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What is multi-generational marketing? Everything. Communicating effectively between generations is essential for doing business in the modern world. Navigating between these generations using each group's most effective strategies without overloading your marketing schedule and budget can be difficult and sensitive. How do you begin to understand the intricacies of these groups? How do you develop a strategy and begin to execute it successfully? We can help. Contact 3Fold Communications today to schedule your Multi-Generational Marketing training session!
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John Ansbach© Golden Empire Association of REALTORS®
Generational DynamicsUnderstanding Multi-Generational Needs and Style
Gordon Fowler, President/CEO3Fold Communications
John Ansbach© Golden Empire Association of REALTORS®
How do we succeed in today’s market
with the additional challenge of generational complexities –
the different demands, values and preferences of today’s
multi-generational buyers?
Introduction
John Ansbach© Golden Empire Association of REALTORS®
What’s In It For Me?
W.I.I.F.M.
John Ansbach© Golden Empire Association of REALTORS®
No More Golden Rule:
Try W.I.I.F.M.• Give your customers their “gets”• Arm yourself with knowledge• Apply that knowledge;
generationally focus your marketing, advertising and branding efforts…
John Ansbach© Golden Empire Association of REALTORS®
UNDERSTANDThe 4 Generations and impacts on your success
John Ansbach© Golden Empire Association of REALTORS®
The 4 Generations
If you are... Then you are a...
62 years old + Civic
43 years – 61 years old Baby Boomer
31 years – 42 years old Gen X’er
13 years – 30 years old Echo Boomer (Gen Y)
John Ansbach© Golden Empire Association of REALTORS®
FACTS
Industry is dominated by
Boomers
Consumer base dominated by
X’ers, Y’ers
John Ansbach© Golden Empire Association of REALTORS®
YOUR SUCCESS...
Understanding the
4 Generations and their
W.I.I.F.M.s.
John Ansbach© Golden Empire Association of REALTORS®
Civics
John Ansbach© Golden Empire Association of REALTORS®
• AKA Matures, Seniors, GIs, Greatest Generation, Builders
• Ages 62 and over • 59 million
CIVICS
John Ansbach© Golden Empire Association of REALTORS®
VALUES & PREFERENCES:• Dedication and Sacrifice• Hard work• Conformity• Stability and Security• Respect for Authority• Delayed Gratification
CIVICS
John Ansbach© Golden Empire Association of REALTORS®
CIVICS
So what kind of sales experience will
connect the best with Civics?
John Ansbach© Golden Empire Association of REALTORS®
CIVICS
Hard work Loyalty
Respect for the rules
Dedication / sacrifice
So what we know about civics is...
John Ansbach© Golden Empire Association of REALTORS®
• Civics respect the rules and authority but they’ve been abiding by rules for a long, long time
• A no hassle “I’ll take care of it” experience will drive Civic loyalty
No Hassle!
So they want...
John Ansbach© Golden Empire Association of REALTORS®
• Be the purveyor of the ultimate payoff!• Think about “delayed gratification”
– Marketing messages should include things like “this is your time”, “you’ve waited long enough”, “reward yourself”
• Tell them – you’ve earned it!• YOU can provide the “fruits of their life’s
labor”!
The dream postponed
John Ansbach© Golden Empire Association of REALTORS®
• Civics attach a “premium” to these “lost traits”- consider them fundamentals that have been lost in today’s fast-paced, techno driven world
• Take the time to build a face-to-face relationship
• They are referral builders
Give Respect, Loyalty, Honesty
John Ansbach© Golden Empire Association of REALTORS®
• Communicate authentically and understand HOW they want to be communicated with
• Deliver on your promises - The service you provide must be parallel to the marketing promise
• Use story-telling as a way to reinforce – this is an appreciated way to garner buy-in
Give Respect, Loyalty, Honesty
John Ansbach© Golden Empire Association of REALTORS®
Baby Boomers
John Ansbach© Golden Empire Association of REALTORS®
Baby Boomers
• Ages 43-61• a/k/a Boomers, “Me”
Generation• 78 million
John Ansbach© Golden Empire Association of REALTORS®
Baby Boomers
• Work• Self• Involvement• Personal Gratification• Community
John Ansbach© Golden Empire Association of REALTORS®
Boomers are about...
Personal Gratification Optimism
Satisfying the “Self” first
Community involvement
The “team” win Rewards
John Ansbach© Golden Empire Association of REALTORS®
So, they want…
OPTIMISM!!• Speak of things in positive terms –
especially when dealing with AGE (50 is the new 30!):
– “There’s no challenge too great”– “We will move any obstacle to get this done”– “We are committed to winning together”– “It’s just the beginning”– “Time to take care of YOU”
John Ansbach© Golden Empire Association of REALTORS®
To feel like part of the team…
• You are a team…in buying or selling• “Your team” will work toward their success
• Your company is based on teamwork• Our firm has a team of professionals that work toward ….
So, they want
John Ansbach© Golden Empire Association of REALTORS®
This to be about THEM• Provide individualized service to them• Don’t discuss all of the other things you need to do• Keep the focus on them• Make them feel like servicing them is the
center of your universe• When you are with them, limit any external
interruptions
So, they want…
John Ansbach© Golden Empire Association of REALTORS®
So, they want…To know that you are part of
their community• This is the original “involved” generation!!
*Protesters, environmentalists, etc.• This group has always been involved
and will always be involved• Make it clear that you are a part of
their community
• Your services will be an integral part of their journey towards “what’s next”.
John Ansbach© Golden Empire Association of REALTORS®
QUICK BOOMER FACT:
Today’s 50-60 crowd isflush with
<$1,000,000,000,000In spending power per year
They should be a part of your Marketing strategy!
John Ansbach© Golden Empire Association of REALTORS®
Gen X
John Ansbach© Golden Empire Association of REALTORS®
Generation X
Born 1965 - 1976a/k/a X’ers, Baby BustersPopulation = 48 million
Original “latchkey” kids
John Ansbach© Golden Empire Association of REALTORS®
GEN X’ers
VALUES & PREFERENCES:• Fierce Independence• Change• Techno-literacy• Skepticism• Work IS “just a job”• Need Autonomy
John Ansbach© Golden Empire Association of REALTORS®
Their heroes?
No heroes or icons other than – themselves!
Much of Gen X has spent a lot of time alone, figuring things out
themselves.
Why idolize anyone?
John Ansbach© Golden Empire Association of REALTORS®
Gen X’ers are about:
Seeking a sense of family
Desire fun / freedom
Technoliterate
Seeking balance
Fiercely Independent
Skeptical
John Ansbach© Golden Empire Association of REALTORS®
So... Gen X’ers Want:
Respect their skepticism• Create lasting loyalty in sales through
extreme candor
• Tell them everything they need to know – really
• Be honest and upfront
John Ansbach© Golden Empire Association of REALTORS®
So...Gen X’ers Want:
Embrace the Family & Balance• People first with this generation• Xers are starting and growing families –
most are products of divorces. THEIR families are important to them– Recognize and address the role “the
home” plays in the family process – it is the cornerstone of the X’er family value
• You are helping them build a family - embrace that vital role!
John Ansbach© Golden Empire Association of REALTORS®
So...Gen X’ers Want:
Give them Fun & Freedom• Provide a fun, light experience• Offer freedom of choice –
communicate options at every opportunity
• Provide planning contingency – what are the options if this doesn’t work
John Ansbach© Golden Empire Association of REALTORS®
So...Gen X’ers Want:Empower with Technology
• X’ers want to know – do you speak ‘tech’?– Utilize technology to drive the transaction,
communicate faster and empower the consumer to make some independent decisions
• Your tools, how you communicate, your office…all say something about your tech- friendliness• Provide a useful, info-rich website • Communicate and respond immediately!
John Ansbach© Golden Empire Association of REALTORS®
Hands off!!• Embrace the “latch-key within” and give them
space
• Understand and acknowledge fierce X’er independence
• The DIY mentality – Home Depot & IKEA generation
• Be there when needed AND get-gone when
you are not (on-demand)!
So...Gen X’ers Want:
John Ansbach© Golden Empire Association of REALTORS®
Gen Y
John Ansbach© Golden Empire Association of REALTORS®
Generation Y
• Ages 13-30• a/k/a Gen Y, Echo Boomers• 73 million
John Ansbach© Golden Empire Association of REALTORS®
John Ansbach© Golden Empire Association of REALTORS®
Generation Y• Confident (very strong egos)• Optimistic• Techno-fused• Untraditional – don’t believe “ the
clothes make the person”• Moral and Civic minded• Collaborative and Democratic• The Diversity generation• Still Skeptical• More DIY than X
John Ansbach© Golden Empire Association of REALTORS®
Optimisticand Fun Moral
Confident Community Minded
Techno-fused Collaborative
Y’ers are About...
John Ansbach© Golden Empire Association of REALTORS®
To be special and unique• Important for them to be special,
different, not like anyone else– It’s uncool to be “cookie cutter”
• Show your personality and expect them to act like individuals– No comparing them to “other customers”
• Loosen up a little – suits and ties not necessary with this crowd…could actually be a turn off!!
• Don’t judge a book by it’s cover!
So...Gen Y’ers Want:
John Ansbach© Golden Empire Association of REALTORS®
To be guided, not told what to do• Guide and lead but don’t tell (democratic nature
will be offended)• Affirm their confidence and teach them what
they don’t know– They ARE inexperienced and WON’T ask for
help – but they do expect it on THEIR TERMS– They think they know everything, they like
FYI, or “just in case” gentle messages vs. in your face coaching
– Resist the parenting impulse Boomers and Civics!!
So...Gen Y’ers Want:
John Ansbach© Golden Empire Association of REALTORS®
Techno – Savvy Agents!• Gen Y will start and finish everything in life on-
line– No desire for tangible, brick –and-mortar
• Without internet marketing, you won’t capture the GenY consumer– Not just a website
• The social life is DRIVEN BY the internet– Social marketing – Craigslist, YouTube,
Linked in, MySpace, Blogging, Twitter– Text messaging
• Life is done with the phone –– Pictures, email, web-access phone calls
• Response is expected IMMEDIATELY
So...Gen Y’ers Want:
John Ansbach© Golden Empire Association of REALTORS®
More….• Be a part of the community you serve
and “stand for something”• Help them get what they want and they
will be your social advocates….referrals will come from this group– Despite the techno-savvyness and
lack of tradition, this group is rooted by the perpetuation of the community, the family and the betterment of things. It’s the fusion of Boomers and X’ers.
So...Gen Y’ers Want:
John Ansbach© Golden Empire Association of REALTORS®
Thank You! Questions?
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