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Real Estate Marketing

How to optimize your marketing to reach each generation

(MARKETING) Knowing how each generation is interacting with marketing content will help you keep your edge in your chosen markets – here’s your update!

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social media marketing

In the last few years, a higher premium has been set on presenting your content appropriately to your audience. In order to do this, you must really learn about the demographics of your audience as a way to speak to them in the most effective way.

We can do this by looking through our follower list, determining the audience that would most benefit from our audiences, and opening the floor for questions. Sometimes we rely on studies and other collections of data to show us what certain audiences dig and don’t dig.

Such was the case with Koeppel Direct’s roundup regarding optimizing your content for every age group. They broke it down in such a way that helps us look at different generational online uses.

First up, we have our Baby Boomers, who were born between 1946 and 1964. According to the data, they make up 74 percent of the US population. Sixty-seven percent of that population uses smart phones, while 57 percent use social media. The favorite platform of Boomers is Facebook, with 31.9 percent using the social media site.

It’s recommend to tailor content for Boomers in the following ways: make your content text-light (300 words is the preferred article length of this generation), videos that are heavy on information (slower-paced is preferred over fast), and Facebook-optimized content (57% will visit a company’s website after seeing them appear on social media, and 34% will make a purchase).

Next on deck, Generation X. This group was born between 1965 and 1980, and make up 66 million of the US population. Eighty-five percent own smartphones and 75% use social media (with 45 million Facebook users and 23.5 million Instagram users).

The content recommendations for Gen X are: longer-form video (30-second mobile video ads are preferred over ads that are shorter), tablet-optimized content, and 48% are more likely to buy from a company that offers instructional videos.

Now, everyone’s favorite, Millennials! These peeps graced the earth between 1981 and 1996 (May of ’94 brought you yours truly) and they make up 71 million of the population. Ninety-two percent own smartphones and 85 percent use social media (with 59 million Facebook users and 43 million Instagram users).

Unsurprisingly, two out of three Millennials prefer online shopping. The recommended content comes in the way of: shorter-form video (10-seconds preferred), interactive content (it’s all about the experience! Even with campaigns), email campaigns (Millennials spent 6 hours a day going through email, with 77% wanting to receive business communication by email).

Additional tips include: personalizing content, using less text, and sharing mobile coupons and rewards.

Finally, we’re at the end of the alphabet with Generation Z. Zs were born between 1997 and 2012 (so they were learning to walk during the peak of Friends) and make up 60 million of the population. A whopping 95 percent have access to smartphones.

The favorites of social media include: 73 percent on Instagram, 69 percent on Snapchat (noted to be more popular with girls), and 80 percent say that social media influences their shopping (thanks, Insta models!)

It’s recommended to use: online video ads (56 percent take action after seeing a video), video marketing (85 percent use YouTube), and socially conscious content (94 percent feel that companies and brands should take stands on environmental and social issues).

The roundup also notes that in 2017, it was determined that the average human attention span is eight seconds (which is a 33 percent decrease from 2000).

There was also a 99 percent increase in branded video content views on YouTube over 2016.

In 2019, 80 percent of all web traffic so far is video. Think about that one.

This information is ever-evolving and helpful to keep an eye on. However, it’s important to note that this is a sample of these generational populations, and not every item applies to each population member. Do your own research to really get to know your audience!

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Taylor is a Staff Writer at The American Genius and has a bachelor's degree in communication studies from Illinois State University. She is currently pursuing freelance writing and hopes to one day write for film and television.

Real Estate Marketing

How to get a 9 star rating on Zillow when you’re limited to 5 stars

(MARKETING) When you’re limited to just a few stars on Zillow or similar sites, how do you prove to the public that you’re worth many more stars?

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five stars on zillow

Let’s say that you ask all of your customers to rate you on Zillow. Let’s say that you think it’s the best site since sliced bread (or you hate it, whatever, that matters not in this scenario).

But let’s also say that you’re either an overachiever or a smartass and you believe that your five star rating is simply too low and that you have actually earned more stars throughout your stellar career.

What do you do? How do you break out of the “Five Star Zone” without paying people to rate and rank you and without bribing Zillow?

You get creative.

Enter Frank Llosa, Esq., Broker of Frankly Real Estate, who is both hated and revered for his endless pushing of the envelope. Years ago, he figured out a way around the five star rating system on Zillow without any cash exchanging hands.

How? Behold:

Llosa did this stunt long ago, but Zillow never shut him down (and if they had, he’s used to his shenanigans being stifled).

Will Zillow shut you down if you try this? Probably.

While hilarious, it does prove that the web doesn’t limit the creative, rather, it unveils the endless opportunities to capture consumers’ attention – wouldn’t you take a second look at a 9-star agent on Zillow? I sure would!

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Old School Marketing

This simple questioning technique will help you convert more sales

Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

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leadership

Will you read this article? According to the latest research, if you got as far as reading that question, the answer is more likely to be, “yes.”

The study was published in the Journal of Consumer Psychology. Researchers at the University of California, Irvine, found that asking someone a question about a behavior made much more of an impact than telling someone what to do.

Just asking someone a question about a behavior increases the likelihood that they’ll do it.

It’s called the question-behavior effect. According to lead researcher, Eric Spangenberg, the question-behavior effect is most notable when the question encourages behaviors that are already socially celebrated. For example, will you try to eat healthy in 2016? Will you exercise today?

Exactly why questions are more effective than statements remains unknown, but it probably has to do with the mindset of the answerer. If someone tells you, “you should volunteer for this charity” you are more likely to bristle at being told what to do, rejecting the authority and advice of an outside opinion.

But when asked, “will you make a donation?” even if you don’t answer right away, you become more open-minded to the possibility.

Your options become expansive, rather than set, which makes you feel empowered and self-confident that you can make a positive decision for yourself.

The study also found that the effect was strongest when questions were administered through a computer or on paper, rather than orally, and when the question called for a direct “yes” or “no” answer. Perhaps having to type out or write down an answer made people feel more accountable to following through with the behavior.

Could you use the question-behavior effect to improve your business? (You see what I did there?) Asking an employee, “will we see your report in time for the deadline?” may just increase the chances that you will. And perhaps asking if your customer wants to purchase your product will put them in an open-minded state to say yes.

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Real Estate Marketing

The white-boxing trend is back in real estate

(REAL ESTATE) White-boxing refers to emptying out your entire house instead of staging it like an IKEA display, and some are opting for this when selling.

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white-boxing

Staging your home for sale is a hilariously convoluted process that can involve anything from vacuuming your sofa to renting a whole house-worth of furniture to ensure that the feng shui (or whatever) matches up with the price tag. If your client is in a slightly less pretentious mood when it comes time to sell, consider white-boxing.

Far from being a racial slur, white-boxing refers to emptying out every space in a house to present clients with a blank slate. The idea is that no furniture is better than outdated or ratty furniture (your horse-hair blanket is hurting more than it’s helping, Kyle), and clients may even be able to save on some renovation costs along the way.

White-boxing also allegedly allows potential buyers to envision freely the space as they prefer it rather than emphasizing a style which may not appeal to everyone in the market.

Buyers who are interested in touching up or renovating their home may also be more attracted to a white-boxed house due to the open nature of the presentation. By that same token, though, white-boxing makes it much harder to hide blemishes and other flaws which can turn buyers away — if a home is a bit quirky, you may want to stick to a traditional form of staging or address the problems before the house goes on the market.

There are a couple of key things to note if you’re thinking about white-boxing a home.

Firstly, the home’s location and/or view should be the main selling point if you’re in a high-end market; otherwise, you may end up with a string of snooty customers wondering why there’s nowhere to sit. Similarly, you should avoid white-boxing a client’s home if it’s particularly cozy — empty rooms can appear even smaller than they actually are, so you may have to rely on the existing furniture to close the deal.

Hiring a staging professional is always ideal and is proven to increase the bottom line, but in some instances, white-boxing (you know, the way you used to sell homes) is a growing trend that has some upsides to consider.

Whatever you decide to do, make sure you commit to a staging style — leaving a dining room set in the middle of an otherwise empty house is super weird, and the inverse is just as unnerving. However, if you’re looking to cut down on staging costs and your client’s home has little to hide, white-boxing may be the right choice.

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