How to Target First Time Home Buyers: The Ultimate Guide to Attracting and Selling to the Newest Generation

What is the definition of first time home buyer?

A first time home buyer is an individual who has never purchased a house before. This includes people who have never owned a home, or who have sold a previous home and are now looking to buy another one. Millennials have made up a majority of first time homebuyers in recent years, making it vital for investors to understand the needs and preferences of this generation in order to be successful. First time homebuyers are often overwhelmed by the process and may require guidance to help them navigate the complexities of the home buying process. This is why investors must position themselves as experts and educate their clients on the real estate market. Social media marketing and hosting seminars are great ways to reach and connect with first time homebuyers, as well as generate leads.

What are the factors that influence first time home buyers to purchase a home?

1. Income Level

The income level of first time home buyers can have a significant impact on their decisions to purchase a home. Those who earn higher incomes may be able to afford more expensive homes, while those who earn lower incomes may have to settle for less. Higher-income families may also have access to more financing options and be able to qualify for loans with better interest rates. Those with lower incomes may be limited to less expensive homes, or may not be able to qualify for loans at all.

In addition, higher income buyers may also be able to take advantage of tax deductions associated with home ownership. These deductions can help offset the cost of the loan and make it easier for buyers to cover their monthly mortgage payments. Lower-income buyers may not be able to take advantage of these deductions, making it harder for them to become homeowners.

Finally, those with higher incomes may be able to make larger down payments on their home, which could reduce the cost of their loan and make it easier to pay off their mortgage. Lower-income buyers may not have this option, as they are often limited to smaller down payments.

2. Assets

When first time home buyers are considering purchasing a home, they typically consider the following assets: location, size and layout, price, amenities, schools, taxes, and insurance. Visuals such as pictures or videos can also be important in conveying a sense of the property, helping buyers to visualize what it would be like to live there. Additionally, they may look into neighborhood crime rates, local job market, and access to public transportation. Ultimately, real estate investing strategies such as those suggested by Paul Esajian and JD Esajian can help guide buyers in making an informed and wise decision when purchasing a home.

3. Home Preferences

First-time home buyers have preferences that differ from previous generations. Millennials, in particular, are looking for convenience, affordability, and modern style in a home. They tend to prefer pre-World War II, mid-century, and Mediterranean properties over suburban or urban areas. Millennials are also more likely to take on smaller homes to be more cost-effective and opt for two full master suites and one standard bedroom instead of one master and three standards. Additionally, they are well researched and prepared, with most finding realtors and available homes through social media. Most prefer texting when communicating with realtors, and almost all start their property hunt online from their mobile device. Gen X-ers, on the other hand, prioritize practicality and family values, often opting for less attractive homes in great neighborhoods.

4. Housing Market Conditions

The housing market conditions that influence first-time home buyers to purchase a home can be compared and contrasted in several different ways. On one hand, the availability of lower cost homes is limited and often overshadowed by cash buyers such as high-net-worth investors and hedge funds. Additionally, rising interest rates make it more difficult for first-time home buyers to purchase a home.

On the other hand, the current trend of millennials and Gen Z entering the housing market is a promising one. Many millennials are financially ready to purchase a home due to the pandemic and their focus on saving money and paying off debt. Also, there are changes to the federal credit requirements that are making it easier for first-time homebuyers to finance a home.

Realtors who understand the dynamics of this market can fine-tune their marketing strategies to actively engage with these young buyers. Being able to provide solutions to the obstacles that first-time home buyers face can be the key to finding success in helping them purchase a home.

5. Bank Loans and Programs

Bank loans and programs available for first time home buyers can be divided into two categories: down payment assistance programs and mortgage pre-approval options.

Down payment assistance programs are available in more than 2,000 locations nationwide and can be found with a simple online search. These programs provide financial assistance to buyers so they can afford to make a down payment on a home. Some of these programs are offered at the state or local level.

Mortgage pre-approval options are also available to first time home buyers. A pre-approval process involves meeting with a loan officer who will assess the buyer’s financial background, such as their debt-to-income ratio and assets, to determine whether they qualify for a loan and what size monthly payment they can realistically afford. This helps buyers to target homes in their price range and avoid taking on a mortgage payment that is beyond their financial reach.

6. Life Events

What are some life events that influence first time home buyers to purchase a home?

• Marriage,
• the birth of a child,
• retirement,
• change in employment,
• transfer of job to another city,
• an inheritance,
• a promotion or pay raise,
• or simply the desire to own a home

Other factors that may encourage first time home buyers to purchase a home include announcements, events, industry topics, lagniappes, and related articles that provide all the necessary information to help buyers achieve their goals. Additionally, young families may be more likely to purchase a home if property styling is tailored towards their domestic habits and offers them a comfortable, welcoming environment.

Ultimately, Realtors can use statistics to better understand the needs and preferences of first time home buyers and craft their marketing strategies accordingly.

7. Home Buying Education

Home buying education is a critical component of the home buying process for first-time home buyers. It is important to equip first-time buyers with the knowledge and resources necessary to make an informed decision. Home buying education can help buyers understand the process and make sure all of the necessary steps are taken to ensure a successful home purchase.

Home buying education can take many forms, such as online resources, printed materials, videos, text messages, and voice mail messages. These resources can explain the home buying process in detail, providing information on topics such as the difference between a mortgage and a loan; the advantages and disadvantages of different types of financing; the tax implications of buying a home; and how to determine the best mortgage rate.

Home buying education can also provide advice on how to get pre-approved for a loan, what to look for in a real estate agent, and how to research and compare properties. Additionally, it can help buyers understand the fine print of their loan documents and be aware of their legal rights and responsibilities throughout the home buying process.

Ultimately, home buying education is essential for first-time home buyers to make sure they are making an informed decision when buying a home and to ensure a successful home purchase. It is important to have access to reliable and up-to-date sources of information and to take advantage of the resources available.

8. Mortgage Interest Rates

Mortgage interest rates have a significant effect on first time home buyers. When rates are low, the cost of borrowing is more affordable, meaning more people are able to purchase property. This has been the case recently, leading to an increase in first-time homebuyers—Better Mortgage has seen a 132% YoY increase in this category. Therefore, when rates are low, more people are able to take on mortgages and pursue the American dream of owning their own home.

On the other hand, when interest rates rise, borrowing costs also increase, making it harder for people to buy a home. This could mean that fewer people are able to qualify for mortgages, or are unable to make large down payments needed to buy a home. This has been partially offset by industry trends like the Fannie Mae rental payment history change and the new median credit score calculation change, which make it easier for first-time homebuyers to finance. Additionally, potential tax credits may be approved as part of the upcoming infrastructure bill.

Still, rising interest rates have the potential to slow down the wave of first-time homebuyers. As rates rise, lenders need to focus more on attracting these homebuyers in order to keep the loan mix balanced. Offering a variety of tools, such as an affordability calculator, pre-approval by a lender, and guides to getting a mortgage, are all great strategies for helping first-time homebuyers feel comfortable and confident entering the real estate market.

9. Comfort with Real Estate Investments

First-time homebuyers are driving the real estate market, and the increasing trend of co-living has made it easier for single professionals to get great deals on two-bedroom condos. With many real estate agents offering team arrangements, the comfort of having multiple agents available to show properties can influence first-time homebuyers to purchase a home. Furthermore, with Better Mortgage seeing an 87.5% year-over-year increase in single people seeking sole ownership when applying for mortgages, and a 132% year-over-year increase in first-time homebuyers, the comfort of knowing there are other first time homebuyers in the market can also be a driving factor in the decision to purchase.

10. Social and Search Media Platforms

Social and search media platforms have a significant influence on first time home buyers when it comes to purchasing a home. The way these platforms are used to identify, research, and connect with agents and other potential buyers is unparalleled.

Platforms such as Facebook, Instagram, LinkedIn, and Twitter make it easy for agents to showcase their listings and services, connect with potential buyers, and answer customer questions. Social media also allows agents to target specific audiences based on demographics and income profiles.

Meanwhile, search media platforms like Google and Bing make it easier for buyers to find local agents and listings. As millennials are increasingly tech-savvy and attached to their phones, they are more likely to perform online searches on their mobile devices when looking for a home. As a result, it’s important for agents to ensure their websites and marketing materials look just as stunning on mobile devices as they do on computer screens.

By utilizing both social media and search media platforms, agents can reach potential buyers and increase their chances of engaging with and ultimately selling to them. By leveraging the power of these platforms, agents can significantly increase their sales and also help first time home buyers find the perfect home.

How to target and attract first time home buyers?

Step 1: Create a buying profile of a first time home buyer

When it comes to targeting and attracting first time home buyers, the most important step you can take is to develop a buying profile of your ideal customer. This buyer profile should provide detailed insights into who the buyer is and what their interest, needs, wants and budget for a home purchase may be. Additionally, understanding life events that could influence a person’s decision to enter the housing market can help you create comprehensive buyer personas that enable you to fine-tune your marketing messages more strategically. By taking these steps up front in the process, you’ll be that much closer to finding just the right prospects before they even know they’re in the market for a new house!

A great example of a buyer persona can be someone who is looking for their first home, but cannot afford a high-priced property. They are about late 20s to mid-30s, just starting their career, and likely graduates from college. These buyers want to find something that fits within a limited budget, but still offers the comforts of modernity and the potential for growth once they have saved enough over time. This group of people could be strongly motivated by life events such as getting married or welcoming a baby into their family, which may affect their timeline when it comes to finding the right house.

An effective strategy for targeting this group would be focusing on pricing, the benefits of particular neighborhoods or emphasizing services like mortgage options that help them fit their specific needs.

Step 2: Craft a unique marketing message

Crafting a unique marketing message to target and attract first time home buyers starts with understanding who your ideal buyer is and what their needs are. You’ll need to identify your target market and create a brand that speaks to them. Once you have these three elements in place, you can start developing your advertising strategy.

The first step is to establish an effective online presence. Your website, social media pages, and online ads are key. You have two opportunities to grab your audience’s attention: Your image and your text. Spend time crafting your message and make sure it’s clear and irresistible.

Setting correct expectations with your ad text is essential. Let people know what will happen when they engage with your ad, and make sure you keep your promise. Be clear about your call to action and avoid being overly sales-y. Speak to your target market directly, and address their pain points.

Your image should be visually appealing and draw the eye to your message. Use colors that stand out and accent the image. Try using happy people or animals, as they are two of the most shared images on social media. Have fun with your creative and create something that is visually interesting and funny.

Here’s an example:

“Ready to take the plunge into homeownership? Starting your career, getting married, or welcoming a baby? Whatever your life events, finding the right home is a must. Don’t let your budget stand in the way—there are plenty of options that fit within your price range and provide all the comforts of modern living. Let us help you navigate this journey towards homeownership and get you into a house that fits perfectly into your lifestyle and budget.”

Step 3: Identify and reach out to first time homebuyers

Step-by-Step Instructions for Identifying and Reaching Out to First Time Homebuyers:

Establish a web presence: Create a website with a clear and concise message about your services. Include visuals and videos that show off your properties. Make sure to use proper SEO techniques to ensure that your website will come up in search results for keywords like “first-time homebuyer”.

Develop a social media presence: Make sure to create social media accounts for your real estate business and use them to answer questions and provide helpful advice on topics like mortgages, loan rates, and homeownership in general. Use social media to advertise properties you have available and to let potential buyers know you are available to help.

Host first-time buyer seminars: This is a great way to educate potential buyers on the process of buying a home, and to show off your expertise. Invite friends, family, and coworkers to the seminar, and be sure to pass out your business cards and advertise your services.

Host open houses: If you have a conveniently located office, use it to host open houses. This is a great way to show off what you have to offer and attract potential buyers. Be sure to have treats and drinks available to make the event more inviting.

Target rental buildings: Look for large rental complexes near you and contact them to advertise your services. You can mail flyers to tenants or hand them out in person.

Write a blog: Write blog posts about topics related to first-time home buying. Write about the process, provide tips, and share success stories of other buyers who have used your services. This will provide helpful information to potential buyers and set you apart from other realtors.

Step 4: Set up an appointment approach

Setting up an appointment approach to target and attract first-time home buyers can be done in a few simple steps.

First, it is important to understand the ideal buyer and ensure that you have a good understanding of the target market. Understanding their needs and preferences is key in order to create effective ads that will reach the desired audience.

Next, it is important to develop an effective online presence. This includes having a website, social media pages, and online ads. Make sure that branding and content are consistent across all platforms.

Third, create marketing automation that is tailored to first-time home buyers. This could include automated emails, text or voice messages, or even personalized videos. Utilizing these strategies will help to attract potential buyers and earn their business.

Finally, it is important to establish an email approach that is designed to connect with potential home buyers. This could include a simple introductory email, outlining their needs and preferences. Make sure to include a call-to-action, so that potential buyers can take the next step.

By following these steps, loan originators and real estate agents can easily target and attract first-time home buyers.

Step 5: Create an irresistible incentive package

Offer first-time home buyers an irresistible incentive package by providing:

• Low down payment options
• Low closing costs
• Tailored financing arrangements for each buyer’s unique needs
• Special offers such as a free home inspection or a discounted interest rate.

Step 6: Make yourself known through digital media

Digital media can be a valuable tool in making yourself known to first time home buyers. Social media platforms like Facebook, Instagram, and LinkedIn give you the opportunity to reach potential buyers and showcase your expertise in the real estate industry. Through posts and engaging content, you can demonstrate your knowledge and put your best foot forward. Additionally, property photos should be of high quality and reflect the true features of a listing. This helps potential buyers visualize the property and better understand what it has to offer. Furthermore, sharing industry and market news, new property listings, and home renovation tips can help demonstrate your knowledge and stay up to date on the latest trends. By mastering digital media and taking advantage of the wide reach that social media provides, you can effectively reach first time home buyers and increase your visibility.

Step 7: Use social media strategies

Social media strategies can play a huge role in helping to target and attract first-time home buyers. With platforms like Facebook, Instagram, and LinkedIn, businesses are able to reach their ideal buyer, establish an effective online presence, and share high-quality photos and videos of their homes. Furthermore, they are able to interact with their target audience by answering questions, giving expert advice, and engaging them with polls and questions. Ads on these platforms can also be used to reach more potential buyers. Finally, creating content such as blog posts, informative articles, and live social media interactions can help to build credibility with first-time home buyers, leading them to make decisions about buying a house with the company.

Step 8: Utilize location-based marketing initiatives

Location-based marketing initiatives can be a powerful tool to help Realtors target and attract first-time homebuyers. By focusing the ad on a specific geographic area, Realtors can target those who are most likely to engage with the property and convert into customers. Additionally, Realtors can use things like onsite signage, 3D virtual tours, and even emojis to stand out from the crowd and engage more prospects. These tactics can be used in conjunction with brand-specific learnings from campaigns and marketing ticketing systems to provide more personalized outreach and assistance to potential home buyers. Ultimately, these initiatives can help Realtors create new customers for life and be an ongoing source for new home buyers.

Step 9: Combine tech with traditional marketing strategies

Step 1: Establish an Effective Online Presence

The first step in targeting first time home buyers is to establish an effective online presence. This means having a website, social media pages, and online ads that will maximize your reach. You should ensure your website looks great on all devices, including mobile phones and tablets.

Step 2: Conduct Search Engine Optimization

Search engine optimization (SEO) is essential in targeting first time home buyers online. It involves optimizing your website and content so that it appears higher in search engine results. This helps to ensure your website is visible to those conducting online searches.

Step 3: Develop an Engaging Content Strategy

An engaging content strategy is also key to targeting first time home buyers. This includes creating content that is targeted specifically to your target audience, such as blog posts, videos, ebooks, and more. Be sure to include information about the local market and tips for first time buyers in your content.

Step 4: Utilize Social Media Platforms

Social media platforms are a great way to reach first time home buyers. Use these platforms to share content, respond to questions, and stay in touch with potential buyers. You can also use social media to share images and videos of properties, allowing buyers to get an up-close look at what you have to offer.

Step 5: Track and Nurture Leads

Finally, you should use lead tracking and nurturing to ensure that you are converting leads into sales. Use reporting tools to track the success of your campaigns and adjust your strategy accordingly. You should also maintain contact with leads to nurture them through the sales process.

FAQ

What strategies can real estate agents use to target first time home buyers?

Real estate agents can use various strategies to target first time home buyers and serve their needs in the best way possible. These strategies include targeting their advertising, providing the right information, offering advice, taking a slower pace, staying organized, warning buyers of potential pitfalls, and not overwhelming them.

For example, agents should advertise to younger couples or singles who are currently renting, such as on rental websites, in local rental classifieds, or passing out flyers in apartment complexes. They should also be prepared to provide first time homebuyers with the knowledge and feedback they need to feel comfortable making a decision. Additionally, agents should warn buyers about potential pitfalls of the market and particular properties, and not overwhelm them with too many properties to view. Lastly, agents should encourage buyers to trust their instincts and offer additional advice to help them make an informed decision.

What type of content should real estate agents create to attract first time home buyers?

Real estate agents should create content specifically tailored to the needs of first time home buyers in order to succeed in attracting this demographic. Content can include providing information on the home buying process, highlighting potential pitfalls of the market or particular properties, offering advice regarding the best way to approach the home buying process, and providing tips and tricks on how to make the search easier. For example, agents can create comprehensive folders to answer common questions first time buyers may have, write articles about the home buying process, or create lead magnets such as ebooks or checklists to help guide buyers. Additionally, agents should consider advertising on rental websites, in local rental classifieds, or passing out flyers in apartment complexes to attract potential first time home buyers. Furthermore, they should ensure that they have a presence on websites such as Homes.com, which is a great resource for first time home buyers.

How can real estate agents use social media to engage with millennial home buyers?

How can real estate agents use social media to engage with millennial home buyers? [Step-by-step instructions]

Establish social media accounts on Facebook, Instagram, and LinkedIn.

Regularly post content and update your social media accounts.

Craft an agent bio that provides a good sense of who you are, what you stand for, and why you’re passionate about helping your clients find a new home.

Send emails that are less formal and more conversational.

Introduce yourself with a video so you can establish a stronger personal connection with viewers.

Differentiate yourself from other agents by focusing on differentiating factors such as the quality of your services and your experience.

Reach out to potential clients through targeted posts, ads, and promotions that highlight the unique qualities you can offer.

Engage with potential clients by responding to comments, answering questions, and providing helpful tips.

How can real estate agents gain expertise to better serve first time home buyers?

Real estate agents can become experts in serving first-time home buyers by following a few simple steps.

First, they should understand the market. Researching the current state of the real estate market and familiarizing themselves with the different types of homes available in their area will make them better equipped to serve their clients.

Second, research the demographic of first-time home buyers. By understanding the typical age and interests of this group, agents can better target their advertising, to ensure they reach the right people.

Third, be prepared to answer any questions first-time home buyers may have. Agents should be knowledgeable about the home buying process and have all the information a buyer may need, from making an offer to financing, to closing.

Fourth, be prepared to warn buyers of potential pitfalls in the market and any peculiarities of a particular property they might not think to ask about. This is a great way to build credibility and trust with their clients.

Fifth, don’t rush the buyer. Encourage them to trust their instincts, but be thorough and view the top choices a second time to clear up any doubts or answer any questions the buyer might have.

Finally, don’t overwhelm the buyer. Make sure to view no more than 6 or 7 properties in a day and bring a digital camera for photographing the house.

By following these steps, real estate agents will gain the expertise necessary to provide the best possible service to first-time home buyers.

What type of home buying guidance should real estate agents provide first time home buyers?

Real estate agents should provide first-time home buyers with comprehensive guidance throughout the entire home buying process. This should include helping buyers understand their budget and the homes they can afford, providing an expert opinion on the positives and negatives of each property, and providing a step-by-step guide from exploring first-time homebuyer programs to closing day. Additionally, agents should consider utilizing helpful content such as a guide for buying a first home or a checklist of important considerations when searching for properties to ensure that the buyer is fully informed and prepared. To provide additional assurance, agents should consider being registered Realtors® as they are members of the National Association of Realtors® and adhere to a code of ethics.

What type of data should real estate agents use to target first time home buyers?

Real estate agents should use a variety of data points to target first time home buyers. This includes demographic information such as age, income, zip code, and marital status, as well as psychographic data such as lifestyle and interests. By leveraging this data, agents can create tailored campaigns to reach the right audience and create a more effective marketing strategy.

For example, agents should consider targeting younger couples and singles with rental listing websites, local rental classifieds, and flyers in apartment complexes. Additionally, they should be prepared to answer common questions first time buyers may have, provide them with plenty of information, and offer warnings of potential pitfalls of the market and particular properties. By using these strategies, real estate agents can ensure their campaigns are successful and have the best chance of gaining repeat customers and referrals.

How can real estate agents use mobile technology to engage with millennial home buyers?

Real estate agents can use mobile technology to engage with millennial home buyers in a few easy steps.

Step 1: Invest in a mobile-friendly website. A website that is optimized for mobile will make it easier for millennials to browse your services, listings and blog posts, and quickly get in touch with you.

Step 2: Use modern technology to interact with millennials. Texting, chatbots, and other messaging platforms can make it easier to communicate with clients.

Step 3: Take advantage of social media. Social media can be a great way to engage with younger buyers, so make sure your posts are interesting and relevant to the millennial demographic.

Step 4: Use video. Videos can be a great way to connect with millennials, so create short videos to introduce yourself and your services and post them to YouTube or other video-sharing platforms.

Step 5: Make your listings easily accessible. Provide a mobile version of your listings, so that potential buyers can easily access them on their phones.

Step 6: Respond quickly. Millennials are used to getting things done quickly, so responding to inquiries and requests in a timely manner is essential.

By following these steps, real estate agents can easily engage with millennial home buyers and stand out from the competition.

What type of listings should real estate agents show first time home buyers?

Real estate agents should show first time home buyers listings that meet their specific needs, preferences, and budget. The listings should be tailored to the age and budget of the first time home buyers, typically 30 years old and under. The listings should include properties in the $ 300k range and feature the amenities and features they are looking for, such as energy-efficient appliances, modern fixtures, and open layouts. Additionally, the listings should be accompanied by thorough information, slow-paced guidance, and feedback to help the buyers make their decision. Furthermore, agents should also provide potential pitfalls of the market and particular properties, as well as offer advice to trust their instinct and go with their gut when making a decision. By providing all the necessary information, real estate agents can ensure that first-time home buyers have all the tools to make an informed decision and build a trusting relationship with their agent.

What type of amenities should real estate agents focus on when targeting first time home buyers?

When targeting first time home buyers, real estate agents should focus on a variety of amenities to better serve them. First, real estate agents should make sure to target their advertising to the right demographic, typically younger couples and singles who are currently renting. Additionally, real estate agents should provide the necessary information and support for a first time home buyer by creating folders with detailed information, offering advice about potential pitfalls and reminding buyers to go with their gut. To help buyers make the best decision, real estate agents should view the top choices a second time and limit buyers to no more than six or seven properties to view in a day. Finally, real estate agents should encourage buyers to take photographs of the house to review later and get input from family and friends. It is important for real estate agents to remember that 56% of buyers visiting Homes.com are first time home buyers and strive to provide a great experience for them. By focusing on these amenities, real estate agents can ensure a great experience for first time home buyers and make a lasting impression.

What type of incentives should real estate agents offer to first time home buyers?

Real estate agents can effectively market to first-time home buyers by offering incentives tailored to their needs. For instance, agents should offer to help find the right mortgage broker, moving company, and provide guidance on calculating monthly mortgage payments and repairing bad credit. Agents should also offer a home warranty to reduce the buyer’s anxiety, as well as a buyer’s agent to help them find and negotiate a great deal. In addition, real estate agents should make sure to explain the nuances of home buying to the buyer and provide free services to the first-time home buyer, as the seller pays the sales commission. Furthermore, agents should target their advertising to the typical age of a first time home buyer, which is 30, and provide information about the process that even the buyer may not know they need. By offering these incentives, real estate agents can ensure a steady stream of first-time home buyer clients.