Marketing to millennials for the property market

1. The Key to Brand Success
in the Digital Age
June 2019 by Brandnow.asia for PropertyGuru (DD Property)

2.  What engages your customers?
 What do they care about and interested in?
 What do your customers have in common?
Know Your Customers

5. Why all the Millennial Fuss?
• Largest generation in the world born after baby
boomers
• 2 Billion (nearly 30% of world population)
• Most influential generation of consumers. Today
the group makes up 60% of the workforce. By
2020, Millennial spending power will reach
estimated $1.4 trillion annually – just as they are
reaching key life milestones such
Getting married
Buying a home
Becoming parents
• In 2025 the group will make-up 75% of workforce

6. Characteristics & Traits
• Tech-savvy
• Multi-taskers
• Ambitious (perhaps sometime impatient)
• Entrepreneurial mindset
• Family oriented, flexible schedule
• Sociable generation
• Communication is key
• Like to be loved: enjoy constant feedback,
gratitude

7. Millennials in Thailand
• 32% of the Thai population
• Under pressure from older
generation to maintain core
values
• Feelings of disconnect from
Thailand centuries of tradition
and culture
• Shackled by chronic social &
political issues and ineffective
education

8. • According to National Statistics Office (NSO),
Millennials spend an average of 8 hours per
day online (US average 3.6 hours/day)
• 81% of Thai Millennial own a smartphone
compared to only 45% globally
• 60% use smartphones to make a decision
• 46% of active Internet users claim to have
been influenced by bloggers & vloggers
(video bloggers)
• Thailand has 1.7 Million Millennial IG users
What’s Engaging for Millennials

9. According to this
info graph in
Sept 2018 from
The Nation,
Thailand’s online
community is
growing strongly,
with 82% of its
population using
the Internet and
spending almost
10 hours online
and over three
hours on social
media each day,
ranking among
the top five in
the world

10. What Millennial Care About?
• Company values: Millennial are more
willing to pay extra for sustainable
offerings than past generations (Nielson
Global Online Study)
• 84% of millennial believe that brands
should not stick to just selling their
products or services
• 64% say it’s a priority for them to make
the world a better place
• This could encourage millennial to join
and support…

11. What Motivates Millennial to buy?
• Videos content: Millennial are 1.5 times
more likely to watch videos while
shopping online, it affects the buying
decision
• The message may be even more effective
if an influencer or existing customer is
recommending the product or service
• By sharing video content online, it
creates awareness, credibility and can
help with millennial buying decision

12. What Motivates Millennial to buy?
• Personalized shopping experience:
Millennial care more about personal
development & new experiences
therefore campaigns involving new
technology may attract millennial and
bring in new customers
• Memories tend to stick with people,
therefore new experiences can help
millennial remember a campaign &
share the experience with others

13. Who is Planning to Buy?
• 49% of the millennials live with their parents and
around 51% of millennials live independently
• 55% do not expect to buy a property due to
unaffordability (13,000 survey participants in 20
countries)
• 57% of U.S. adults believe buying a home is less
appealing and 54% favor renting
• Millennials claim large home down payment is an
obstacle, but not the monthly mortgage
• Approximately 16% of millennials worldwide claimed
they never plan to buy a home
• Rental properties in the future will need to satisfy a
wide range of ages and individuals’ desires
Source: www.globalrealestateexperts.com

14. Recommendations For Brands

19. Key Take Away
• Know your customers
• Know what they care about and be
part of that
• Be where they are…online and tell
a memorable story
• Engage and give the customers an
experience to remember and talk
about with others
• It’s a long sales cycle…be in it for
the long haul

20. About BrandNow.asia
Established in 2008, Brandnow.asia is a
boutique branding, marketing and public
relations company serving startup, unicorns,
disruptors and blue-chip brands here in
Thailand and in the ASEAN region. Some of
our clients are Grab, Lalamove, Nokia, adidas,
Pepsi, JLL, and Grohe to name a few. Our
focus is on below the line and the services
ranges from media & public relations,
social/digital PR, direct marketing to event
management. We look forward to being of
service to you and others you know.

21. Pacharee Pantoomano
brandnow@brandnow.asia
+662 105 4217
Youtube: BrandNowAsia | FB: BrandNowAsia