When marketing to Gen Z, many fall victim to outdated misconceptions. It’s easy to label this demographic as lazy, ignorant, and constantly on their phones. But these stereotypes couldn’t be further from the truth. Understanding the identity and media consumption habits of Gen Z is essential for reaching younger audiences. Whether or not they’re engaging with or buying from your business now, they will be in the near future.
Defining Gen Z
Gen Z, loosely defined as those born between 1997 and 2012, is a generation characterized by their fiery, bold nature, intellectual curiosity, and digital upbringing.
Contrary to popular belief, they still consume traditional media, keep up with the news, and read reputable sources like the rest of us. And, since they’ve grown up with the entirety of human knowledge just a Google search away, Gen Z members are investigative and selective about the content they consume.
Gen Z’s entrepreneurial spirit drives them to carve out their own paths, often eschewing traditional life trajectories (like getting married young or climbing the corporate ladder) in favor of chasing their dreams (like becoming a travel blogger or opening their own creative business). They are also known for their rapid consumption of products, information, and content, expecting swift responses from brands when issues arise.
The Next Generation of Homebuyers
Gen Z is a unique and diverse generation poised to make a significant impact on the housing market. While they may not be your current customer demographic, Gen Z is quickly coming of age for large purchasing decisions.
Incorporating Gen Z into your target audience is a long-term strategy, but one that will pay off. Even if it’s only 10% of your content strategy, consider investing some time and brainpower to reach a younger audience.
Content Preferences
As digital natives, Gen Z is predominantly online, spending significant time on social media platforms like TikTok, Instagram, and YouTube. These platforms cater to their preference for short, engaging content that can be consumed quickly. If you’re not already posting short-form videos regularly, take this as your sign to start!
This generation values companies that are authentic, transparent, and socially responsible. Think: behind-the-scenes videos, Q&As with leadership, silly skits showing off individual staff personalities, and infusing company values using less formal language. Gen Z is drawn to brands that do more than just showcase their products — they want to see the personality behind the brand.
Tactics for the Housing Industry
Time to get into the specifics! We’ve pulled together 8 specific strategies that are relevant for businesses in the housing industry. Implement a few of these, and you’ll start seeing results.
- Entertain & Connect – Think about what will make younger audiences stop scrolling. Short, visually appealing content performs best. Use trending sounds, make sure your first clip entices your audience right away, utilize user-generated content (UGC), and incorporate more casual, behind-the-scenes videos.
- Work with Influencers – Pay someone else to promote your business! But, make sure it’s a good partnership fit and ensure your influencer has a genuine connection with their audience to build trust and credibility.
- Educational Content – Creating accessible educational content tailored for younger audiences not only bridges knowledge gaps but also positions your business as a trusted advisor in the space. Share resources that demystify the complexities of house hunting, homebuying, and financial planning. Film a Q&A with your sales rep talking about customization options, write an in-depth blog about the ins and outs of building new construction, or break down your latest financial incentives in an infographic.
- Post Frequently – Sharing regular content not only cultivates loyalty but also ensures that your brand remains relevant and top-of-mind as younger demographics mature into potential homeowners.
- Digital Tours – In today’s digital age, leveraging virtual tours and strong web or app platforms can revolutionize the homebuying experience. These tech-savvy features enhance buyer engagement and decision-making processes, making property exploration more interactive and personalized.
- Online Contact Forms – Make sure your social media and website have easy-to-find contact options and quick response times. Driving your virtual audiences to specific call-to-actions (CTAs) is crucial for capturing data and converting online interest into real-world purchases down the road.
- Emphasize Sustainability – Addressing environmental concerns is increasingly important for younger generations. Highlight the use of eco-friendly materials, energy-efficient features, and low HERS scores.
- Affordable Housing Solutions – The demand for affordable housing solutions continues to grow, particularly with Minnesota’s housing shortage. Both on your website and on social, showcase budget-friendly models, financing options, and rate buy-downs. Additionally, keep first-time homebuyers’ unique situation in mind when marketing and messaging.
By aligning content strategies with the digital habits and values of Gen Z, brands can create impactful marketing campaigns that capture the attention and loyalty of this influential generation.
