As I work with a wide variety of indiviuals in the community I have come to realize some of the many differences in core values seperating the generations. One of the greatest things I enjoy about being a Realtor is getting to be personally acquanted with all walks of life from all over the world and hearing about the their experiences and what motivates them. In understanding their core values I can get to the heart of what they want and thereby find the best property to suit their needs. This is also important in my marketing, after all, I would send the same flyer or postcard to a Retirement community as I would to a community that targets starter families.
Gathered here is some of the data I have collected that may help you in your marketing and understand some of the different generations.
People born between the two World Wars and the years 1920-1945 are generally termed Traditionalist or Seniors. They value dedication and sacrifice and believe in Hard work and conformity. Traditionalists have a strong respect for authority as well as Law and Order. They are patient and believe in duty/work before pleasure/reward. As a Real Estate client they like to see patriotic messages that speak to the family, home, and traditional values. They want to know what to expect throughout the process so make it clear. Enunciate your words and use good grammer, Never use profanity and include please and thank you. Always show maturity, respect, and knowledge of the business. While they Seniors are less likely to use e-mail do not stereotype, do use visuals to help with the explaining process, and make sure to develop your personal relationship as your business relationship evolves.
Baby Boomers were born between 1946 and 1964. Considered a ME generation Baby Boomers were born during a time of economic prosperity. Because nearly 80 million people were born during this era Baby Boomers make up the majority of our leaders in nearly every field and control nearly 70% of the nation's wealth. Baby Boomers are optimisitic and are team oriented. They value personal growth, youth, health, wealth, and personal gratification. To address a Baby Boomer's Real Estate needs you will want to express that you can help them build wealth and that you and your company are a pioneer in the industry. Take time to communicate with them, become personally acquainted, get them involved. Encourage them to understand the financial side of the transaction as well as how it may fit into their strategic retirement planning.
Generation X was born betwen 1965 and 1979 and grew up on video games, MTV, and the 80's! Influenced by such things as the Gulf War in Columbine shootings. Generation X is technologically literate, self reliant, and tend to think globally. When addressing a Generation X's needs get to the point quickly. Give them precise and concise information. Typically a generation x person will have already started their search before they contact you. They expect an agent to have a website, and like to communicate by e-mail. They do not like buzzwords, cliches, or jargon. They do not want bad news sugar coated and you should never try to "fool' them. Typically they will choose to live near their jobs and want a balanced life. Summarize what they will need to have ready prior to their closing.
Gneration Y. Nexters, Zoomers were born in 1980. This generation grew up with computers at home as the norm, cell phones, instant messaging, downloading capabilities, and hundreds of channels on tv. With the young age of this generation they will typically need assistance from a family member. They will probably rather live near cities and will most likely be unresponsive to traditional advertising.
Hopefully this will aid in your marketing campaigns as well as understanding where your client's values are derived from. Remember to identify your target audience and create your marketing around their values.
Do you know how to communicate with your clients or are you losing them to a communication gap? Not everyone responds the same way to certain gestures, colors, and word choices. Did you know that the color green actually psychologically stimulates "yuppies" to want to purchase?
In general there are 3 types of people: visual, auditory, and kinesthetics (people who respond most by touch.) Now everyone will have some of each characteristic inherent in themselves, but there is always a dominate trait that will prevail! Get to know which one trait dominates you most and how to read your clients, that way you will be able to speak with them in ways that us easier for them to understand and no longer lose a sale because of frustrating miscommunications.
Visual people tend to talk with their hands, point often, and when speaking may have a strained tonality as their pitch goes up and their voice gets excited. Visual people take shallow breaths and use words like see, show, clear, mind's eye, transparent, plain as day, brilliant.
The best way to handle a visual person is to show or demonstrate everything. Let the clients see everything, inside the box or out (open up cabinets, doors, SHOW them everything.) Visual people will study a spec sheet if its in color and love visual tricks. Build a quick rapport because visual people tend to have a short attention span; they are fast moving thinkers and love action stories with vision phrases.
While talking to a visual person you may notice their eyes go up and to the left or right, or even sometimes they are defocused as if they are staring off into space, DO NOT INTERUPRT them! They are thinking. Interrupting them may cause them stop the thought process and never continue again, you may have cost yourself a sale!
A buying signal that will show they are very interested in your product would be if they said "May I see that again." Here you have their interest, run with it!
Auditory people are verbal communicators. These people are usually eager to listen to another's story, could spend hours on the phone, and will often enjoy animals and the sounds of nature. Auditory people will take mid-chest breaths, often place their hand on their face (the vibrations enhance their hearing,) and are typically sentimentalists. They make loyal friends and respond well to smooth non-manipulative presentations. Auditory people tend to shake their heads as they listen while looking down and to the left.
Auditories will tend to use words like: hear, listen, tone, state, word for word, sounds good to me, loud and clear; and will move their eyes to the side or down and to the left when listening or thinking.
Their body activities are usually verbal communicators and prefer you to communicate with them verbally. Contact should be made on the phone rather than e-mail with these clients. You should list, summarize, or tell the benefits with these clients. Do not use too much eye contact with auditory people and use their name frequently. A person's name is a hot button with every type of person, However, Auditory people especially like to hear it, and have it pronounced correctly, they will usually correct you if you say it wrong.
A deal must "sound" good to them for them to purchase, a buying signal would be if they said "Say that again."
Kinesthetic people respond most to the things they can feel. Kinesthetic people tend to be athletes or in fields that requires precision use of their hands. Fierce when it comes to defending reputations and honor, they breathe deep and often touch the center of their chest when deeply moved. They are a hands on, gut feeling, type of person and can become moody quickly. They will use words like "feel, touch, get a handle, grasp, touch base with, make contact, come to grips with, angry, moved by, safe, and cozy.
When dealing with a kinesthetic person it is best to let them test drive the product. Let them feel how hot or cold, large or small the product is. Let them feel the quality and help them feel good about buying it. You will know they are interested when you hear them say things like "Can I try that?" Kinethetics will tend to move their eyes down and to the right while they are thinking.
Well guys, that's some of the basics in neuro-linguistics, but remember most purchases are based on emotions how the client Feels about what he/she is buying. Very little is what we actually say, but more how we say it and our body language. Be honest, be caring, but most of all make your clients feel good about themselves and the transaction!
I hope this was helpful in better understanding your client, good luck selling!
As I continue to try and build my networking/referral database I would like to extend this invitation to add a back-link to your website on my web page. Feel free to add your link to my page at: http://myownmyrtlebeach.com/exchange_links.shtml, and please do the same for me on your website. You will find all of my information at the link. As you may know the more links that you have leading to your site the better your page ranking!
I look forward to meeting with everyone and as always if you have investors are clients looking for 2nd homes by the beach I will always be glad to pay a referral!
I have a great opportunity for you or your clients! I have a client willing to sell their 2 bedroom 2.5 bath townhouse that is half a block to the ocean for $150,000. This is well below market value. The unit is approximately 1,000 sqft has a balcony and private yard area. This unit has EXTREMELY low poa's, $220 a month covers exterior maintanence, landscaping, insurance and flood insurance! Unit is in great shape! My seller does not want his unit listed on the MLS so I need your help! If you are not licensed in SC I will pay you a 50% referral for your client that closes the deal.
Hey everyone! Feel free to join our Myrtle Beach (and surrounding areas) Community. Post your pictures, comments, or events. Whether it be past family vactions, picturesque photos you have taken of the area, or a tagsale you have planned. Let us know!
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
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