I have with me someone who's going to help solve this problem: How do millennials really want to be treated? What is their ideal process? I think there's some myths in the marketplace and I happen to have a true expert with me today, Kristin Messerli. She founded the organization called Cultural Outreach. So first of all, let me start by saying, Kristen, thank you for being on the Think Bigger Real Estate Show.
Thank you so much for having me, Justin. Great to be here.
Great to have you. So I actually met Kristin a couple of weeks ago. She spoke here in Portland at the Oregon Mortgage Broker's Association and I was super impressed. I thought, this is knowledge that more people need to know about. The room was packed, but I'm excited to get this content, and her mission really, out to more people. So let's talk about this a little bit, Kristen. I think that you have spoken on the biggest stages, including Gary V's, big event. I know you're touring around the country sharing this knowledge. Let's dig into a little bit about maybe some of the myths that are utilized to characterize how millennials want to be treated. Is it true that they actually don't want to talk to anybody? They don't want to meet with anybody? They just want to text and use Facebook messenger?
Definitely not. I think that this is something I'm so passionate about because I think people assume that because Millennials are using social media, are texting, want convenient and have access to things, that we don't want the human touch. And we really want to have someone that is going to guide us through this process. I mean, buying a home for the first time, making the biggest financial decision of our lives, we want someone that is going to to help guide us through that process. And I think that texting and convenient communication, Facebook Messenger, all those kinds of things are important to get the communication going and for quick communication, but technology should always be about enhancing the relationship and increasing that kind of connection with your buyer, particularly someone who's a first time buyer and for Millennials, we're seeing that trend even more so with Gen Z where they want that individual relationship with a person or brand. They want to feel like they can trust that person. I think that we miss that a lot of times when we think about our generation.
I love it. So, two big potential risks here is number one, Millennials are underserved, right? That they aren't getting the level of service that they want because of these stereotypes. And number two, that real estate agents are missing a huge opportunity because they're assuming that they want to be treated a certain way and we're giving them something else. So I really appreciate you clarifying that. There are some forms of quick and convenient communication, but it shouldn't stop with that. Is what I'm hearing you say?
Yeah, exactly. I do think it is shocking how much Millennials, well-off Millennials--successful Millennials--don't know anything about buying a home where, or who to talk to about it. And I think there's just this huge gap between them feeling like they know someone who is an expert in that, who is a real estate agent for instance, that they feel comfortable enough to reach out to and not be immediately sold to, not feel like they are stupid for not knowing these things, you know? So I think that element of being underserved, it really is a big deal when we talk about our generation. I think that it doesn't stop with a quick text or with more social media in any respect. It's using that as a way to build your network and provide convenient access to you and then going from there to a person-to-person or video kind of communication that really improves that trust and relationship.
I love it. Let's talk about this now: I know you've been a buyer, in addition to being the founder of Cultural Outreach, I know you're also the editor of Mortgage Women Magazine. So again, you're involved in a lot of places really influencing. Let's talk about even your personal scenario. I know you've been a buyer and a seller before and you described to me how some people tried to earn your business and it didn't work very well. Talk to us about that.
Yeah, so it was interesting because when I bought my home, this is about six years ago or so, maybe seven years now, I remember going through that process and how my real estate agent and I had a sit down at the beginning and I honestly didn't even really vibe with him that much. I thought this guy is like a typical salesman, whatever. But when we started going through the process a little bit, I realized, man, he really knows his stuff. He is educating me on all these things that I feel like I could reach out to him about anything about buying a home. I mean, if he didn't know, he was going to know someone who knew. And so that was super valuable to me. And then also when we were going through looking at homes, he would point out stuff by saying: I know your goals are X and Y, so I don't know if this home is a good fit for you.
So he had my goals in mind and I felt like he had my back. So from that point on, I was totally sold on him. But when I was selling my home I posted something about it and I had already started the business. I wanted to know how real estate agents would reach out to me and, and that kind of thing. And I put my home up on Zillow and I got a million phone calls and I was so annoyed by all of that. And a couple people texted me and said, "Hey, are you available, or can you jump on a call to talk about this?" And then I would respond to the text messages. And one in particular stood out where she sent me a first-time home buyer guide, or rather, it was a seller's guide. And, she texted that over and then said, "Hey, here's a resource for you. Let's chat when you have a second." And I thought, okay, this is the right way where t's convenient for me to schedule something. I don't drop everything to pick up a call and get sold to. And then I'm more prepared, you know. So I think that that was a good example of using technology to get to the relationship.
I'm going to dissect this a little bit. So I think this is super fascinating and it's a perfect case study, right? So you went to buy a home and you found that person. Were they referred to you? How did you find that first Realtor who was your buyer's agent?
Yeah, so my Realtor, the first time was referred to me and I think I approached that a little bit differently than most people my age are in my age range. At the time my dad worked for a mortgage company in the area and so I was taking a referral based on one of his contacts. I do think most people get referrals from someone they know but usually it seems like people are getting multiple referrals and then looking those people up and deciding who they want to contact. The other one was just me posting on Zillow and seeing what happened.
I'm curious the first, agent was not a Millennial, I'm assuming?
No, he was in his forties or something. One thing that he could have improved on was being more authentic. He had his sales pitch ready to go and was in a suit and that's fine wear a suit if you're comfortable in it. But it felt very much like I was getting sold to, As soon as I realized he had my back and was educating me then I didn't care anything about that. And we're still close today.
This is a question you haven't been asked before, rather than going back to that agent, you went about finding a Realtor differently the second time. Why was that?
He moved out of my market. I would have absolutely sent him my business and not even questioned it. I sent him a lot of business after closing as well because he stayed in touch with me. That was a really cool thing that I know a lot of people do this, but he would like text me, call me every couple mo...
