The Top Mistakes When it Comes to Millennial Marketing

Nailing it when it comes to marketing to millennials is important for loan officers who want to expand their businesses, but that’s easier said than done. While there’s no shortage of strategies out there to help professionals improve their efforts, it’s important to check in and ensure you’re not making any mistakes that could be holding you back. Some mistakes may seem small, but over time they can stall your progress. So, what are the most common mistakes loan officers should be careful to avoid?

Imitation

It’s understandable that many professionals jump to imitation when trying to reach the millennial demographic. They want to relate to them, they want to show that they understand their needs and concerns. Unfortunately, imitation can backfire. When professionals overuse trends and slang in their marketing, it can be a red flag to millennials that this person isn’t being authentic. You can show millennials that you understand them without rounding up all the stereotypes in your marketing efforts. Work from a foundation of authenticity you can build on. Stay true to your own voice and values, and tailor your approach from there.

Inconsistency

Some professionals work in bursts when it comes to millennial marketing.  Ideally, you want your content to be consistent. Consistent marketing is a way to keep your online presence active and up to date. When your last post was from two months ago, it looks like your page or site isn’t very active. When there’s evidence of things being published on a regular basis though, it’s clear there’s someone behind the online brand. Creating a content calendar is a great strategy. It can keep you on track, even when you’re feeling less inspired. Plan out some content ahead of time when you do have ideas you’d like to write about, and design a posting schedule to keep that content flowing.

Inaccessible

Many millennials are used to instant gratification. Growing up with the internet at the tips of their fingers, it’s understandable that they’ve grown accustomed to speedy responses and immediate information. This is why it’s so important for loan officers to respond quickly to any outreach they receive from millennials. If your marketing sparks a question or a comment, be sure to reply as soon as possible. Especially if your efforts lead to an email or call, a quick response shows that you’re accessible and ready to provide support.

Unclear

Finally, your marketing should be crystal clear. This might seem obvious, but there’s so much marketing out there that just doesn’t hang together. Whether it’s sharing a post with too much industry language and not enough breakdown or having different color schemes representing your brand in different online locations, a lack of clarity weakens your efforts. Ensure your writing is clear, concise and written with your audience in mind. It’s important to ensure that no matter what you post, that the content works to support your overall brand. What are the messages you want to convey? These should underline your efforts.

Have mistakes with millennial marketing slowed you down? There’s no shame in making mistakes. Figuring out what works for you is a learning process that often requires trial and error. These are few of the most common mistakes, but there are certainly others that loan officers can run into. If you’d like to talk about the challenges of reaching a millennial audience, let’s talk. Zoom or call – what works best for you?

Also, if you are or know someone interest in finding more about the Layden Team or CrossCountry Mortgage, we have info webinars to help. Let me know and we’ll plug you in!