This 60 minute webinar delivered to eHome America Partner Agencies focused on finding effective and affordable ways to reach the next generation of potential homeowners. In this session partner agencies learned about non-traditional approaches to social media that maximize exposure to their target audience, ways to spread their messaging across a variety of delivery formats and ways to effectively increase engagement and enrollment.

1. Marketing to Millennials
Finding effective and affordable ways to reach
the next generation of potential homeowners.

2. House Keeping
 If you are using a landline
or cell phone, please make sure
that your phone is on mute.
 If you are using the speakers on
your computer, click that option
here.
To avoid feedback noise:
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3. House Keeping
All questions should be typed in the
question box - feel free to:
 Ask questions
 State an opinion -or-
 Simply share your thoughts
 Raise your hand
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4. Your Presenters
Shane Darrisaw
National Training Consultant
B.B.A & M.B.A (Georgia Southern University)
NW Faculty member since 2007
20+ years of experience in the areas of retail,
wholesale, nonprofit mortgage lending, non-
profit and banking management
Certified Financial Coach
Certified Human Behavior Trainer
Provides technical assistance to national and
community non-profit organizations
Provides services in the areas of Client
Management Systems, Organizational
Development, Project Management and
Team Building

5. Your Presenters
John Little
Author, Consultant, Speaker, Trainer
Consulting with non profits since 2007
20+ Years professional experience in
training, marketing & management
Certified Human Behavior Specialist
Deliver high quality consulting, training and
technical assistance nationally to for profit
and non profit organizations
Host – ‘Live & Lead Like A Champion’ Daily
Podcast

6. This presentation will look at…

7. Who are the “Millennials”?
Poll Question

8. Millennials Demographics
Presently they are…
24% of the population
Median income is from 25K – 48k
21% are married
25% have a bachelors degree or higher

9. Millennials Demographics
Millennials are the most ethnically and racially diverse
generation of all the demographics.

10. Millennials want to be defined by their
passions, not their careers.

11. Millennials want to be defined by their
passions, not their careers.

12. Defining Millennials

13. What form of marketing do you
prefer?
Poll Question

14. Word of Mouth
Word-of-mouth marketing has always been important, but its
scope is limited to the people you know and interact with on a
daily basis.

15. Word of mouth
Social media has lessened that limitation and given new power to
consumers.

16. Consumer Engagement
On social media, customers want to engage with people, not products.
Your goal is to engage with your customers and help increase their
awareness about what services you provide and how you can deliver
them more efficiently.

17. Hyper-Informed Consumers
Social media is transforming the way that consumers make
decisions. They are using social media to learn about others
experiences.

18. Maximizing Your Exposure

19. Millennials & Traditional Marketing
Millennials want to know that an organization is paying attention to
their specific needs.

20. Successful Social Media

21. Successful Social Media
Links to a
newspaper
article.

22. Successful Social Media
Show events &
partnerships
Demonstrate
social
engagement
through
retweets and
favorites

23. Millennials & Traditional Social Marketing
Traditional Marketing
Focuses on print ads
TV & radio commercials were
hallmarks
Considered a catchall type of
marketing
Social Inbound Marketing
Allows for targeting
Focuses on electronic
communication
Go after the type of audience
you want

24. Millennials & Homeownership
Yes
22%
No
33%
Don't Know
45%
Could You Obtain A Mortgage if You Applied?
Recent Study of California Non Homeowner Millennials – Source: Millennials & Homeownership by Brad Shuster

25. Millennials & Homeownership
Millennial Obstacles to
Homeownership:
- Debt load
- Down Payment
Requirements
- Fear of Application
- Lack of savings/credit
HCA Opportunities for
Millennial Market
- Financial Literacy Pgm
- Down Payment Assistance
- Counseling on Process
- Homebuyer Education

26. Rent vs. Own
38%
36%
35%
25%
0% 5% 10% 15% 20% 25% 30% 35% 40%
20% Down, 30 Year Fixed
Cash
10% Down w/PMI
3.5% Down, FHA
Cheaper to Own than Rent
Source: Trulia, Inc.

27. Millennials & Homeownership
Keys to connecting with Millennials:
- Engagement
- Value
- Community
- Interaction
- Social Impact
- Convenience

28. How effective are Facebook, Blogs
and You Tube in marketing to
Millennials?
Poll Question

29. Millennials & Traditional Social Media

30. Non-Traditional Social Media
Instagram
Infographics
Twitter
Podcasting
Mobile Marketing (Text Campaigns)
‘Discount’ Marketing
Loyalty Programs & Rewards

31. Instagram
 200 Million Monthly Active Users
 1.6 Billion “Likes” Daily
 Multiple Mobile Platforms
 Instagram has more ‘prestige’ than
Facebook or Twitter among young
adults
 Tips:
- Share images of successful
homeowners
- Link to other social media accounts

32. Infographics
“Content Marketing”
Growing trend of information distribution
Visual displays of information
Multiple delivery methods
Visual & Interactive
Tips:
- Tell Your Story
- Make it Relevant
- Display Prominently

33. Twitter
284 Monthly Active Users
500+ Million ‘Tweets’ Daily
80% Twitter Active Users are on Mobile
Information & Interaction
Best for ‘sharing’
Tips
- Give a ‘steady stream’ 3-5 times per
day
- Use hashtags (#) that will be ‘re-
tweeted’

34. Podcasting
 ‘On The Go’ Content Delivery
 Demonstrate Value & Expertise
 Minimal Startup Costs, Little to No Long Term
Cost
 Potentially Revenue Generating
 “Evergreen” and Archive Content
 Tips:
 -Subject Matter Expert ‘Spotlights’
- Highlight recent successes

35. Mobile Marketing
 1.75 Billion Smartphone
Users
 25% growth expected in
2014-2015
 More than 55 Million users
of online ‘discount’ services
 Large margins in incentive
based retention programs

36. “There’s An App For That”
Constant Presence
Multiple Options of Content
Delivery
‘Push’ Marketing Opportunities
Low Cost Barrier to Start
Consistently Fresh Content
Interactive Functionality

37. Groupon & Living Social
Growing trend of fee for
service HBE
HBE has a ‘value’ in the
marketplace
HBE is a saleable product for
HCA
Growing trend of online
savings models
Leverage value and ability to
establish price-point
Offer ‘discount’ for period of
time or specific service

38. Loyalty & Reward Programs
Builds a relationship
Rewards consistency and return
clients
Agency set program –
parameters
Give discounts on future
service
Track activities & progress
Establishes a ‘customer for life’

39. Top 10 Social Media Marketing Tips
1. Be Engaging!
2. It is ‘SOCIAL’ media.
3. Link it back to your
organization’s website.
4. Use social media icons on
your website to connect to
your platforms.
5. Get ‘buy in’ and use your
team for maximum impact.
6. Variety carries the day.
7. Images, audio and video are
more effective than text.
8. Don’t ‘sell’…share.
9. Have commitment and a
strategy.
10.Measure what works & what
doesn’t and adjust
accordingly.

40. Summary
Marketing To Millennials Requires:
- Creativity
- Visual Content
- Engagement
- Variety
- Subtle Calls to Action
- Value

41. Questions?

42. Thank You!