Tapping the millennial market
The question seems a bit difficult when the subject involves millennials. To answer such a question, it is quite fitting to first define who this generation is.
TIME Magazine earlier published an article defining millennials as those born from 1980 to 2000. More than this, three adjectives were easily associated with the term millennial: selfish, narcissistic, and lazy.
A fair number of articles had said these things about them, boxing millennials into this kind of narrative. But we at 1Premiere Land Marketing Co. (1PLMC) chose to focus on their desirable traits instead.
If you’re a business organization, how do you attract a generation often tagged as such?
Believing in the capacity and potential of this frequently misunderstood generation, 1Premiere Land opined that millennials are actually self-driven—motivated by personal ambitions far greater than themselves. We believe they are selfless, as they prioritize their immediate family’s happiness and welfare. Lastly, we think millennials are diligent—a conscientious group of individuals who put premium on the significance and value of what they do.
Based from our experiences and observations, we will offer ways on how to not just sell to this market, but to also effectively encourage them to invest in the real estate industry.
Marketing to millennials
1Premiere Land always tries to understand the psyche of millennials—uncovering who they really are, what they really want, what captures their hearts, and what empowers them to be who they want to be.
However, millennials are often reduced as apathetic. This is a completely hasty generalization. If one opens his or her social media account, people who belong to the said generation are actually the ones who seem to take seriously the current events that affect them.
With this, we think it is safe to say that—as with other generations—millennials crave for a deeper meaning in everything they do. To support this claim, a 2013 study by Deloitte said that millennials have the instincts of ownership, accountability, innovation, and positive impact. This means therefore that the generation does not accept things at face value.
It is quite an observable fact as well that this particular bunch of people are social media-savvy. Thirty percent of this generation would use their mobile phones during events, recording details and documenting the entire happening, eventually uploading it to various social media platforms, according to Billboard’s survey.
Taking this into account, it is imperative for 1Premiere Land to bank on this characteristic of the millennial market. So in order for 1Premiere Land to reach this market and successfully thrive in this day and age, we utilize all forms of digital marketing—the best access to the millennial market.
From this, a fourth way comes in—that is, to invest on visuals and content. The youth of today are fond of memes, GIFs, and videos. 1Premiere Land is thus partly banking on visuals and content to captivate the attention of millennials.
Emergence of technology
Convenience is also key.
The emergence of technology comes with convenience. With just one tap, you can hail a taxi or car to take you to your desired destination. With a few clicks, you can already contact any restaurant and find your favorite food at your doorstep.
We at 1Premiere Land practice expediency in our services like test blast, group email, group chat, and we respond to all inquiries the soonest possible time—a move that is truly appreciated by millennials.
Millennials are further known to embrace diversity, having the power to express themselves freely. This is why 1Premiere Land ensures that it can offer a warm and welcoming atmosphere to all different types of customers.
Organizations must know how to establish a personal connection with today’s youth. This is why we formed Premiere Pamilya—a relationship vital to our target market.
Lastly, 1Premiere Land is open to change. We recognize and accept the fact that ideas and things are dynamic.
Innovation is of paramount importance. Therefore, continuous research, survey, and exploration are the leading pillars of our flourishing organization that aspires to entice not just the millennial market but the next generation as well.
Augustine Cayabyab Jr. is the president of 1Premiere Land Marketing Co., one of the exclusive marketing arms of Sta. Lucia Land Inc. and Sta. Lucia Realty and Development Inc.
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