selling to younger homeowners · 2019-03-26 · • dallas • washington dc • denver • boston...
TRANSCRIPT
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SELLING TO YOUNGER HOMEOWNERS
DAN HAMILTONVP, SALES & MARKETING
DISCUSSION POINTS
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• The right marketing channels
• Strategies for “eco-friendly” homeowners
• The remodeling jobs they’re doing
• Selling differently to younger demos
A ”NO-BOOMER” TALK
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Baby Boomers are still approximately 50% of the home improvement market
We are going to talk about the other half
SO WHO ARE WE TALKING ABOUT?
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Gen-X
Gen-YMillennials
Gen-X: 1965 – 1979Gen-Y: 1980 – 1994Millennials: 1995 - 2010
THE HOMEOWNER SWEET SPOT
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Gen-X: 1965 – 1979Gen-Y: 1980 – 1994Gen-X Gen-Y
WHO DOESN’T LIKE TO SEE THIS?
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WHERE DO THEY LIVE?
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• Houston• Miami• Dallas• Washington, DC• Austin• Atlanta• Charlotte• Nashville
Gen-X Gen-Y
Realtor.com 2018
WHERE DO THEY LIVE?
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• San Francisco• Seattle• Nashville• Houston• Dallas• Washington DC• Denver• Boston
Millennials
Realtor.com 2018
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GENERATIONAL COMMONALITIES
• Changing technology
• Education
• Debt
• The environment
• Collaborative styles
• Brands
AND THIS …
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GENERATIONAL DIFFERENCES
• VCR, DVD, Streaming
• Some college, college, post grad
• Life stage, life style, life long
• Recycle, organic, eco-friendly
• Roundtable, café, lounge
• Brand switches, loyalty, evangelism
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SO WHERE DO WE NET OUT?
• Get online
• Prepare – they’re researched
• The will finance
• Push your eco-initiatives
• Don’t sell - collaborate
• Fight for your brands
DISCUSSION POINTS
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• The right marketing channels
• Strategies for “eco-friendly” homeowners
• The remodeling jobs they’re doing
• Selling differently to younger demos
DISCLAIMER
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What the “trends,” “data,” or what I say may not be right for your company
MARKETING TO GEN-X / GEN-Y
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• They love coupons – 68% use them
Vertis 2018
MARKETING TO GEN-X / GEN-Y
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• They love coupons – 68% use them
• Email still works – 62% prefer to IM or text
Wordstream 2018
MARKETING TO GEN-X / GEN-Y
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• They love coupons – 68% use them
• Email still works – 62% prefer to IM or text
• Do good – and publicize it
Vertis 2018
MARKETING TO GEN-X / GEN-Y
19Wordstream 2018
• They love coupons – 68% use them
• Email still works – 62% prefer to IM or text
• Do good – and publicize it
• Lifestyle nurture
MARKETING TO GEN-X / GEN-Y
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• They love coupons – 68% use them
• Email still works – 62% prefer to IM or text
• Do good – and publicize it
• Lifestyle nurture
• Direct mail – 86% still get the mail daily
Vertis 2018
MARKETING TO GEN-X / GEN-Y
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• They love coupons – 68% use them
• Email still works – 62% prefer to IM or text
• Do good – and publicize it
• Lifestyle nurture
• Direct mail – 86% still get the mail daily
• Online strategies
Vertis 2018
A (PARTIAL) DIGITAL STRATEGY CHECKLIST
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• Responsive website
• Email campaigns
• Paid search
• Organic search
• Social media
• Reputation management
RESPONSIVE WEBSITE
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A (PARTIAL) DIGITAL STRATEGY CHECKLIST
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• Responsive website
• Email campaigns
• Paid search
• Organic search
• Social media
• Reputation management
A HARSH REALITY
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TO WIN … FOCUS ON MOBILE
26eMarketer 2018
THE POWER OF GOOGLE
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• 81% of all desktop searches
• 90% of all mobile searches
• We look at our phones 80 times daily
WHICH LEADS TO 11,000 INJURIES/YEAR
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HOW TO BE AWESOME AT PAID SEARCH
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• Track conversions (which ads work)
• Understand relevance and intent
• Define your audience
• Have a strong call-to-action (and be consistent)
• Use landing pages
• Optimize for mobile
A (PARTIAL) DIGITAL STRATEGY CHECKLIST
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• Responsive website
• Email campaigns
• Paid search
• Organic search
• Social media
• Reputation management
BRIEFLY ON MILLENNIALS
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• “The ME ME ME Generation”
• “Millennials are lazy, entitled narcissists who still live with their parents”
• “Why they’ll save us all”
They’ll also SPEND
THEY’LL ALSO SPEND
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BRIEFLY ON MILLENNIALS
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• Focus on innovation – why are you hip?
Vertis 2018
BRIEFLY ON MILLENNIALS
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• Focus on innovation – why are you hip?
• Use reviews – 68% will not make a major decision without consulting someone they trust
Wordstream 2018
BRIEFLY ON MILLENNIALS
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• Focus on innovation – why are you hip?
• Use reviews – 68% will not make a major decision without consulting someone they trust
• Develop a loyalty program – over 75% of millennials use their phones to interact with loyalty programs
Wordstream 2018
DISCUSSION POINTS
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• The right marketing channels
• Strategies for “eco-friendly” homeowners
• The remodeling jobs they’re doing
• Selling differently to younger demos
HOW WOULD I EVEN KNOW?
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• Solar
• Well
• Garden
• Recycling
• Facebook posts
• Bumper stickers
• What did canvassing see?
TOPICS THAT RESONATE
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• Energy efficiency
• Water efficiency/conservation
• Healthy home/indoor air quality
• Recycling
• Renewable materials
• Home automation
Harvard JS 2016
TELL A STORY
39CertainTeed.com
DISCUSSION POINTS
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• The right marketing channels
• Strategies for “eco-friendly” homeowners
• The remodeling jobs they’re doing
• Selling differently to younger demos
MOST POPULAR SEARCHES: GEN-X/Y
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• Bathroom remodels
• Replacement windows
• Central heating/air
• Outdoor living
• Sunrooms
• Roofing
• Gutters
DISCUSSION POINTS
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• The right marketing channels
• Strategies for “eco-friendly” homeowners
• The remodeling jobs they’re doing
• Selling differently to younger demos
FIRST – A MATRIX OF “SAME-NESS”
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25 A
HQ J
QUICK POLL:
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Who likes to take meetings without …
• Time parameters
• Agenda
• Meeting roadmap
PRIOR TO ARRIVING, SET UP YOUR …
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(P) People
(A) Agenda
(L) Logistics
(S) [Next] Steps
SELLING DIFFERENTLY
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Collaborate
• Is this still a good time?
• Where’s a good place to talk inside?
• What do you think the issue is?
SELLING DIFFERENTLY
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SELLING DIFFERENTLY
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Walk around … collaboratively
• See this here?
• What’s most important to you?
• Tell me more about your problem
• How long has this been happening?
• What have you done to try and fix it?
SELLING DIFFERENTLY
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While walking …
• Talk price – not yours, their expectation
• Tip: “Off the record”
SELLING DIFFERENTLY
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Understand their decision process
SELLING DIFFERENTLY
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A ”sales pro” tip from Jimmy Buffett
Everybody’s got a cousin in Miami
Or a brother-in-law who built a shed once
SELLING DIFFERENTLY
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Crush your presentation
• Sight: photos, video, pointer, designer
• Sound: video, your pitch
• Touch: samples, brochures
Present ONLY to their issues – remember collaborate
SELLING DIFFERENTLY
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The Close
If you’ve done things right: PALS, issues, their pricing expectation, stakeholders, AWESOME presentation …
The only close you need is “what should we do now?”
SELLING DIFFERENTLY
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Don’t forget Post-Sell
• Buyer’s remorse
• Cross-sell/Up-sell
• Referrals
KEY TAKEAWAYS
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• Use technology to reach, engage and present
• Assume they will finance
• Win paid search
• Prepare for an eco-focused visit
• Collaborate
• Set a clear agenda
• Follow a sales process
