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  • 1

    SELLING TO YOUNGER HOMEOWNERS

    DAN HAMILTON VP, SALES & MARKETING

  • LEARN MORE

    2

    Dan Hamilton VP, Sales & Marketing Keyword Connects

    781.899.3675 x93

    dhamilton@keywordconnects.com

  • DISCUSSION POINTS

    3

    • The right marketing channels • Strategies for “eco-friendly” homeowners • The remodeling jobs they’re doing • Selling differently to younger demos

  • A ”NO-BOOMER” TALK

    4

    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?

    5

    Gen-X

    Gen-YMillennials

    Gen-X: 1965 – 1979 Gen-Y: 1980 – 1994 Millennials: 1995 - 2010

  • THE HOMEOWNER SWEET SPOT

    6

    Gen-X: 1965 – 1979 Gen-Y: 1980 – 1994Gen-X Gen-Y

  • WHO DOESN’T LIKE TO SEE THIS?

    7

  • WHERE DO THEY LIVE?

    8

    • Houston • Miami • Dallas • Washington, DC • Austin • Atlanta • Charlotte • Nashville

    Gen-X Gen-Y

    Realtor.com 2018

  • WHERE DO THEY LIVE?

    9

    • San Francisco • Seattle • Nashville • Houston • Dallas • Washington DC • Denver • Boston

    Millennials

    Realtor.com 2018

  • 10

    GENERATIONAL COMMONALITIES

    • Changing technology

    • Education

    • Debt

    • The environment

    • Collaborative styles

    • Brands

  • AND THIS …

    11

  • 12

    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

  • 13

    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

    14

    • The right marketing channels • Strategies for “eco-friendly” homeowners • The remodeling jobs they’re doing • Selling differently to younger demos

  • DISCLAIMER

    15

    What the “trends,” “data,” or what I say may not be right for your company

  • MARKETING TO GEN-X / GEN-Y

    16

    • They love coupons – 68% use them

    Vertis 2018

  • MARKETING TO GEN-X / GEN-Y

    17

    • They love coupons – 68% use them • Email still works – 62% prefer to IM or text

    Wordstream 2018

  • MARKETING TO GEN-X / GEN-Y

    18

    • 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

    20

    • 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

    21

    • 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

    22

    • Responsive website • Email campaigns • Paid search • Organic search • Social media • Reputation management

  • RESPONSIVE WEBSITE

    23

  • A (PARTIAL) DIGITAL STRATEGY CHECKLIST

    24

    • Responsive website • Email campaigns • Paid search • Organic search • Social media • Reputation management

  • A HARSH REALITY

    25

  • TO WIN … FOCUS ON MOBILE

    26eMarketer 2018

  • THE POWER OF GOOGLE

    27

    • 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

    28

  • HOW TO BE AWESOME AT PAID SEARCH

    29

    • 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

    30

    • Responsive website • Email campaigns • Paid search • Organic search • Social media • Reputation management

  • BRIEFLY ON MILLENNIALS

    31

    • “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

    32

  • BRIEFLY ON MILLENNIALS

    33

    • Focus on innovation – why are you hip?

    Vertis 2018

  • BRIEFLY ON MILLENNIALS

    34

    • 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

    35

    • 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

    36

    • 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?

    37

    • Solar • Well • Garden • Recycling • Facebook posts • Bumper stickers • What did canvassing see?

  • TOPICS THAT RESONATE

    38

    • 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

    40

    • 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

    41

    • Bathroom remodels • Replacement windows • Central heating/air • Outdoor living • Sunrooms • Roofing • Gutters

    Google

  • DISCUSSION POINTS

    42

    • 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”

    43

    25 A

    HQ J

  • QUICK POLL:

    44

    Who likes to take meetings without …

    • Time parameters • Agenda • Meeting roadmap

  • PRIOR TO ARRIVING, SET UP YOUR …

    45

    (P) People

    (A) Agenda

    (L) Logistics

    (S) [Next] Steps

  • SELLING DIFFERENTLY

    46

    Collaborate

    • Is this still a good time? • Where’s a good place to talk inside? • What do you think the issue is?

  • SELLING DIFFERENTLY

    47

  • SELLING DIFFERENTLY

    48

    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

    49

    While walking …

    • Talk price – not yours, their expectation • Tip: “Off the record”

  • SELLING DIFFERENTLY

    50

    Understand their decision process

  • SELLING DIFFERENTLY

    51

    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

    52

    Crush your presentation

    • Sight: photos, video, pointer, designer • Sound: video, your pitch • Touch: samples, brochures

    Present ONLY to their issues – remember collaborate

  • SELLING DIFFERENTLY

    53

    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

    54

    Don’t forget Post-Sell

    • Buyer’s remorse • Cross-sell/Up-sell • Referrals

  • KEY TAKEAWAYS

    55

    • Use technology to reach, e

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