Monday, 19 November 2018
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This Old House - Do-it-Yourself

Generational Marketing - Know your Audience

Written by Posted On Thursday, 08 November 2018 05:00

It is important to your success in real estate sales, to know and understand the concepts of "Generational Marketing."

Horoscope Aspect

(Don't get caught up in the "Horoscope Aspect" of placing people into cohorts based on their year of birth).

The last century encompassed about five generations. You may find slightly varying time frames and names of these cohorts in different reference material. Also, it seems that the time between generations is growing shorter.

The Members of Each of These Generations Have

Different Life Experiences
Different Expectations
Different Needs

MILLENNIALS (1982-2000)

I think this cohort was once referred to as Gen Y - My granddaughter's generation.

We also hear of The Net Generation, the cohort of young people born between 1982 and 1991 who have grown up in an environment in which they are constantly exposed to computer-based technology. It has been suggested that their methods of learning are different from those of previous generations. The Net Gen number some two billion worldwide and are bathed in bits!

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Saul Klein

In 1948, doctors told my father that his life aboard submarines on war patrol in the South Pacific and the depth charging he experienced had rendered him sterile. Although controversial and not widely applied, he was treated with an Ayurvedic therapy called “shivambu.” If you are unfamiliar with this term, I recommend you Google it because against all odds, I came to exist.

That was a loony segue into my life but is a fitting precursor to a career that would be just as incredible.

Like my father, I joined the Navy. However, due to a medical inconvenience, I was honorably discharged after 6 years of commissioned service, all on Sea Duty. This was an opportune misfortune that led me down the path to a successful career in real estate. Both my father and grandfather flirted in real estate brokering and flipping part-time, and I followed suit but making a lifelong career out of it.

With over 40 years in real estate, it is impossible to talk about my experiences in this small window. But I can proudly say that I am well-recognized as an industry pioneer, especially in real estate syndication and education, and one of the few luminaries that paved the way for real estate’s transition to the online world.

Some highlights of my life’s work:
● Co-created ePRO, technology certification course that certified 70,000 students
● Created the first online communities for real estate professionals to network, learn, and sell
● Created "Opt Out" Listing Syndication, aggregating over 1.4 Million Listings in 18 months
● Built the #2 National Listing Syndication Service, Point2 Technologies, sold to Yardi in 2010
● Founder of the California Association of Buyer’s Agents
● Member of the first REALTOR.com Team, pre-IPO, responsible for obtaining first 500,000 listings
● Helped Zillow and Trulia build up their MLS data inventory

Today I continue to lead efforts that bring new technologies to the real estate industry. Feel free to reach out and learn more.

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