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Real Estate Marketing

Generation Z is becoming a priority for retailers #stats

(MARKETING NEWS) Just as we’re getting used to marketing to millennials, a new generation wants to hand us money – better be prepared.

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generation z

Wait, don’t sigh just yet

This is kind of a one-hand, other-hand thing. On the one hand, good news! This isn’t yet another retail maundering on how to engage the oh-so-tricky millennial customer base. Thank goodness, right? I’m tired of millennials. I am a millennial! Still tired of millennials.

Other hand? Gen Z rises.

I wouldn’t blame you for a pre-emptive sigh of frustration. I mean, millennials have been a marketing nightmare – socially networked yet antisocial, brand-loving yet bargain hunting, plus half of us are broke or hamstrung with debt anyway.

I mean, short of Etsy maybe, and Apple because in the mid-80s Steve Jobs signed a midnight deal at a bayou crossroads and now people will never, ever stop buying shiny white iThings, who has even gotten a market foothold on millennials?

Here’s a secret just for you

Want to know a secret? You don’t have to care. Gen Z. 15 to 24. This very Turkey Day Week, your humble narrator enjoyed bird and board games with somebody in that bracket. As of January she’ll be on the right side of $50,000 a year.

Protip: you’re better off selling to her than, to pick an example completely at random, a 30 year old freelance writer. Millennials are great, but Gen Z is getting out of college and into the big, bad world. In the big, bad world, Gen Z? Kind of winning.

So what should you be doing? Three tips:

  1. Get real. Millennials may favor digital, but Gen Z shops in the world. “Stuff, not experiences,” in the words of Business Insider. Even if you lack a meatspace presence, you need to get personal, and above all, get concrete. Communicate. Not least because…
  2. They’re smarter than you. Smarter than me too, if it makes you feel better. Forget born after the founding of the Internet: Gen Z was born after Netscape. They’re the first no-doubt, no question generation of digital natives. They bring more identity, input and information to their decisions than anyone, ever. Be transparent, be helpful, and remember: when you make a sale, the fastest way to guarantee there won’t be a second one, is to try and sell them on something else. They knew what they were buying before they got up this morning. All you’re doing is taking time out of their day. So where’s the money?
  3. Don’t upsell; involve. Check this study at Fitch.com. Shade out of date by now, but that happens when your topic is younger than Pokemon. Still worth reading every word, and the best of the best is the “good enough approach.” Gen Z are the apotheosis of informed shoppers. They know nothing’s perfect. That’s good news. When they bring you Widget X, trying to upsell to Widget X Plus will net you nothing but eyerolls and scornful emojis, because they considered and rejected X Plus last week. Instead, sell input. Sell involvement. Here’s your Widget X. Don’t forget: 99 cents, and an app will track your input and optimize your next update for free. Oh, and there’s a limited beta going for Widget 0.Y. Y comes out this summer, and the spots are going fast. URL and QR code’s on your receipt.

Let Gen Z tell you how to make your product what they want, and not only will you have a whole new set of metrics to optimize your product – for free – for the first time in the history of retail, you can forget “buyer’s remorse.”

Instead, have a generation of “beta happy,” with customers walking out the door scanning their receipts, not doing math and looking disconsolate, but smiling because they’re part of a cool new thing.

#GenZ

Matt Salter is a writer and former fundraising and communications officer for nonprofit organizations, including Volunteers of America and PICO National Network. He’s excited to put his knowledge of fundraising, marketing, and all things digital to work for your reading enjoyment. When not writing about himself in the third person, Matt enjoys horror movies and tabletop gaming, and can usually be found somewhere in the DFW Metroplex with WiFi and a good all-day breakfast.

Real Estate Marketing

Facebook, Instagram launch features to showcase local businesses

(REAL ESTATE MARKETING) New features on Facebook and Instagram allow a small business to be promoted within 1 – 500 miles if users visit their Business Nearby section.

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small business on Facebook

There is no doubt that Small business owners (estimated at 30.2 million in the United States) have been hit hard by COVID-19. They’ve had to close their doors abruptly, shift to online and contactless offerings, and some had to furlough their employees.

We don’t exactly know yet how many will not be able to re-open their doors but for those that have made quick shifts to their businesses, here are some great ways that we can support them (some for little effort and no cost to us via Facebook and Instagram, of course assuming they are on these two platforms).

No matter your feelings on Facebook or Instagram, it’s nice to see them make strides as a large tech company to push out these products and resources considering what a large amount of small businesses there are, and how everyone is hurting. This may not be the overall solution, but it can be a great step in the right direction.

TechCrunch outlines the way Facebook and Instagram launched new products so that consumers can show support for their local and small business.

What consumers can do:

  1. When logged in to your Facebook, check out their new Businesses Nearby section (it will let you set it between 1-500 miles from you). Peruse the businesses for updates, and see if there is one that you would be comfortable supporting.
  2. You can add the Support Small Business sticker on Instagram, or use the #SupportSmallBusiness hashtag on Facebook
  3. If you are a Creator on Facebook, you will also be able to easily tag small businesses

By doing these simple things, it will create additional exposure for them, and even be included in Instagram stories that will be shared via localized content. It may not feel significant, but with that many, this might be an easy thing to do at low cost and minimal effort for many of us.

What Small Business Owners can utilize?

  1. Facebook has created a specific Business section in Messenger in hopes to make it easier for them to respond to customers.
  2. Facebook has pulled together resources specifically for COVID-19, and owners can access this through their Facebook shortcuts or within their Instagram Business profile.
  3. They set up a $100 million grant program for small businesses.
  4. They added the ability to add temporary service changes.

As many businesses (begrudgingly or not) utilize social media to promote their products and services, hopefully these developments will help them continue to reach consumers and stay in business. It’s impossible to look at just these two social media channels individually without looking at their entire marketing and operations plans, but hopefully these create positive impacts since they have quite a large presence in how we connect, socialize, and share our experiences.

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Real Estate Marketing

Quick and easy pop up builder helps you convert more sales

(REAL ESTATE MARKETING) Adoric makes it easy to build pop-ups, because shoppers are suckers for a cute click! They have resources galore to help you grow your business.

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Adoric welcome

Just in case this point was not made clear circa 1999 Microsoft Windows: website pop-ups are STILL neck-slappingly annoying. So Adoric is here to make them easier to build!

Apparently the internet-using world has not effectively boycotted the tyranny of the pop-up because not only do they still exist, but also they apparently are an excellent tool for gaining inbound leads and converting sales. So when a designer and a marketer make sweet, sweet business love, Adoric is the resultant baby.

The free platform allows users to “create a personalized customer journey using web messages such as Banners, In-pages, Sliders, Pop-ups, Top bars, and much more,” the Product Hunt post by CEO Tal Revivo reads.

The platform is akin to Canva, where a simple user interface enables an easy drag-and-drop design experience. It comes complete with over 500 templates and an extensive library of cutesy stock images and gifs.

The platform is compatible with WordPress, Shopify, and Woocommerce, among others. It can also be integrated with popular CRMs and email services like Salesforce, Hubspot, and Mailchimp. It’s even mobile friendly.

Not only does the builder allow you to create a beautiful professional-looking graphic, but it also allows you to choose what a user sees based on their behavior on your website. For example, you can create a welcome message that a user will only see when they first visit your website, and then a recommendation pop-up for a return buyer. Adoric also has a “magic” function that will adapt a new design to match your brand style.

If the builder tool isn’t straight-forward, they’ve got you covered. In addition to the pop-up builder, Adoric offers extremely simple tutorial pages to walk users through each of its features. Articles explain how to start an email campaign, how to run an A/B test on your design, and how to use and read campaign analytics.

The Israel-based startup boasts some impressive clients including Procter & Gamble, Wix, Groupon, Toyota, and Nautica. Though the roster is impressive, the usability of the product is even more so. Making a tool that is accessible to both the Davids and the Goliaths of sales may be what set this product apart from competitors.

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Real Estate Marketing

Zillow gets more seemingly pointless patents, why?

(REAL ESTATE MARKETING) Patents are like the cheap spaces in monopoly to Zillow, they get every one they can get their hands on, why do they need so many?

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patents design

Zillow is scooping up two more patents. Are we surprised? Does a bear…? (You get the idea). Earlier this year, we covered Zillow’s takeover of 3 patents created by IBM. The latest claims are 1.) allocating electronic advertising opportunities and 2.) presenting image transition sequences between viewing locations.

Over the past several years, the online real estate search giant has not only applied for but has been granted so many patents that motive is called into question. Is the company destined to become the next patent troll and possibly impeding technological innovation and basic real estate search functions particularly for other real estate companies? Or is this a smart move by Zillow to protect their tech investments and solidify their brand?

We’ve written about the dangers of patent trolling, where companies file for patents for the intention of suing potential “infringements”. In terms of boosting the American workforce and economy, patent trolling does neither of these and can instead damage technological growth.

So what is Zillow after this time?

The first patent outlines a facility for presenting advertising messages for multiple advertisers. “The facility determines allocations that each specify a share for an advertiser, the specified shares all being different. The facility causes advertising messages to be presented on behalf of the advertisers in accordance with the shares specified by their allocations.”

The second patent focuses on transitions between two images taken at two viewing locations, “generating and presenting an image transition sequence that simulates viewer movement between the viewing locations, such as without using information about relative distance between the viewing locations and other depth information to objects in an environment around the viewing locations.”

Time will tell how these new patent additions affect smaller real estate startups or if this is simply good business on Zillow’s part. The U.S. Trademark office continues to make it easy for these larger companies to take over.

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