In my post last Friday, I expanded upon Peter Miller’s article titled “Would you bank with Google or Amazon?” where we looked at the stretch of a tech giant entering the mortgage space, which then led me to touch on what we could learn from them around customer experiences.
Less than a week later, Google publishes some information on 6 key trends of homebuyers, backed by some interesting stats. Now, I’m not trying to reinforce the concept of Google-going-mortgage. Rather, I’ve been watching the Think with Google site for a while now, hoping that they would share some insights relative to the housing industry, something everyone knows they’ve had stored in all those rows and rows of servers, along with the rest of the internet…LOL. If you’re not familiar with this site, it’s a digital candy store for analytics and trends junkies, where they’ve cleverly packaged content and their product offerings in an easy-to-consume format (kind of like that consumer experience thing I previously mentioned…).
For those who don’t wish to go through the article (although it’s a fairly quick read with some great charts and stats), here are Google’s six keys to unlocking opportunities with today’s homebuyers:
1. Every year, searches for real estate-related terms peak in July — a sign that people are out house hunting. Be there to meet this seasonal rise in demand. Remind them throughout the long process with remarketing.
2. Millennials are likely to make their long-awaited entrance into market soon. Understand what this audience cares about and appeal to them with relevant messaging.
3. More people (especially millennials) are relying on mobile devices throughout the process — from finding a home to financing it. Help them find what they’re looking for through mobile ads and extensions such as location and click-to-call.
4. Small and mobile homes are becoming an appealing option, even for high-income buyers. Think about ways you can address this new, growing market. Explore Search data to learn what else interests these consumers and use it to shape co-marketing opportunities, cross-promotions, creative executions and media buys.
5. While they’re looking for homes, people are also looking for interior design ideas, often turning to video for inspiration. Post home-tour videos to YouTube to make it easy for them to get an in-depth look at listings.
6. Vintage is all the rage in interior design. Help people get that retro, one-of-a-kind look with the products you offer and the content you create.