Members of Gen-Z are moving into the world of adulthood where they are integrating their tech-savvy and collaborative nature into every facet of culture, including the housing industry. As they begin making the transition to becoming a homebuyer, these so-called “digital natives” are changing the game for real estate agents, loan originators, and builders alike. Last month, Silverton’s Speaker Series episode hosted Blake Boss, Head of Sales for ActiveComply, to discuss how housing professionals can “harvest their unique voices while navigating through the complex landscape of digital marketing” in order to reach individuals born between 1997 and 2012, the next generation of homebuyers. According to Boss, you can learn how to connect with Gen-Z through four approachable strategies: being casual, transparent, authentic, and engaging. Below is a summary of Boss’s strategies.  

Casual 

One of the biggest differences between this new generation and the generations before is how casual they are. Even the media they consume on a regular basis is less structured and not as formal. According to Blake, “Gen-Z like getting that short, digestible content through videos,” which can come in handy when considering how to “reach” these younger individuals. This can most likely be attributed to the instant and constant connectivity they’ve experienced their whole lives, but which often exclude phone calls. When it comes to a clear line of communication, they are far more likely to respond to a text or react to a social media post than call someone back, so you may have more luck participating in a trend than leaving a voicemail. They are also much more likely to give out their social media than their phone number. 

These casual tendencies are apparent in more than just the content they interact with. It can also be seen in how they view and communicate with others. In many cases, they see everyone on one playing field where every person is a peer, regardless of their age or seniority. This may come as a shock for some in the real estate community, but it can allow for a more relaxed feel in business and easier lines of communication. Mortgage Loan Originators, builders, and real estate agents should take this into account when finding ways to connect. Do not be afraid to use less formal language, and you may have to get comfortable in front of a camera. Don’t be shy! Jump on the trend train! Gen-Z appreciates having a personalized experience, seeing someone in-touch with current trends, and knowing that professionals are willing to let down their walls and have

Transparent 

Because of their high access to content, they have the capabilities to verify everything that is presented to them, so it is crucial to be compliant and transparent! They may be young, but they can, and will, sniff out deception from miles away. The younger generation cares deeply about finding out the whole truth and how it may affect them, which gives those in the industry an opportunity to depict how a potential homebuyer may benefit from their purchase. 

Don’t tell them about it, talk to them about it! Instead of listing the features of a potential home, explain how a certain part appeals to their specific needs and wants. A pool can help them improve their fitness, readjust from a stressful day for their mental health, or maintain their friendships for a healthier social life. A large living room is a great location to host events with friends and family, stretch without anything in the way for the body and mind, or fill with comforting decorations and furniture to make a house feel more like a home. There are so many ways that a room or detail can benefit an individual or family, so get to know them and find out what they care the most about and why. 

Authentic 

Just like with information, Gen-Z desires to know the truth about the people they work with, which is why it is important to be authentic. In their eyes, doing business with a trusted source is a whole lot better than with an unknown entity. They want to see a glimpse into the life of the people around them, which can strengthen their trust. 

One way Mortgage Loan Originators, real estate agents, and builders can do this is by documenting their lives on social media. What did they have for breakfast? Where is their favorite place to go in their city? Do they have a dog? All of these things are just as important in doing business with the younger generation as giving them information, so post it! Although there is no perfect formula, about half personal and half professional content is a good place to start. Individuals in the housing industry should also use the opportunity to show support for their community and those they are helping in order to demonstrate their care for others. Although it may seem counterintuitive, sharing your flaws and failures showcases how real you are, too. Being authentic and staying consistent can go a long way in building trust. 

This also plays a part in posting video content. Even though it may be hard, not reading a script word-by-word can prevent you from sounding monotone and fake. Of course, compliance should not be compromised, so find a balance between using a script and acting naturally. Recording videos may be uncomfortable at first, but the more you do, the more you’ll catch on! Relax. You’ve got this. 

Engaging 

What should you do after posting? Stay engaged. By engaging with potential homebuyers, housing professionals can stay connected, foster their relationships, and boost their social media presence. 

According to Boss, having a strong social media presence can improve connectivity with Gen-Z, increase engagement metrics, allow for real time communication, and even boost your SEO. Instead of going to search engines, many people in this generation are running to social media for recommendations, even for originators, agents, and builders. They rely heavily on the experiences of others and the social appearance of professionals when finding professionals they can trust with one of the biggest moments in their lives. 

No matter who you are, these strategies can help boost your connections with Gen-Z as they grow up and move out. Unsure where to start? Connect with us on social media to learn more about the housing industry and to get started buying your new home. Click HERE to watch the full webinar “Trends and Trust: How to Connect with the Prospective Gen-Z Homebuyers” with Blake Boss and Corey Knight.