Gen Y-ers, those born between the mid 1970s and mid 1990s, have been bombarded with advertising for so long that they have become desensitized to the majority of ads that they cross paths with.

The traditional marketing that homebuilders have used in the past may be lost on these people since they view the world and navigate through it differently than the past generations.

Gen Y-ers have grown up with access to search engines and harnessed the ability to find the information that they need quickly. They are also quick to dismiss a traditional sales pitch.

In order to reach Gen-Yers, you must “hang out” with them more than market to them.

The article, Marketing to Gen Y: The Do’s, Don’ts and Don’t Bothers from the Nation’s Building News web site offers the following tips:

• Fish Where the Fish Are – If you want to attract a buyer from Gen Y, you must go to where they hang out.
• Be Easy To Find – A very high percentage of prospective home buyers start their search online, so it is important your site be listed high organically on searches related to your market.
• Online Social Media – Word of Mouth on Steroids – Participate on social networks and aim to become a trusted local resource and thought leader. In doing so, you’ll gain credibility, followers and business.
• Harness Viral Marketing – Many of the social networking web sites used by Gen-Yers allow for the possibility to spread a photograph or blog posting to hundreds of thousands of other sites at no additional cost or involvement from the builder.
• Think Pull, Not Push – Gen-Yers will tune out just about any marketing effort that they perceive as unsolicited or spam.
• New Outdoor Adverting – If your highway billboards are no longer generating sales traffic, shift those advertising dollars to signage at outdoor venues and events where Gen-Yers in your market hang out.
• Leverage Your Model Homes – Instead of holding an open house, host monthly events such as a block party or backyard barbeque. Promote these events on social networking web sites.
• Contests and Raffles – Gen Y buyers enjoy participating in contests and raffles. Partner with complementary companies to add an element of fun and interest to your model home events.

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