The next generation of real estate buyers are from Gen Z, and they will represent a big change from generations before them. They are a generation born and bred in an environment driven by omnipresent technology and information - and if you want to compete for their real estate business, you need to be equipped with the real estate technology tools to meet them where they are. To maximize lead capture for Gen Z buyers and sellers, it is essential for you to have:

-Full-service modern internet portal

-Hyper-local IDX capabilities

-Marketing automation for constant contact and availability

-Relevant content

-Maximum digital exposure

Who is Gen Z and Why Should You Focus Marketing Efforts on Them?

Many agents focus most of their marketing strategies on millenials, and even older demographics, but the largest up and coming market pool for purchasing real estate is actually Gen Z. These are people born between 1997-2012, making the oldest about to turn 26 (at the time of this writing) and enter their prime first-homebuying stage of life. A recent survey by Homes.com shows that most millennials expect to purchase their first home between the ages of 25-29.

According to the survey, homeownership is a big priority to Gen Z’ers, with 85% responding that they unequivocally plan on purchasing a home, and with 82% citing their prime motivation as desiring to be able to secure a home for themselves. Remember, this generation has come of age during times of turmoil like the post-9/11 world, the Great Recession, and the pandemic. This generation is expected to largely seek homeownership as quickly as they can in response to their life experiences. Now is the time to ensure that you have the right tools to be able to market yourself to this group who is on the cusp of becoming the lion’s share of homebuyers.

What is the Best Way to Reach Gen Z Buyers and Sellers?

Technology, availability, and expertise.

Gen Z’ers have never lived in a world without technology, the internet, and constant connectivity. These are the trademarks of how they will expect to conduct business, like real estate, as well.   To maximize your ability to convert these buyers and sellers, you need to supercharge your digital experience - this is the language Gen Z’ers speak. You need the following:

Full-service, Modern Internet Portal

Gen Z’ers have been utilizing the internet for everything big and small practically since they were toddlers. They know a good digital resource when they see one. You want a real estate portal that is a one-stop shop for everything they need. They want to be able to have one-click searches, but also the ability to create and save searches and listings themselves. They want to be able to do their own research, see recommended properties, read about relevant market details. They want specialized tools available to them to meet their unique needs. They want access to information 24/7. And, when they are ready, they want a local market expert real estate agent to handle their transaction. Remember, this generation is used to having information and service on-demand. You must be ready to meet those demands if you want to convert more Gen Z leads.

Elements of a Gen Z-approved internet portal:

-Hyper-local listing capabilities: Gen Z’ers are looking for value and relevance. Your internet portal needs to provide a hyper-local experience, where MLS data is highly categorized and broken down into niche specialty searches, like “homes for sale with a pool,” and into targeted areas like specific neighborhoods and condo buildings. This provides a relevance that more generalized portals, like the national real estate companies, cannot compete with. This type of specificity and highly targeted search results are what Gen Z buyers and sellers value and what will encourage more engagement from this demographic.

-Ai Marketing Automation for Constant Contact and Relevance: Growing up in the age of internet and smartphones has led members of Gen Z to expect constant availability of information and service. To meet these needs, today’s real estate agent needs to have the backing of real estate marketing automation and a website system that is anchored by artificial intelligence. Your digital portal should employ an algorithm that is constantly updating buyer and seller profiles and flooding their inboxes with listing recommendations that match their search behaviors. You need Ai to be able to respond immediately to inquiries and to make you appear to be available 24/7. If a buyer inquires about a property at midnight, your system should auto-generate a personalized response. Artificial intelligence capabilities is an absolute must if you want to compete. This is how you capture a generation of buyers and sellers who are used to conducting business via their smartphones anywhere, anytime.

-Relevant Content: Generation Z is accustomed to having a wealth of knowledge at their fingertips in all areas of interest. If they are interested in homeownership, the more information you can provide, the better your chance of lead conversion. They are looking for an expert in the field of real estate. Show them that you are just that by loading your internet portal up with relevant content. Every landing page should have good content. This can include neighborhood spotlights, condo building descriptions, city overviews, and market highlights. You should absolutely have an integrated blog on your web portal, and blog on relevant topics as often as you can. Not only is this important for SEO, but also for conversion. Gen Z buyers and sellers value information and will reward the agent that provides the answers to their questions with their business.

MAXIMUM DIGITAL EXPOSURE!

The single most important element that you should target if you want to capitalize on the Gen Z market is having maximum digital exposure. Gen Z’ers live on the internet. The more of the digital market share you occupy, the better your chances of lead generation from this demographic. You do this by combining paid (SEM) and organic (SEO) methods of online marketing. Search engine marketing will increase your short-term/immediate online exposure by running ads on the search engines and social media networks. Search engine optimization will boost your search engine rankings organically in the long-term. It will take time for results to show, but you will not lose them once achieved. The combination of both is what maximizes your digital exposure to capture the most Gen Z buyers and sellers to grow your business - now and in the future.

Pro tip: promote your online real estate portal on all of your social media networks - as much and as often as you can. Gen Z’ers rely on their social networks and spend time utilizing these platforms for both social and business purposes. Include a link to your real estate agent website in your bios. Post relevant content on your streams and link back to your portal. This is invaluable to your growth - especially when it comes to these younger buyers and sellers as they become the prime demographic in the real estate market.