We’ve all heard about the American Dream, but do you know where that patriotic phrase came from? Author James Truslow Adams coined the term in the aptly-named 1931 bestseller, The Epic of America.
Adams wrote this American ideal was, “a dream of a social order in which each man and each woman shall be able to attain to the fullest stature of which they are innately capable, and be recognized by others for what they are, regardless of the fortuitous circumstances of birth or position.” Or as he put it later in the book, a “dream of a better, richer and happier life for all our citizens of every rank.”
For decades, the achievement of the American Dream included buying a house – it’s why lots of you in the land title industry proudly proclaim yourselves as protectors of the American Dream. For many millennials, the achievement of that ideal has been delayed. Student loan debt has forced this generation to make financial sacrifices, but many in this age group are finally finding their footing and buying homes in the suburbs, just like their parents did. They do their homework before deciding where to go out to eat, so you know they’re researching who to give their business when buying a home.
Why the constant focus on millennials? They will likely account for “the largest share of homebuyers of the next decade.” It's a message we know you've heard a lot lately. Agents need work smarter to attract the attention of younger homebuyers.
- Make sure they can learn about you and your company online and from their phones
- Invest in technology and understand how those new tools can benefit you and your customers
- Promise flexibility and open communication and then deliver on that pledge. Service is key to everyone, but especially to this age group
The title industry is largely unknown to people who have never bought a home. It doesn’t have to stay that way. Innovative professionals can prove their value in today’s market by helping educate future customers on the best way to be a conscientious homebuyer. Offer education for all the costs involved in a new home purchase. Teach them about mortgage pre-approval, title insurance, amortization, appraisals, closing costs and escrow. These are terms millennials are Googling right now. Be the one that provides them with a succinct and accurate answer any way you can. Whomever they learn to trust in the process will get the sale.
Be the superhero of attaining a better, happier life for your customers. Show potential buyers the value you can offer them using social media, through email and in person.
Bowe Digital knows how to tell your story better and then get that message to the right people. Contact us today and ride a new wave for marketing everything your company has to offer. It is time to step out of the shadows and end the stigma that no one knows what a title agent does. Seize the opportunity to attract new buyers and potential future employees. It’s time to tell – no, show – a new generation just how valuable you are.