Your Buyers’ Children

Build your own bridge to the 21st Century

September 1, 1998

Big corporations like Coca-Cola and Kellogg make it their marketing mission to target young people and create lifelong brand loyalties. You can, too.

Here are three ways you can build relationships with prospects’ children--your future clients--and help them respect and understand the real estate profession.

1. If you’re working with a family, take an afternoon to show the teenagers of the household around their new town and point out places that will appeal to their interests: places to shop, music venues, CD stores, and technology cafés.

“These subtleties aren’t lost on this group, says Cynthia Cohen, president of Strategic Mindshare, a Miami company that has done extensive research on the Millennium Generation.

“Whatever you do to take these kids into the decision process or include them in your promotional activity will really hit home. You’ll be rewarded for it later on,” Cohen says.

2. Don’t forget the teenagers in the house when you’re choosing closing gifts.

Send them a computer game, concert tickets, or gift certificates to local shopping malls, video rental stores, or music stores.

3.Have a top-of-the-line Web site.

Lots of relocating parents ask their children to surf the Net for general information about a new region, potential neighborhoods, and houses.

Elyse Umlauf-Garneau is a Chicago-based freelance writer and former senior editor with REALTOR® Magazine.

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