Ghosted? 3 Reasons Why Youre Not Closing Millennial Buyers
Gueco Real Estate guecorealestate on
Tim McMullen showing an unpolished, raw perspective on a property.nbsp;
Dont just share your victories. Share the tough moments and the difficult work that goes into the job you do. Let them know what happens behind the scenes. Explain why youre passionate about the work you do and why youre motivated to put people into their dream homes. Millennials are highly value-driven and will feel compelled to
Monday, November 11, 2019
This behavior has become prevalent among millennials in their dating lives, social lives, and even their careers. But why do millennials do this? More importantly, how can we as realtors spend less of our precious time chasing down these ghost leads?nbsp;
As a millennial agent in San Francisco, I understand the roots of why millennials behave this way. In short, its all about technology. Technology is both the reason for, and the solution to, being ghosted by millennial buyers. In this article Ill explain the reasons why millennials ghost, and what you can do to prevent it from happening again.nbsp;
Fear of confrontation
Millennials grew up with the internet and texting. The ability to communicate with our peers digitally, and on-demand, has resulted in a generation with a deep social anxiety around in-person, face-to-face meetings. After all, its easier to escape an awkward text chat than a tedious meeting at a coffee shop. All you have to do is stop responding However, dealing with a realtor in-person when youre getting cold feet is a deeply uncomfortable experience.nbsp;
Moreover, for in-person meetings, the stakes feel higher. Millennials are the busiest and most distracted generation in history, due to our smartphones making us available to everyone, on-demand. As such, at any given moment, our coworkers, friends, or family might ping us and let us know that were needed right away. In these situations, our network of close and intimate >
Unfortunately, youll never really know what specific reason a millennial had for ghosting on your meeting, and its unlikely youll ever get the facts. However, if they go totally silent on you, theyre probably trying to avoid the awkwardness of being confronted about backing out on you.nbsp;
Theyre worried that youll waste their time
There exists a fundamental difference in how the millennial generation gathers information. Millennials grew up with Google and smartphones, and are thus accustomed to being able to quickly research any and all topics, on-demand. As such, millennials often feel that they can find information about a property and a market on their own. Whether or not this is true, it leads to millennials asking themselves, why should I take an hour out of my day to meet realtors in person when theyre just going to tell me info I can find online?nbsp;
Thus, millennials are unconvinced that a followup meeting is worth their time. Theyre expecting to hear information that they think they already know. Theyre also expecting you to pressure them with a hard sale, which raises red flags for their anxiety around confrontation. Since they ba>
You havent gained their trust
Another reason why millennials are ghosting on you is because you havent built rapport with them in the way that they want to be engaged. This leads to a tricky catch-22, because you set up followup meetings with them to build rapport, yet you need rapport to get them to show up to the meetings. This begs the question: why did this millennial buyer not trust me enough to show up?nbsp;
There are two main reasons for this. First, if a millennial is serious about working with you, its very likely that he or she has researched you on Google, social media, and Youtube. If you dont have a presence across these platforms, youve unintentionally blacklisted yourself to millennials.nbsp;
A post shared by Tim McMullen tmcmullen99 on
Tech savvy millennials live their lives digitallynbsp;
This generation is tech savvy and their lives are deeply linked to their online identities. Thus, at best, youll be seen as unsophisticated and behind the times. At worst, youll be seen as untrustworthy. After all, to millennials, a person who cant set up a YouTube channel is laughably incompetent, and a person without a social media presence is a stranger.nbsp;
Instagram is the new coffee meeting
Ultimately, the way to build trust with millennials is to leverage technology to scale your rapport building. Start by producing interesting and frequent property->
nbsp;To get an idea of the type of content that feels authentic to millennial audiences, check out this Instagram video from San Francisco based real estate team Kinoko:
A post shared by Kinoko
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