Millennial Social Media Campaign

Presented by Milt Sharp, Jr.President, eHome Network

Agenda•Background•The “Campaign”•Getting Ready•Wrap Up•Question and Answers

BackgroundWhy, Who, What, When and How

Millennials and Homeownership

• Millennials are the largest home buying demographic in America

• 74% of millennial renters have indicated that they are likely to buy in a home in the next 3-4 years

Photo Credit: sheppardpost.com

Millennials and Homeownership

• Face a significant set of obstacles to achieving homeownership.

• Lack of down payment • Tight-credit environment• Student loan debt • Complexity in the home

buying process Photo Credit: sheppardpost.com

Millennials Social Media Campaign

What: A Social Media Campaign Targeted to Millennial Homebuyers

Target: 24-34 year old millennials group

When: June 2016, National Homeownership Month

Who: eHome America and Partners

and the “How” The “Campaign”

Campaign Objectives

• Direct-to-Consumer marketing for growth

• Raise awareness for eHome America’s brand and our network

• Promote the value of homeownership education and access to a Homeownership Advisor

The “Campaign” • eHome America will post no less than

two Millennial-customized social media posts for each day of June to use in outreach to Millennial buyers

• eHome America Partner Agencies who are active in social media can follow eHome America’s social media pages and repost content

• Hashtags #MillennialHomebuyer#eHomeAmerica#NationalHomeownershipMonth

• Discount Code that will reduce registration fee by $5.00 for customer retweets, “likes”, and shares!

Photo Credit: sheppardpost.com

What We Offer

• A Custom Experience: Customers have access to a personal Homeownership Advisor to review the details of their specific situation and offer coaching, expert advice, and answers to all of the questions they may have.

• Peace of Mind: eHome America and its partner Homeownership Advisors make sure homebuyers are ready to get a mortgage approval and all of the discounts and incentives available in their community.

• Confidence: Armed with an eHome America education and personalized attention from a Homeownership Advisor, Millennial homebuyers can embark on their homebuying process with confidence.

What We Offer

• Unbiased Advice: Our online state-of-the-art pre-purchase education demystifies the complex home buying process, shares the latest developments in the home buying process and puts the buyer in charge.

• Convenience: Our online education can be completed anytime, anywhere. • Down Payment Incentives: eHome America’s new down payment search

mechanism will allow homebuyers to instantly discover all of the down payment cash incentives they are eligible for in their communities, as well as special discounts on closing costs.

• “Coming Soon” Insurance Discounts: Graduates of eHome America’s pre-purchase education are eligible for special discounts on insurance: 5% off homeowners’ insurance and 10% off auto insurance.

Campaign Content

• Ten Home Buying Secrets for Millennials, tips that will be rolled out every few days.

• Selfies and testimonials of eHome America customers

• Announcements by partners of their endorsement of eHome and any special incentives for the month or for eHome customers in general

• Tips from partner websites

Content

• Reposts of eHome Partner Agencies content• Links to relevant articles and other websites and

infographics.• Discount coupon code good for eHome during the month of

June.• Discount Code that will reduce registration fee by $5.00 for

customer retweets, “likes”, and shares! • Special Landing Page on eHome America’s website with

details on the benefits of homeownership education and eHome America

Getting Ready Tips and Tools for a Successful Campaign

Getting Ready

• The Millennial Social Media Campaign is designed to make it very easy for partners and local agencies to deliver a consistent and systematic stream of Millennial-specific postings to their social media followers. But a few steps of preparation are recommended.

Getting Ready

• Make sure your have social media accounts (Facebook is the basic, Twitter and Instagram are recommended, others are welcome).

• Announce the campaign to real estate, lender and other relevant partners so they can follow along and repost to boost their own Millennial relevance.

• Millennials respond to social media with an engaged community –encourage all of your local users and their contacts to Like, Comment, and re-post on posts during June.

Getting Ready

• Assess your capacity to deal with an increased demand for services; develop backup plans so that email and phone contacts can be processed quickly.

• Consider organizing companion events at the local level, such as NeighborWorks Week events, Happy Hour homebuyer orientations or social events, and other events that get Millennials together socializing, sharing experiences and committing to their homeownership goals.

ClosingSummary & Wrap Up

Summary

• eHome America will post no less than two Millennial-customized social media posts for each day of June to use in outreach to Millennial buyers

• eHome America Partner Agencies who are active in social media should follow eHome America’s social media pages and repost content

eHome America Social Media Pages

• Facebook: https://www.facebook.com/eHome-America

Twitter: https://twitter.com/eHomeAmericaHBE

Instagram https://www.instagram.com/ehomeamerica

• Pinterest: https://www.pinterest.com/eHomeAmerica

Wrap Up On July 1st we will celebrate the campaign and discuss lessons learned as well as ideas for future campaigns and how to keep the momentum going!

Questions?

Thank You!