Marketing Services Across Generations

  • RT Marketing
  • 16 Mar 2020

One mistake I see remodelers and builders make with marketing efforts is fixating on a single generation of homeowners. On one hand, it’s understandable to focus on the baby boomer generation, who are mostly retired. Because their children, if they had any, are generally long gone out on their own, most boomers have unused space in their homes and have either the savings or the home equity to accommodate extensive remodeling work. Accessibility may also be a motivating factor when considering that most boomers wish to stay independent and in their homes as long as possible.

Show Me the Money

However, for remodelers and builders who choose to ignore the burgeoning remodeling and home purchasing growth among millennials, money is being left on the table. With 92% of millennials planning remodeling projects in the upcoming year, it seems like a no-brainer. Millennials range in age from 25-39 years old, and many of them are buying homes. Since the bulk of homes currently on the market are older, these homeowners often require extensive remodeling. Most millennial homeowners take on one project at a time, and they are incredibly savvy, knowing what they want and shopping for the best value for their money. This generation definitely reads online reviews when seeking a remodeling company. Many millennials also rely heavily on social media for brand awareness. Social media can be more successful for marketing to several generations when you spread your coverage over multiple platforms, although millennials are the generation that spends the most time on Facebook and Instagram.

Ads for All

In fact, your marketing is more effective in general when you disperse your message across multiple channels with an eye on reaching as many qualified prospects in need of your services as your company wants to take on. It is best not to overgeneralize and use an overly segmented marketing plan aimed at various ages or groups; attempt to paint with a broader brush and reach many generations with one message; for example, millennials are more likely to respond to ads highlighting inclusivity and diversity, and Generation Z is the most diverse generation yet, so this type of marketing is appealing to them as well. Having inclusive marketing along diverse platforms strengthens your message. Consider posting content across all channels, and use various content formats, like social media, blogs, print, e-news, e-books, and videos.