Millennials are a tricky demographic to reach. Ranging in age from 18 to 33, millennials, or Gen Y, don’t respond well to traditional media and are very concerned with their digital image. However, what makes a millennial foreign is also what makes them reachable. Adopting some modern approaches might be the key to successfully engaging with this younger demographic.

Transparency

Rarely will you find a millennial with the question: ‘I want this and I don’t know where to start.’ Millennials are well informed on general issues and accustomed to being able to research any topic immediately on their smartphone, so you can be confident most will have researched their options before they talk to you. Accordingly, this demographic will respond well if you don’t patronise them. Instead, position yourself as a trusted advisor who can guide them smoothly through the purchasing process.

Authenticity

According to Elite Daily research, 43 per cent of millennials rank authenticity over content when it comes to consuming news. They don’t suffer disingenuous operators and it shows through their absolute disdain of advertising – only one per cent would trust a brand more after viewing a compelling ad.

In short, millennials want open and honest communication from all sources. Aim to be as transparent as possible with any information you offer – tell them of any hitches before they find out themselves, or you might lose them as a customer.

Ease of contact

The Elite Daily research shows not many millennials (less than three per cent) rank TV news, magazines and books as influencing their purchases, while more than half (58 per cent) expect to read online content, such as expert blogs, before buying. They also stay connected through social media platforms and trust Facebook the most for purchasing decisions, followed by Instagram and Pinterest. Very few millennials are influenced by LinkedIn and Twitter when deciding where to commit their money.

Most (87 per cent) millennials use between two and three tech devices on a daily basis, while 30 per cent are gearing up to buy some form of wearable device.

With digital channels influencing such a large majority of millennials, it’s important your authentic communication flows through to online platforms. It may be worth investing time and money in building Facebook pages and writing expert blogs that cater directly to the younger demographic – this could help younger clients with their research and keep you top of mind when they do decide to go to a broker.

Responsiveness

In addition to being easy to contact, it’s important that you are capable of responding to queries quickly and concisely. PwC national digital change head John Riccio says the digital age has ushered in ‘always on’ customers who expect to be able to communicate with brands through any channel at every phase of the buying cycle.

For example, millennials might decide they need more information from you at 2am after a heavy YouTube binge. You needn’t respond in the same minute, but a quick informal email the following morning letting them know you’ve received their message and will be in touch shortly could stop them from following up with the competition.

Optimise for mobile

According to Cisco research, the world will have 5.2 billion mobile users consuming 292 exabytes of data by 2019. Therefore, optimising your website for mobile visitors could be the most important point here, as countless millennials will access information on their mobile devices.

Research from mobile optimisation company Mnet also shows that 70 per cent of Australia’s top 1000 websites still aren’t mobile optimised. Making sure yours is mobile friendly could mean your user experience is better than the competitors’.

Millennials engage in vastly different buying behaviours to Gen X and baby boomers. They’re invested in digital channels and expect more authentic buying experiences. Equipping your business with the means to access and engage them could help in your quest to convert this younger demographic into valuable long-term clients.

If you need more information about becoming a mortgage broker and you need a mortgage broker mentor, look at our exciting website https://www.melbournemortgagebrokermentor.com.au/career/