Elkhart REALTOR Evelyn Johnston talks about selling to different generations, part 3, Generation X. Age plays a critical role in customer buying decisions.  In fact, the generation into which we are born has as much impact on buying and purchasing decisions as income and education.  Our shared experiences determine what motivates us toward or away from a sale, according to the report I received from Scott York of Metropolitan Title Company here in Elkhart.  He may be reached at 574-293-9111. Part 1 was about Seniors/Mature generation, you can read about that here.

Let's see what we have on Generation X:

• AKA "Baby Busters"
• Unpredictable and disloyal to brands and skeptical of big business
• First one that was largely a product of divorce (latchkey kids)
• Very high expectations about receiving easy and personalized service when they want it, not just when you are open
• Self reliant and resourceful when looking for a home
• Done a lot of research online-know what they want
• Not much landholding
• Highly diverse group-large number of Hispanic and Immigrants

Messaging:

• Down play the emotional side of the buying process, not likely to get swept away
• Take a factual approach-they are skeptical-be well prepared
• Prefer communicating through online
• Summarize what they will need before closing
• Don't sugar coat bad news, use corporate jargon or busswords
• Get to the point quickly-give concise information

Thanks you Scott for this information on how to deal well with Generation X!  If you have questions about Title Insurance, call Scott at Metropolitan Title, 574-293-9111.  If you have Real Estate questions, call Elkhart Real Estate Expert Evelyn Johnston with Prudential One Realty at 574-304-7148.