI UP Agency in the global and combined strategy for different clients. With different needs, diverse briefings and different specific weights, we apply a deep consultative analysis, resulting in viable and realistic proposals and putting in value the company in its digitization process.