This week, I wrote about Generation Y and created quite a bit of uproar in the comments section (which you will have to read in order to make sense of today’s article). Benn and I wrote the below article as a comment, but it organically snowballed into the article that you see before you. Comments are now closed at the previous post, so please let us hear your voice in the comments here.
A thesis IS a generalization
Bob, you’re right– I know it feels like we’re making broad generalizations (and we are), but hear us out. I wrote a 100 page senior thesis in college (yes, it was after the millenium) and had to defend it before a panel. The subject was African fiction and before that course, I had no insight into African fiction, language, or culture. After slaving for a year over this paper, my thesis was that despite glorified accounts of Shaka’s reign of the Zulu nation, he was actually a blood-thirsty killer, not a heroic leader who banded small nations against the large. This stance was not popular and contradicted the rosy depictions of the leader many of my classmates chose to take. I was the only student to have ever received an A in his class he had been teaching since like 1800. How did I achieve this? I thought differently, I examined all sides, and I made the generalization that Shaka was bad. Sure, he accomplished great things during his short reign as a “diplomat” but many people died gruesome deaths at his hands, so I generalized that he was not a good person. The point is that any thesis has to be based on a generalization, a broad hypothesis and yes, supported by factual evidence.
Generation Y still deserves great service
What is exciting to me about your comment is that you proved my thesis that GenY is ushering in an era of egocentrism- your client needed coddling, needed to be made to feel special, and needed you to connect the dots for him. That doesn’t mean he isn’t a valuable human being, that he isn’t actually smart/educated, or that he doesn’t deserve excellent customer service despite any baggage he brought to the table.
Hundreds of case studies prove my point
So where is my proof? I’m so glad you asked, Bob! 🙂 First, as I’ve said before, I’m a member of Generation Y. That means that not only am I basing my thesis on every day of my own life as a case study (as Benn said, I’m guilty of much of what I’ve posited above), I have many many friends my age that I associate with- people I went to high school and college with. Let’s just call my group of friends hundreds of independent case studies, shall we? Observing and interacting with hundreds of people my age including myself leads me to the conclusions I’ve outlined in my article.
Median ages differ between cities
Secondly, I think that in our business, we interact with a different demographic than you do. Although San Diego is a super hip place to live, the median age is 38 which is Generation X, not Generation Y. Austin’s median age is only 30. Added to the population are the University of Texas’ undocumented (meaning their permanent residency is not typically in Travis County) residents at roughly 50,000 students, St. Edward’s University (5,000 students), Hutson-Tillotson (600 students), Condordia University (2,000 students) and Southwestern University (1,300 students), totaling nearly 59,000 people who are living here, and often use real estate professionals for their housing. Because of this influx population, it’s my opinion that the actual median age of residents in Austin that real estate professionals interact with is lower than 30 making it more likely than not that when practicing ANY business in Austin, you’ll be dealing with Generation Y clients.
In previous comments, Benn was not attacking you, rather retooling the conversation to avoid the re-arguments about how stupid realtors are or about commission rebates. This was always intended to be an article about how real estate professionals (and all marketers for that matter) compete by getting to know more about the demographic they’re interacting with and will continue to interact with in the future.
Generation Y has been studied extensively
I wish I could make a zip file of every Agent Genius article written and just *poof* have it in your brain in a matter of seconds so you could see that we’ve been studying this new Generation since the dawn of our professional careers, one of which (Benn’s) is over 15 years in public relations. A good example of our studies is an article Benn wrote last June that addresses understanding GenY so marketers don’t miss out on the opportunity to work with that demographic:
“The perception is that they have no knowledge, no money and no focus- the way maybe you were when you were 20-something. The reality is, this modernized post teen makes more money than our parents did at a much younger age, and they’re investing. They’re asking great questions about the market and they just want validation of their knowledge.”
Bob, you noted that you simply responded to your client’s need for validation (again, proving my point) as you agreed with him that other agents are stupid and acknowledged how much you two are alike- you’re already courting the GenY demographic. In order for marketers to more fully understand GenY, there have been extremely detailed studies completed about GenY media consumption and the drastic trends toward Internet use over other media instead of news outlets, and about GenY’s use of social media. At the end of the page linked above, you will find the most concise summary of how to understand GenY that I’ve ever seen.
The Internet is changing everything
Also written this week on Agent Genius was an article about NAR that addressed the use of social media, noting from Wikipedia that “social media uses the “wisdom of crowds” to connect information in a collaborative manner. Social media can take many different forms, including Internet forums, message boards, weblogs, wikis, podcasts, pictures and video. Technologies such as blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, group creation and voice over IP, to name a few…”
All that said, the majority of our business is now GenY creating even *more* case studies under the belt to base the thesis on.
GenY parents can’t see past their own rhetoric
Third, (and I am opining here) when you are a parent of the GenY generation (or old enough to have a GenY kiddo), it is hard to be taken out of the equation. My friends’ parents (you know, the ones who allowed viewing rated R movies at age 12, never gave curfews, gave exorbitant allowances without chores or tasks associated and never punishing slacking/drinking/backtalk) could never understand my article because they are the source of the problem I’m addressing. There, I said it. If someone spent the last 20 years telling someone “you’re special no matter what” and “don’t worry about working hard, you’ll be fine because the world owes you something because you’re from my loins and let’s watch Barney, you’re special,” it is impossible to recognize the symptoms of the disease they’ve caused.
GenY is going to HELL
But wait, is GenY going to hell, Lani? No!!! I’ve already pointed to the generous nature of GenY- literally everyone I know that is my age volunteers their time AND gives to charity without question; it’s normal. GenY, as we speak, is creating “charity” applications for Facebook and telling their friends about their Habitat for Humanity project this weekend- Kiva is a great example at the forefront of this generous GenY movement! Even Benn’s article last June noted that 3 GenY clients led to $1 million in sales in 30 days- there’s no underestimating GenY in our camp.
GenY is extremely intelligent which is why we are researchers. We know that we need to know *something* but the Internet is a blessing and a curse for reasons we’ve overdigested already (reach back to the “connect the dots” point of clients being overwhelmed). GenY is innovative- the bar is now set so high by 19 year olds that at age 26, I feel old and behind, hoping the younger of my generation will let me keep up! No matter the reason, GenY has huge dreams and is extremely ambitious.
The bottom line
Our mission here at Agent Genius is *not* to beat up on and call other Realtors stupid; many haven’t figured out yet why clients are falling off, callers are hanging up on them, breaking contracts, demanding free information, and are second guessing agents at every turn. We’re here trying to offer solutions, and why I think that Realtors could take a page from Redfin.
The takeaway is that GenY has a lot of baggage making us self-important, but watch out world- we’re here to make big changes because we’ve been empowered. In the meantime, this empowered feeling will make the jobs of people offering products and services complicated as we all finish scrambling to figure out Generation X while Generation Y is already influencing Generation Z.
Co-written, researched and opined by: Benn Rosales. If you have not read this and the previous article in their entirety, there is no need for you to comment.
Canva is catching on to content trends, launches in-app video editor
(MARKETING) Canva launches an in-platform video editor, allowing access to their extensive library of assets and animations to create high-quality videos
Video content consumption is on the rise, and the graphic design platform, Canva, took note of it. The $40 billion Australian startup has entered the video business and announced the launch of its video editor, Canva Video Suite.
The end-to-end video editor is an easy-to-use platform that anyone, no matter the skill level, can create, edit, and record high-quality videos. Best of all, it’s free, and it’s available on both desktop and mobile platforms.
The tool has hundreds of editable templates that you can use to create videos for several online platforms like TikTok, YouTube, Instagram, and Facebook. Some templates can be used to create workplace and business videos, while other templates are perfect for personal videos. There are playful themes you can use to create that spooky video just in time for Halloween or make a laugh-out-loud video to send to your best friend! With a wide range of selections, in no time you’ll start creating your very own video masterpiece with Canva.
What else does the video software offer and what can you do with it? Well, let me tell you:
Collaborate in real-time
Having everyone on the same page is important and Canva’s video suite takes that into account. To collaborate with others, you simply send them an invite, and together you can edit videos, manage assets, and leave comments to give your input.
Video timeline editing and in-app recording
Similar to building presentation slides, Canva’s scene-based editor simplifies video editing by using a timeline approach. With it, you can quickly reorder, crop, trim, and splice your videos. Also, users don’t need to leave the platform to record that last-minute shot; within the app, you can shoot and record yourself from a camera or a screen.
Library of assets
The video editor is filled with an array of watermark-free stock footage, icons, images, illustrations, and even audio tracks that you can choose from – but if you really need something that is not on their platform – you can upload your own image, video, or audio track.
Animate with ease
Although still in the process of being released, soon you will be able to add animations of both text and visual elements in just a few simple clicks. Among others, animation presets that fade, pan, and tumble will help you transform your video and take it to a whole other level.
Overall, Canva Video Suite is very intuitive and has all the essential things you need to create a video. And by streamlining the video creation process, Canva is ensuring it enters the video marketplace with a bang.
“One of Canva’s guiding principles is to make complex things simple, and our new Video Suite will allow everyone to unlock the power of video, whether that’s to market their business, make engaging social posts, or express their creativity,” said Rob Kawalsky, Head of Product at Canva.
Amazon attracts advertisers from Facebook after Apple privacy alterations
(MARKETING) After Apple’s privacy features unveil, Amazon adapts by taking a unique approach to targeting, disrupting revenue for the ad giant Facebook.
As a de facto search engine of its own persuasion, Amazon has been poaching ad revenue from Google for some time. However, disrupting the revenue stream from their most recent victim – Facebook – is going to turn some heads.
According to Bloomberg, Apple’s recent privacy additions to products such as iPhones are largely responsible for the shift in ad spending. While platforms like Facebook and Instagram were originally goldmines for advertisers, these privacy features prevent tracking for targeting – a crucial aspect in any marketing campaign.
Internet privacy has been featured heavily in tech conversations for the last several years, and with Chrome phasing out third-party cookies, along with Safari and Firefox introducing roughly analogous policies, social media advertising is bound to become less useful as tracking strategies struggle to keep up with the aforementioned changes.
However, Amazon’s wide user base and separate categorization from social media companies makes it a clear alternative to the Facebook family, which is perhaps why Facebook advertisers are starting to jump ship in an effort to preserve their profits.
This is the premise behind the decision to reduce the Facebook ad spending of Vanity Planet by 22%, a home spa vendor, while facilitating a transition to Amazon. “We have inventory…and the biggest place we are growing is Amazon,” says Alex Dastmalchi, the entrepreneur who runs Vanity Planet.
That gap will only widen with Apple’s new privacy features. Bloomberg reports that when asked in June if they would consent to having their internet activity tracked, only one in four iPhone users did so; this makes it substantially harder for the ad campaigns unique to Facebook to target prospective buyers.
It also means that Amazon, having demonstrated a profound effectiveness in targeting individuals both pre- and post-purchase, stands to gain more than its fair share of sellers flocking to promote their products.
Jens Nicolaysen, co-founder of Shinesty (an eccentric underwear company), affirms the value that Amazon holds for sellers while acknowledging that it isn’t a perfect substitute for social media. While Nicolaysen laments the loss of the somewhat random introduction charm inherent on Instagram, he also believes in the power of brand loyalty, especially on a platform as high-profile as Amazon. “The bigger you are, the more you lose by not having any presence on Amazon,” he explains.
As privacy restrictions continue to ramp up in the coming months, it will be interesting to see how social media advertising evolves to keep up with this trend; it seems naive to assume that Amazon will replace Facebook’s ads entirely, tracking or no tracking.
How many hours of the work week are actually efficient?
(BUSINESS MARKETING) Working more for that paycheck, more hours each week, on the weekends, on holidays can actually hurt productivity. So don’t do that, stay efficient.
Social media is always flooded with promises to get in shape, eat healthier and… hustle?
In hustle culture, it seems as though there’s no such thing as too much work. Nights, weekends and holidays are really just more time to be pushing towards your dreams and hobbies are just side hustles waiting to be monetized. Plus, with freelancing on the rise, there really is nothing stopping someone from making the most out of their 24 hours.
Hustle culture will have you believe that a full-time job isn’t enough. Is that true?
Although it’s a bit outdated, Gallup’s 2014 report on full-time US workers gives us an alarming glimpse into the effects of the hustle. For starters, 50% of full-time workers reported working over 40 hours a week – in fact, the average weekly hours for salaried employees was up to 49 hours.
So, what’s the deal with 40 hours anyway? The 40 hour work-week actually started with labor rights activists in the 1800s pushing for an 8 hour workday. In 1817, Robert Owen, a Welsh activist, reasoned this workday provided: “eight hours labor, eight hours recreation, eight hours rest.”
If you do the math, that’s a whopping 66% of the day devoted to personal needs, rather than labor!
Of course, it’s only natural to be skeptical of logic from two centuries ago coloring the way we do business in the 21st century. For starters, there’s plenty of labor to be done outside of the labor you’re paid to do. Meal prep, house cleaning, child care… that’s all work that needs to be done. It’s also all work that some of your favorite influencers are paying to get done while they pursue the “hustle.” For the average human, that would all be additional work to fall in the ‘recreation’ category.
But I digress. Is 40 hours a week really enough in the modern age? After all, average hours in the United States have increased.
Well… probably not. In fact, when hours are reduced (France, for instance, limited maximum hours to 35 hours a week, instead of 40), workers are not only more likely to be healthier and happier, but more efficient and less likely to miss work!
So, instead of following through with the goal to work more this year, maybe consider slowing the hustle. It might actually be more effective in the long run!
This story was first published in January 2020.
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