7113 Three Chopt Road, Suite 204 | Richmond, VA


In my previous post, I discussed what real estate developers should be doing to market their communities to the Millennial generation. I would like to now discuss how and what they should be doing to capture Generation X. This generation is by far one of the most complex. Given the turbulent times that they grew up in, it should not be a surprise that they tend to be wearier of authority and more autonomous. The fact is that many in Generation X have felt the full brunt of numerous devastating recessions – especially the Great Recession.

Over the course of our lives, we have numerous opportunities to choose where we live. Those choices change over time as we age, our family situation shifts, and our needs alter but we pride ourselves on our ability to choose a neighborhood or community that best meets our needs at a given time.

The challenge for real estate developers who build multi-family units and single-family homes are these choices. How do you make your community stand out from the competition and marketable to certain segments of the population? Is it location? What about school districts? How about vicinity to family and friends? For millennial buyers and renters, the answer is much more complex than you might think.

According to Alexa Internet, Inc., YouTube is the third most popular website in the world. That should not come as a surprise since most of the individuals living today have been consuming information through television for decades. The next logical source to find video is through the internet. As a matter of fact, a new Neilsen study finds that adults between 50 – 64 years old are now watching at least 19 minutes of digital videos a day.

As the number of communications channels continues to expand, individuals and organizations have almost limitless tools at their disposal to reach their target audiences. These new channels certainly have provided valuable opportunities. However, one tool — media relations — is still among the most important ways to increase awareness and credential a person or company. Media relations has been a stalwart strategy of PR and marketing professionals and remains so today, even despite the changing newsroom landscape. The Pew Research Center’s “State of the News Media 2014” report finds that although staffing levels are beginning to stabilize, newsroom headcounts have dropped double digits in the past decade. Shrinking newsrooms have certainly been tough to watch and the realignment has put more pressure on reporters. This new dynamic also reinforces the importance of strategic media relations. When you’re positioned as a resource, reporters will call and you can showcase your expertise.

8505316460_78d0abaf5b_zWe have all heard the phrase, “short and to the point” – yet it seems that so many marketing strategies fall prey to long winded content.  This is understandable of course, because, as content creators, they are likely passionate and very knowledgeable about their specific industry.  This can mean content creators are willing and able to write pages and pages and pages of unique content on their field.  However, for website content, writing in that level of detail isn’t usually the best way to go.