Connect with us

Business Marketing

Three Twenty-Something Clients = $1Million in Sales in 30 Days

Published

on

hipster_24.jpgThere is a segment of our industry out there that really believes the status quo is the way to go in that the executive level 40 and up group is where it’s at- maybe it is, but you’re missing out on so much more.

Preface: In our market, home prices vary from starters in the $150s to step-up homes in the low $200s to $260s.  As with any market, it really depends on where you want to live.

My last three clients, all in their mid-twenties have amounted to just over $1Million in sales.  Looking at your client base the way you may look at your children may not be so profitable.  What I have found in my own personal business is that the twenty to thirty something crowd really is smarter- they really are savvy, but yes, they are raw in the sense that they have an idealistic approach to everything they do.  The plus generation looks at this crowd and tends to demean them whether they mean to or not.  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. 

So.  If you aren’t taking the internet seriously, and if you aren’t taking seriously that 20-30 something generation that calls you up knowing everything, you might be missing a valuable opportunity. 

SUGGESTION: If you are considering revamping your site and business online to reach out to a broader segment of the market, my suggestion is simple.  Hold your own focus group.  Sit down your last 10 buyers all at once and ask them about your business, their ideas, problems they had in home searching, and let them be your guide.   Be sure your group is a broad cross-segment of the market reaching from the 20s all the way up to the 50 & 60 somethings.  I’m sure they love pizza and soda, or rent a room at Dave & Busters to host it.  I would charge you big time to hold a focus group, but you can do it yourself.  The key is- ask questions then shut up and listen.  You may be surprised with what you hear and in saying that, have two other people from your firm on hand to quietly observe (seperately) and take notes only; compare notes the next day and add it all together (recording your session is also advised to clarify). Every market is different and looking nationally for your answer may take you down an expensive dead-end road.

If you want to zero in on this (20-30 something) demo specifically, call one of your local college professors and ask to borrow some of their students- “Will give opinions for ramen or beer money.”

Get out of your box before it collapses in on you. 

[photo / Brandon Martin-Anderson]  Spend some time over at www.thatotherpaper.com really fun reads…

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

Continue Reading
Advertisement
5 Comments

5 Comments

  1. Austin Realtor's Wife

    June 15, 2007 at 8:45 pm

    Strange- you weren’t even in the office when BawldGuy.com and I were on the phone talking about a similar topic today- it’s too bad that a great many Realtors snub their noses at people in their 20s and 30s!

    We are part of the “research generation” because we’ve had the Internet for all of our adult lives. We have an idea of what we want, but we need a specialist to guide us in the right direction (and affirm us as you mentioned). 20/30 year olds can bounce back from failed investments better than a 50/60 year old AND 20s/30s have DISPOSABLE INCOME (aka many are without kids, boats, land, homes, investments, medical bills, debt, parents in nursing homes, etc).

    Great article- this is one of my pet peeves and you’ve nailed it. New Realtors should take notes!

  2. Vicki Moore

    October 14, 2007 at 12:02 am

    Another reality to take notes on is that the young and newly ultra rich look like everyone else. The pre-IPO winners are incredibly wealthy and incredibly normal. If you make the assumption that the guy in the torn jeans, long hair and Prius doesn’t have any money to buy a house, you’d better think again.

  3. Toby Boyce

    January 6, 2009 at 12:04 pm

    I am going to agree with you very much Benn.

    I’ve been working with a lot of the twenty-somethings right now. Have two in contract, one set to buy, and another clearing up a few things. Granted, the price point is a bit different – all four will probably get me about $350,000 in sales.

    But you know what, I’ll take that over sitting at home and doing nothing.

Leave a Reply

Your email address will not be published.

Business Marketing

Use nostalgia as a marketing niche for your business today

(MARKETING) A market that is making waves is found in the form of entertainment nostalgia. Everyone has memories and attachments, why not speak to them?

Published

on

nostalgia

Is it just me or does it seem like there is something for everything nowadays? Let me clarify, as that is a rather broad question…

With the way communicating through technology has advanced, it’s become much easier to connect with those who have shared interests. This has become especially evident with interests in the entertainment community.

Entertainment nostalgia

It now seems like there is an event for every bit of nostalgia you can imagine. Autograph shows, meet and greets, and memorabilia collections of all kinds are held in convention halls all around the world. (To give you an idea of how deep this thing goes, there was a “Grease 2” reunion convention sometime within the last five years. Being that I’m the only person I’ve ever met who likes that movie, it’s amazing that it found an audience.)

This idea of marketing by use of nostalgia is something that is becoming smartly tapped and there are a variety of directions it can go in.

For example, the new Domino’s ads feature dead-on tributes to “Ferris Bueller’s Day Off.”

What’s your niche?

If you’re a fan of anything, it’s likely that you can find an event to suit your needs.

And, if you want to take it a step further, you can think outside the box and use nostalgia as a marketing tool.

I recently began dabbling in social media gigs that have brought me to a few different fan conventions. One was a throwback 80s and 90s convention that featured everyone from Alan Thicke to the members of N*SYNC. Another is a recurring convention that brings together fans of sci-fi, horror, and everything under that umbrella.

I was amazed by the number of people that came out to these events and the amount of money that was spent on the day’s activities (autographs, photo ops, etc.). I was energized by the fact that you can take something you have a great appreciation for and bring together others who share that feeling. Watching people meet some of their favorite celebrities is something that is priceless.

Hop onboard the nostalgia train

If you’re a fan of something, you don’t have to look too far to find what you’d enjoy – going back to the aforementioned “Ferris Bueller” example, there is a first-ever John Hughes fan event taking place in Chicago next month that will bring fans to their favorite Brat Pack members.

In the same thought, if you have an idea, now is the time to find others who share that interest and execute your vision.

Continue Reading

Business Marketing

5 tips to help you craft consistently high-converting email marketing

(MARKETING) Email may seem too old to be effective but surprisingly it’s not, so how can you get the most out of your email marketing? Try these tips.

Published

on

Email marketing

Email marketing might seem archaic in comparison to modern mediums like social media, blogging, and podcasting; however, it actually remains one of the highest converting options marketers and small businesses have at their disposal.

But Why Email?

Hopefully, you believe in email as an effective marketing channel, but in case you have doubts, let’s hit the reset button. Here’s why email marketing is worth investing in:

  • Email is one of the few marketing channels that you have total control over. Unlike a social media audience, which can disappear if the platform decides you violate their terms, you own your email list.
  • Email is considered very personal. When someone gives you access to their inbox, they’re telling you that you can send them messages.
  • From a pure analytics perspective, email gives you the ability to track behaviors, study what works, and get familiar with the techniques that don’t.
  • The ROI of email marketing is incredibly high. It can deliver as much as $44 in value for every $1 spent.

5 Tips for High-Converting Emails

If you’ve been using email, but haven’t gotten the results you’d like to, it’s probably because you’re using it ineffectively.

Here are a few very practical tips for high-converting emails that generate results:

  1. Write Better Subject Lines: Think about email marketing from the side of the recipient. (Considering that you probably receive hundreds of emails per week, this isn’t hard to do.) What’s going to make you engage with an email? It’s the subject line, right?If you’re going to focus a large portion of your time and energy on one element of email marketing, subject lines should be it.The best subject lines are the ones that convey a sense of urgency or curiosity, present an offer, personalize to the recipient, are relevant and timely, feature name recognition, or reference cool stories.
  2. Nail the Intro”: Never take for granted the fact that someone will open your email, and read to the second paragraph. Some will – but most will scan the first couple of lines, and then make a decision on how to proceed.It’s critically important that you get the intro right. You have maybe five seconds to hook people in, and get them excited. This is not a time to slowly build up. Give your best stuff away first!
  3. Use Video: Email might be personal, but individual emails aren’t necessarily viewed as special. That’s because people get so many of them on a daily basis.According to Blue Water Marketing, “The average person receives more than 84 emails each day! So how do you separate your emails from everyone else? Embed videos in your emails can increase your conversion rates by over 21 percent!”This speaks to a larger trend of making emails visually stimulating. The more you use compelling visuals, the more engaging and memorable the content will be.
  4. Keep Eyes Moving: The goal is to keep people engaging with your email content throughout. While it’ll inevitably happen with a certain percentage of recipients, you want to prevent people from dropping off as they read.One of the best ways to keep sustained engagement is to keep eyes effortlessly moving down the page with short and succinct copy.One-liners, small paragraphs, and lots of spacing signal a degree of approachability and simplicity. Use this style as much as you can.
  5. Don’t Ask Too Much: It can be difficult to convey everything you want to say in a single email, but it’s important that you stay as focused as possible – particularly when it comes to CTAs and requests.Always stick to one CTA per email. Never ask multiple questions or present different offers. (It’ll just overwhelm and confuse.) You can present the same CTA in multiple places – like at the beginning, middle, and end of the email – but it needs to be the same call. That’s how you keep people focused and on-task.

Give Your Email Marketing Strategy a Makeover

Most businesses have some sort of email lists. Few businesses leverage these lists as well as they should. Hopefully, this article has provided you with some practical and actionable tips that can be used to boost engagement and produce more conversions. Give them a try and see what sticks.

Continue Reading

Business Marketing

Here’s how one employer was able beat an age discrimination lawsuit

(MARKETING) Age discrimination is a rare occurrence but still something to be battled. It’s good practice to keep your house in order to be on the right side.

Published

on

Jewel age discrimination

In January, the EEOC released its annual accounting for reports of discrimination in the previous year. Allegations of retaliation were the most frequently filed charge, which disability coming in second. Age discrimination cases accounted for 21.4% of filed charges. As we’ve reported before, not all age discrimination complaints rise to the level of illegal discrimination. In Cesario v. Jewel Food Stores, Inc., the federal court dismissed the claims of age discrimination, even though seven (7) plaintiffs made similar claims against the grocery store.

What Cesario v. Jewel Food Stores was about

In Cesario, all but one of the seven plaintiffs had spent years with Jewel Food building their careers. When Jewel went through some financial troubles, the plaintiffs allege that they began to “experience significant pressure at work… (and) were eventually forced out or terminated because of their age or disability.” Jewel Food requested summary judgment to dismiss the claims.

The seven plaintiffs made the same type of complaints. Beginning in 2014, store directors were under pressure to improve metrics and customer satisfaction. Cesario alleges that the Jewel district manager asked about his age. Another director alleges that younger store directors were transferred to stores with less difficulties. One plaintiff alleged that Jewel Food managers asked him about his retirement. The EEOC complaints began in late 2015. The plaintiffs retired or were fired and subsequently filed a lawsuit against their company.

Age discrimination is prohibited by the Age Discrimination in Employment Act of 1967, (ADEA). The ADEA prevents disparate treatment based on age for workers over 40 years old. However, plaintiffs who allege disparate treatment must establish that the adverse reactions wouldn’t have occurred but for age. Because none of the plaintiffs could specifically point to age as the only determination of their case, the court dismissed the case.

A word to wise businesses

Jewel Food was able to demonstrate their own actions in the case through careful documentation. Although there was no evidence that age played a factor in any discharge decision, Jewel Food could document their personnel decisions across the board. The plaintiffs also didn’t exhaust all administrative remedies. This led to the case being dropped.

Lesson learned – Make perssonel decisions based on performance and evidence. Don’t use age as a factor. Keep documentation to support your decisions.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!