Guiding the millennial consumer through the complex process of home ownership.
Weichert is a large family-owned real estate company seeking to grow their footprint and differentiate itself to a new generation of home buyers. They knew that to scale their brand, they needed to better connect with and build brand equity with millennial homebuyers and sellers.
Research revealed that due to financial concerns, misconceptions about home buying, and unrealistic expectations — many millennials believed home ownership was impossible. Armed with this insight, we crafted a strategy with the goal of establishing Weichert as a place for consultation, content and community to support home buyers through some of the most important decisions of their lives. With content that educated potential home buyers, exposed agent expertise, and highlighted tips to maximize sale prices of homes, we helped give millennials access to homes that fit their budget, lifestyle and needs.
The strategy rollout resulted in double digit growth in content engagement among millennials and an increase in agent satisfaction with corporate marketing support.