Marketing Homes to Millennials - by @todmaffin

So as our panelists leave the stage, I would like to introduce the morning's keynote speaker. He's one of North America's leading experts in digital and viral marketing, and having just discussed the behaviors and trends of today's millennial homebuyers, it's good timing that we have him in the audience here. Tod Maffin is the president of EngageQ Digital, a digital marketing firm specializing in creating human experiences for brands online. You might recognize his voice from CBC Radio, where he was the network's national a national technology reporter for many years and host of his own show on CBC Radio One. Tod was one of the internet's first true webmasters, creating one of the top 8 sites in the world, which I'm sure he'll tell you about, beating out such heavyweights as Sony, Microsoft, and AT&T. He speaks at more than 40 conferences a year worldwide and is co-author of Touch: 5 Factors to Growing and Leading a Human Organization, copies of which will be available when you leave here today. Please join me in welcoming Tod Maffin. Thank you.

Good morning. Boy, that went on forever. Not the panel, my introduction, just so we're clear. I got a sudden glare of really crappy looks from everyone at the table. They're like, "Yeah, shut up, young kid." Thank you for having me. Hello to everyone. Well, where are the web people? Hello, web people. Hello, people watching later. People of the future, hello. Yeah, so the 8th best website in the world award, that is true, I won that in 1998. There you go. When there were in fact only 9 websites in the world, so, you know, a reasonably easy target to hit. So, I've been asked to speak to you a little bit about millennials. Let's just start here, who in the room identifies as a millennial? Put your hand up if you identify as a millennial. We have very few numbers. They're very— yes, excellent. Okay, who would here— I'm not gonna give you the age range or the year of birth ranges because I want to see where you think you are. Who would consider themselves Gen X? Who would— that's a little bit of a stretch for some of you, but okay. Who would consider yourselves boomers? So, about half Gen X, half Boomers. Who would consider yourselves the older generation, which sometimes people call traditionalists? They call themselves the great— the greatest generation, by the way. That's literally the term. No, very few of you, or they're asleep or something, I'm not sure. Okay, good. Thank you. So, we're here to talk about Millennials, who are, of course, as you know, entrepreneurial, They are engaged, they are liberal. No, no, sorry, no, wait, that's not true, not at all. They are self-absorbed narcissists who live in the basement of their parents' place. Right? We've heard both things about these— this group of people, haven't we? I mean, this is the predominant thing, is they're all self-absorbed narcissists. What I want to do is tell you a bit about some of the experiences through my company that we have. We work with brands to market to millennials through digital campaigns. We work with some of the largest brands in Canada and North America. We work with the Grey Cup, the Vancouver Sun Run, the largest 10K run in the country. We work with a whole bunch of shopping malls, just started doing some campaign work for Mountain Equipment Co-op. Almost all of these targeted at millennials and the group beyond, a little bit of Gen X. I will out myself, I am sort of a straddler, as it is. Like every good Gen Xer, I'm kind of a bit of a slacker. I'm not really in one I'm not really in the other. But we will get onto that in a moment. I don't know what it is about Time magazine that they all— Time magazine always seems to think that they are like the purveyor of the digital zeitgeist. Time magazine wrote this: "We are now in the me decade, dwelling upon me and every delicious nuance of my conduct and personality." I'm sure many of you have heard this. Recently, Time magazine did write this in 1976, and now it's their turn, right? It's the Millennials' turn. Here is something you need to understand about generations: every generation abuses the generation that follows, right? The traditionalists thought the Boomers were the laziest generation ever. They have no work ethic, nothing. The Boomers had kids and they're like, my Gen X kids just lie around the house They're just lazy. They live in our basement. This was something that was applied to Gen Xers. Gen Xers started having kids. Their Millennial kids, you know, the Millennials are just lying around. They're just, they're in our parents' basement. It doesn't matter what generation. It's very much like technology. You know, we always saw technology comes in and everyone believes it's going to replace it. You know, everyone thinks that, you know, when TV came on, it's just gonna— this is when literally when TV started, everyone who was in the industry said this is going to eliminate radio. Video did not kill the radio star, right? It didn't happen. And then everyone said, "Well, we're gonna be watching, we're gonna be watching, now that we can have screens that have lots of little video, there will be no television in 3 years." There is still television. It's shifting. And by the way, millennials don't watch TV in the form that you and I watch, on a TV, but they watch more of it. I mean, look, every decade has been called the "me generation." People in the '80s only cared about building their wealth. People in the '90s only— they had no work ethic whatsoever. And so you get these trend pieces disguised as real studies that claim that all millennials are highly entitled and have an inflated sense of self. You know, you want to play a fun game? Play article bingo. Next time you see a newspaper article or a magazine article about millennials, see how far it is before the word entitled shows up. It will probably be in the title, but if it's not, keep on reading, you know. Millennials are not self-absorbed. They take a lot of selfies, yeah. They take a lot of selfies and they post them on Instagram, but they don't do this because they're self-absorbed. They do it because this is the way they connect. This is how they communicate. We communicate very differently, those of us in older generations. It's not about self-absorption, it's about communication, right? It is entirely possible that everything we have been told about this generation is wrong. You know, myths, the myths that I've read in the newspapers and the articles, airline magazines, millennials like bright colors. Like, who comes up with this shit, really? Like, where are they reading? Like, how does this work? You can tell me, like, how does this work in focus groups? Is it like they hold up a black card and then a red card and they see what happens? Ooh, they seem to like the red color a lot. You know, they only eat at hipster restaurants. They don't want to take care of themselves. Everyone has to take care of themselves for them. So how do millennials react to things like this? They do not write letters to the editor. They go on YouTube. First step towards being able to reach your younger demographic is to appeal to their senses. Use bright neon colors because like many insects such as moths or flies, Millennials are attracted to light. That is because their senses differ from yours and not at all because the advertising industry is flooded with lies and hopelessness. You know, here is the truth. The millennial generation, as I think pollsters instead of researchers will tell you, is a varied generation. We are talking about a 20-year chunk. Right? That's a long time. There are subgroups within every gener— there are subgroups within Boomers, there are subgroups within Millennials, there are subgroups within Gen Xers. You know, not everything applies. And I tell you this partly as a preface to the own— to my own work and research that I'm gonna be sharing with you, that I'm going to be making some massive generalizations, and I will try to temper that where I can, but it is the nature of the beast when you're asked to speak about a generation. But the truth is that some are good at technology. Some are not. Some are self-absorbed. Most are not. A few want to start startups. Most do not. And contrary to popular belief, not all of them pose in duckface. But think back to yourself as a 22-year-old, right? Put picture— put yourself in the 22-year-old's position. Put yourself in your graduating year of university. —unless you're a Gen Xer and slacked out and didn't go to university, but you know— put yourself in your last year of university, right? You thought that you would be working a lot less and be making a ton more money, right? You were probably a little self-absorbed. You were unreasonably hopeful. I love musicals, and one of my favorite musicals is Avenue Q, which you should go see if it ever comes to Toronto again. It is basically Sesame Street for adults. It's what— the plot is basically what happens if if everyone from Sesame Street grows up and actually has to live. And the very opening song is this poor kid, he's a Muppet, and the song is called "What Do You Do with a BA in English?" And there's this great song in there called "I Wish I Could Go Back to College," and it's beautiful and it's hysterical. And one of the lines is, "Life was so simple back then. You'd sit in the quad and think, 'Oh my God, I am totally going to go far.'" We all did, am I right? We all sat in the quad, we all had big dreams, and our parents looked at that and thought, "Those kids are self-absorbed, and they have unreasonably high expectations." We were all millennials at one point. Everyone in this room was a millennial at one point. We just didn't call them millennials back then, right? I was at a conference a couple of months ago, and there was a guy up there who was arguing for the case that millennials are all self-absorbed. And his audience was full of boomers, and they were all cheering him on. And he put this thing up on the screen, and it said, "Huge goals, clueless on execution." And he got big laughs. And all of us had huge goals, and we're clueless on execution when you're 21. You haven't learned. You haven't— we haven't— you know, so give them all a break. Okay, so let's get— now that I've had my rant out of the way, my overcaffeinated rant, let's tell you a bit about what I want to talk about. I want to talk a bit about comparing the generations, talk about who these people are, and then some of the things that we have learned through my agency around how to actually attract these people. There are 5 keys that we've learned. Story and voice, you'll discover, is probably the single most important one. Also the single biggest one that realtors screw up. I don't know why, but it always does, and we'll get into that. So let's compare Millennials to the rest of us. Then, shall we? So here we have the traditionalists. Also, just, you know, if everyone wants to get truthful about this, as I said, they call this— they know themselves as the greatest generation. Not self-absorbed at all. So these people like rules, they like institutions. Nothing would please one of these people more when you— when they start a job, to hand them a big thick manual of policies. They will read it. And follow all of them. They live for institutional honor. They follow rules. Then the Boomers came, the Boomers came out. Now when Boomers were coming out of college, they thought that by this time in their life, by 2014, 2015, by this time in their life, they would be retired or on their way to retirement. Well, what happened? The recession happened. So they're working longer, a lot longer than they expected. This is the first generation though that began to devalue the institution. I don't wanna say devalue, but had issues with the institution, the big employer as a whole, but they still worked within the system. And boomers are responsible for millennials' over-enthusiasm because every boomer parent— if you have a boomer parent or you are a boomer parent, you know that every boomer parent bought their kid a copy of The Wealthy Barber. Every single one of you in this room has either bought or received The Wealthy Barber and you were told to start saving. And so some of us in Gen X took that to heart. The other problem is that it was this sort of overall sense of optimism because they got into institutions but they didn't love it like the traditionalists did. You know, they felt a little bit beaten down. And so they started communicating these messages about work-life balance to their kids. And see if you remember this. See if you can fill in the blank, right? This is what the Boomers would say: "Don't follow the money, do what makes you happy." And then we blame the Millennials for following the advice, right? For trying to be happy. Here, by the way, is in fact the 4-step Boomer formula for success. Some of you may recognize it. It goes like this: First of all, start working very hard right in elementary school. Follow the rules. Take out whatever loans are needed. Something, something, something, and then you win and everything and you're— What we as Gen X and also the Millennials were never really told was the something, something, something part. Right? We got everything else. Work hard, follow rules, be a good citizen, and then there'll be some stuff in the middle and then you'll be great. So little wonder then that when Gen Xers came along, we were a little skeptical, right? We were self-reliant. This is the— this was a group— I mean, this is the— this truly, Gen X was the last generation who was trained in universities at an individual level. When I went to school, your teacher, your professor would hand you a study to do, an assignment, a report, and you went off and you did it by yourself. And you came back and you were graded by yourself. This was the last generation, and that is why they're loners. Loners, right? But Gen Xers do truly work better alone. They really do. They take ownership for that stuff. And then this is— then we talk a bit about the institution as well, the institutions of things. They were— this was a generation that started to reject the institutions, wanted to leave them. So you can see the progression here, right? You got the traditionalists that were loving it. Boomers started to get a little bit, you know, not thrilled with it. The Gen Xers started to absolutely reject rules and so on. And whereas my generation rejected institutions, Millennials have come full circle. And it's not that they love the big institutions. It's not that they want to— it's not that they want to spend all of their days working for your brokerage or your bank. They don't reject rules, they want to redefine them. They want to change your organization. Huge difference. You know, my generation accepted diversity. They demand diversity, this generation. They celebrate it. When my generation didn't trust big institutions, this generation either considers them completely irrelevant or they want to change it. And they are self-organizing. They also don't think twice about using technology. This comes as a shock for big organizations who have very tight IT controls. As mentioned, I used to work at the CBC. When I first started at the CBC, prior to coming to the CBC, I started a dot-com company in the year 2000 that went public after 18 months through an RTO in Nevada. It was very successful. My partners and I were at one point each worth about $10 million. We never got any of the real money because the dot-com bomb hit. But I came out of a very technological-driven area and I was a young, you know, relatively youngish person. And so, I went right into the CBC, which is a completely different world than an entrepreneurial world. It's a lot better these days, it really is. But back then, I mean, it was very labour union driven. I got in trouble for moving a printer once. For moving a printer. Because Jacques from the union of local printer mover zone 07 is responsible for the— I'm like, are you kidding me? No, no, no, I will call him, he will move the print. Oh, no, no, I get it. You know, the CBC has this, had, replaced it now, this email system called GroupWise. Has anyone used GroupWise still? Has anyone heard of it? Oh, you still, yes? You've heard of it? Yeah. So GroupWise was last updated in 1872. And it was a horrible system. Anyway, it's, but like all these systems, Exchange Server and so on, they had this like what would you call, like a group discussion board, right? You could go and create a board, a bulletin board, and share it. And I thought, my first, very first month at the CBC, I thought, here's some technology, I'm just going to use it for the benefit of the organization. So I created this group called the BC Buy and Sell. And the idea was, forget Craigslist, trying to find a bike from people we don't know, we have like 5,000 employees in Western Canada, or whatever the number is, why don't we just all have a group? So I created it. I didn't ask permission. I just created it, 'cause you can do that. You can't anymore. They fixed that loophole. But I created it. Well, here's the thing with GroupWise is when you create one of these groups, it sends an email to everybody who has access to it. And the email is, is like this templated thing that they wrote at Novell, and it is really generic, and it makes reference to Tod Maffin has has created a folder in your mailbox. That's all it said. So I started getting phone calls. What the hell are you doing in my email? I'm not in your email. What I thought was interesting was you could see the breakdown of how the different generations handle these things right there, right? People under 30, under 35, they just started using it. Like, they just were like, great, no problem. They just started using it. People 30 to 45 or 35 to sort of 45 had no idea how I was in their their email box. You know, like, how are you— how did you get— why did you— do you have my password? Everyone over 50, they didn't care about that I was in their mailbox because they didn't really use the email anyway. They just wanted to know if I had permission to do this first. Did I fill out some kind of form or go through the whole processes and so on. So, you know, I thought good employee, hey, I've learned my mistake, I'm just going to delete the stupid mail folder and be done with it. So Guess what GroupWise does when you delete a shared folder? It sends an email to everybody. And now this email is even worse. Now it says, "Tod Maffin is deleting your mail folders." Right? And now I can hear— and CBC in Vancouver is this sort of corridor of underground tunnels, and I could hear like, "Pfft." I could hear like dozens of people running downstairs to our studio. "Why are you del—" "I just left." I just left the building. Like, I just left. And the next day I showed up with literally like this 10-foot-long Subway sandwich that I got at Subway to make up. And I sent it to IT as an apology. And I survived another day. But you know, this generation, like me in many ways, doesn't want any excuse of you can use technology, you can't use technology. Forgive me if you are one of these organizations that bans Facebook in your organization, but stop it. Stop it. And here's why people ban Facebook, by the way. They ban Facebook because they think, well, if the millennials and everyone's just on Facebook, that's all they're gonna do every day. Maybe, maybe. But why haven't you banned phones? There is no reason why anyone can't sit there on the phone. Yeah, my boss is such a prick. How are you doing? What are you gonna go today? We should go to that place, you know. And in fact, when you actually think about the technology, Facebook versus phone, Facebook, IT use, right, clicks from a web browser on a workstation owned by the organization is far more trackable. It is far easier to tell technically who is abusing the privileges. Anyway, that's just as an aside. So now that we have kind of a different— or an understanding of how those generations are different, let me walk you through a bit about what these people are and what they need, and then we'll go into the 5 keys that we have learned at my agency on how to reach them more effectively. First of all, no surprise, they are incredibly connected to each other. None of these people have landlines. None. I have asked every single one of them. My mom has a landline, which is, you know, adorable. And I always said, "Why do you have— like, why don't you just use your cell phone?" She uses her cell phone like a car phone, right? I mean, she's like, she'll take her phone, she will— I'm so glad this is a closed webcast and not public. Like, she will take her cell phone, which she does own, and she will move it to the car when she's traveling. She won't actually turn it on, so I don't know what she thinks she's gonna do with it, but it's like a car phone to her. And she still has the landline anchored with that cord, you know, the— with that coily extension cord, the 50, 40-foot extension cord. I'm starting to lose some of the millennials. We used to have this cord that would like stretch, right? She's like, well, in case the power goes out, in case there's an earthquake. I'm like, Mom, your phone is attached to the wall. If there's an earthquake, you won't have a phone. You know, 83% of millennials sleep with their mobile device. Some of you do too, and you're not even millennials. Let's face it, right? And a lot of technology in their rooms. You know, when I was a kid, being sent to my room was a bad thing. Now it's preferred. It's like, you know, stop spending time with the family and go to your room. Hot dog! Damn, finally, right? Because that's where Netflix is, the computers, the cell phones. That's where MSN Messenger is. Not that anyone uses that anymore, you know. And there's a whole new world out there. Media— believe me, media brands are in a panic state right now trying to understand how to reach them. Because the big brands, CBC, CTV Global, mean nothing to this generation anymore. There is no brand loyalty in the media sense because it is ubiquitous. They can get it anywhere. We'll get into how that affects real estate in a moment, because it does. Social media has become their newspaper. You know, they are getting their news from Twitter and from Facebook, less so from Facebook than you might think. Even new apps like Periscope, which just came out like a week ago, is already getting an enormous amount of adoption. They do not listen to voicemails, ever. If you are a realtor and you are leaving them voicemails, stop it. They are not hearing them. Don't call them, text them. If you do not know how to text, learn today. I like what comedian Sammy Sugar says: if you try to call a millennial, they'll say, "Are you on fire? Then quit wasting my time and text me that shit." It might be the most well-educated generation in history, at least certainly a lot more time put at it, but they are finding limited career prospects as a result. And this was touched on a little bit by the Environics research as well. They're graduating with enormous student loan debts, earning less than previous generations. This is partly why a lot of employers are turning to things other than money to try to beef up the offering. You know, flex time, work at home, social, you know, policies on Facebook, social opportunities, corporate responsibility, which we'll talk about in a moment as well. All of these things factor into a package for hiring, which is far more important than just show me the money, essentially. But even though— even with all this, by 2018, right, just 3 years away, millennials will have the largest control of spending, the largest spending power of any generation. Even with all that, though, remember, they still had the wealthy barber books. They still watched their parents live through the recession. They still realize that their parents who wanted to be retired by now are still working. So affordability still trumps all. They may have the single biggest spending in 3 years as a group, but they will still be fiscally responsible. They will still look for deals. The retail sector, by the way, is terrified of millennials. Terrified of them. Because millennials use apps like Amazon's price check. Any millennial can tell you a better price for any service or product you have in about 30 seconds on their phones. And here's how this one works, and there's millions of these apps, by the way. Not millions, but there's lots. So I'm a consumer and I go to, you know, London Drugs or Loblaws or Shoppers Drug Mart or whatever, and I stand in front of one of these stir— kitchen stirring— what the hell are one of these called? Stirring— what is it called? A mixer? That's all it's called? A mixer? I don't do that. I don't cook, so I— I mean, I cook, but as long as the instructions say, like, you know, remove film before microwaving, that's my kind of recipe, right? Okay, so mixer? All right, so let's say that I have— I'm in a store and I'm a millennial and I'm standing in front of the Ster-O-Matic 2000 here, right? And I walk up to it and I hit the PriceCheck app and I scan the barcode with the camera on my smartphone and Amazon offers to sell that "same product cheaper to me if I walk out the door and buy it from the app." Elapsed time: 6.8 seconds. This is not a prototype. This isn't the vision of a futurist. I didn't mock this up in Photoshop. This is happening today. And in time, of course, we'll begin to see the databases that Foursquare introduced and that Facebook controls and that Google controls being built into these things so that you won't even have to pull up your phone and buy it on a website. It'll tell you where you can buy that same product cheaper within a 4-minute walk. Already that stuff is happening. The retail people are terrified of millennials, right? Even Forbes magazine, conservative Forbes magazine, calls it evil. Alright? This is why I think in the future we will end up with these things that I call loyalty concierges, right? Think about the way a casino works. Casinos have got those cameras up in the up in the ceiling, right? Well, what a lot of people don't realize is those cameras are not really being watched by human beings, at least not at the first level. They're being watched by pattern detection recognition software, right? So they're being watched. The computers know that when people enter and move in a certain way, that detects whether or not they're going to be fraudulent or have a higher likelihood to be fraudulent in some way. One of the things they've learned, people that intend to do harm to a casino through cheating or something like that walk about 20% faster when they first enter. So right away, it eliminates 4/5 of the people that are moving at the same speed. The software picks out those people that are moving 20% faster and begins to track those people, right? Still haven't alerted any human beings, but now those people have been identified. They've got heat mapping on your face. They know whether your face is warm, which might be nervousness or anxiety. And then they watch the patterns. Like around the roulette table, which is my particular vice, 'cause I'm an idiot. You know, think about the way you might approach a roulette table if you were just a normal person. You would probably find the first table there. You've got your handful of chips. You sit there, you order a couple drinks from the free drink lady, and then you play a few rounds and you lose, and then you go drown your sorrows in chow mein. At least that is my pattern, right? So a computer might recognize that as pattern 475, you know, of a normal pattern. Now here is what a deceptive pattern looks like to a computer. First of all, they mark you as soon as you come in because you're moving 20% faster. You do not go to the first roulette table you go to— you see. You look for one with a good mark. So you walk around and you watch for 30 seconds, you spend time looking at the dealer, the spinning person, you know. You're looking for people who are drunk and then you sit down and you've got a stack of chips and then you wait a few hands and you get a feel of the room. Now at this point the computer, the detection software, has probably clued in that there's something wrong. At this point it has probably alerted a human being. That's the first stage a human being gets involved, that late in the process. And then maybe the same person says to the person next to them, they have their glass of gin and tonic and they pretend to be drunk. They're not actually drunk, they never get a drink because they don't want it to affect their abilities. And they say, "Can I tap on your chips for good luck with my drink?" And the person next to them who's plastered is like, "Yeah, go ahead." And they go, "Tink, tink." They go, "Thanks." And they walk away with their glass and everything is happy. And what the person next to them doesn't know playing with $100 chips is that there was double-sided duct tape on the bottom of that glass. And when they went tink on the glasses, up stuck a $100 chip and they walked away. Nasty, indeed. I think we will have this kind of pattern detection software built into retail locations to defeat millennials. And what will millennials be doing? They will be walking up to products. And think about the way loss prevention works right now, right? People, human beings are doing loss prevention and they're looking for clues. They're looking for people that are shifty. They're looking for people that are looking at the cameras. They're looking for people with bags and they're kind of fiddling with it. I think pattern detection software is now going to have to be programmed to look for people walking up to shelves and doing this. Taking a picture of the barcode. And what will happen? Maybe you send out a loyalty concierge, right? We'll offer free shipping, you know, put down your phone. You know, we'll give you 10%, put away your phone. We'll assemble it for you, put away your phone. Right? And it won't even be phone soon. It'll be built into Google Glasses. There's already apps that do this. It'll be built into the Apple Watch. I mean, you won't even be able to see this thing happening. The retailers are terrified of millennials. 'Cause they— we all have access to the tools, but millennials truly adopt it. These watches are gonna be enormous, by the way. Not just Apple Watches. In fact, I have been given permission— I myself have been working on a watch, a smartwatch myself, and the Genworth people were kind enough to let me model it and display it here for the first time. I think it's gonna be huge. Now, I am still working on some of the design aesthetics. Trying to get it shrunk down in size a little bit. But this is a generation, right, that favors access over ownership. Access over ownership. This is not necessarily good news to those of you in this industry. Think about the way that they use other products and services, right? They're not buying cars, they're renting them for the hour that they need them. They're not buying DVDs, they're subscribing to Netflix. They're not buying music, they're renting it. Access over ownership is a huge trend in this market. They're also incredibly media savvy, you know, and their stars, by the way, are people that you have never heard of. I try very hard, and my wife is a scientist, so I try very hard with the research that I prepare and present to use really good research, you know, like with big sample sizes. And so Variety, this is a Variety study, 10,000 teens. So again, a little bit on the younger spectrum, as if you were to split millennials into kind of two groups, teens and 20s, you know, so this is the teens group. They asked 10,000 of them, who is your most influential celebrity? Did you think that it was Katy Perry or Taylor Swift? That's what I thought. Nope. 5 out of the 6 most influential celebrities to younger millennials are people you have probably never heard of. The top 5 are YouTube stars. Number 1 is Smosh. Has anyone heard of Smosh? 4 people. That's the number 1. A Variety magazine 10,000 teens. Let me show you number 3. That's pronounced PewDiePie. PewDiePie is a Swedish guy who dropped out of a prestigious university to sell hot dogs and play video games. Today, he makes $4 million a year just on the advertising share from YouTube, let alone everything else he does. He has more than 35 million subscribers. Look, CBC would, would, would, would die for that kind of rating. NBC would die for those kind of ratings, right? 35 million subscribers, that's more people than who live in Australia. It is a lot of people. He has so many fans that he did a one-day fundraiser, a charity fundraiser, and raised $780,000 in one day. He had to move because the millennials who follow him found out his home address. He had to move. And, and you know what he does on his channel? He plays video games. That's it. This is how he becomes famous. He plays video games. In fact, video game publishers will leak him, will send him copies of the video game a day or two ahead as a promotional strategy. His channel is so popular that some of these smaller video game publishers have been close to bankruptcy Because of the demand, because they simply couldn't fulfill the demand fast enough of this. I am going to show you a 30-second clip of the most re— I just picked the most recent video that he had, right? This isn't edited, this is just 30 seconds. Remember, he is more popular among younger millennials than any TV show you have ever watched, and this is what it looks like. It's bitch back! Look at this. 360. 360. 720, baby. Look at that. Look at— Nailed it! Damn, it feels good to be a gangsta. That is 30 seconds of what he does. That is PewDiePie. That is one of the most popular celebrities in the world today. How many of you had heard of him before at all? 2 people. 3 people. My personal favorite is Zach King, by the way. Much more popular on Vine. Vine is like a very short video. There's only 6-second videos. If you've seen Instagram, that are just a big endless stream of photographs, Vine looks just like that, except they're 6-second videos that are on a loop. He does magic tricks. I'm going to show you one of them. He only has 6 seconds. He is one of the most popular people out there for millennials. Like, that's pretty impressive for 6 seconds. By the way, he edits this all on phone. This is actually my personal favorite. Oh, that's perfect. Oh, no! Do not know how he did that. But he has become so incredibly popular among millennials that brands that market to millennials are lined up at his door, lined up. "Please do a 6-second video for us. Here's whatever amount of money you want." And he does occasionally. Here's one example of a campaign that he did. 6 seconds is the new 30-second ad. Zach King. No one over 30 has heard of him, but he's enormously huge. And this is the way that all of these sort of things are changing over time, right? I mean, Facebook advertising becoming incredibly popular. As I mentioned, Facebook is not as strong organically among this generation. They tend to be more on Instagram and so on. But even television, if you're putting money in television ads and expecting to reach millennials, knock it off. Apologies if there are people from TV stations here. But even those people know. They're not— they're— those people— these people are on YouTube. These people are on Twitch. Twitch.tv, a website devoted entirely to watching other people play video games live. That is the entire purpose of Twitch. And if you think this is just a little off-branch thing, no, it's not. It started as an off-branch. It started as this thing called Justin.tv, which is a guy that was live streaming his house. And then it became popular, and then Justin decided to play video games, and they remodeled to Twitch. And last year, Twitch sold to Amazon for just shy of $1 billion. Not in stock, not in options, in cash. A billion dollars in cash. And it is a website where people watch other people play video games. I am not mocking it. I spend a lot of time on Twitch. I love video games, so I learn on Twitch, right? I learn from these guys on there that are popular and so on. And so, you know, more than that as well, this generation is creating and not just consuming. And so likes and comments, things like that, have become a bit of a social currency. Your ability to reach this group of people will depend entirely on your understanding of not necessarily the channels that they're in, but the messaging that they want to receive, right? Messaging that resonates with them. Because it's not enough to put an ad in a newspaper, in a, you know, real estate flyer, because they're not picking it up. It's not enough to advertise the home you're selling on the radio station, because they're listening to Spotify. It's not enough to put a sign out for an open house, because they're on Google Maps and not walking around. Again, as I mentioned, I'm completely— I am gruciatingly aware of the fact that these are massive generalizations and there are always variants within, but as a whole. So what I want to do is share with you the things that we have learned at my agency. As I said, you know, we specialize in marketing to millennials through digital campaigns. We work with other groups, of course. One of the things that we discovered early on when we sort of, you know, started our careers really is that, and many of you have learned this as well, which is the 4P model, right? You remember this? In college, the 4P model— product, price, promotion, and placement. This is everywhere. Every Marketing 101 textbook has this. In fact, this, ironically, is taught to millennials today, even though it is completely out of date. Many of it simply doesn't resonate anymore. When I first started designing this presentation, my initial draft of this was, the 4Ps are still important, but we gotta add on a couple more things. I'm changing my mind on that. There are some— price will always be of consideration. Promotion has ballooned into this whole thing as well. So it's a bit of a paradox that Millennials are being taught by Baby Boomers how important the 4 Ps are, when in fact it's really not quite there. So let me show you the things that we've learned anyway. The 5 keys that we have picked up are trust, friends, story and voice, choice, participation, and mobility. You address each of these in your marketing and you will connect with this generation. The first two are critical. Millennials have an innate distrust of marketers. The worst thing you can do to a— for a millennial, to a millennial, is to sell to a millennial. Or at least have them perceive that your only interest in them is a paycheck at the end of the day. They are so— these people can see an ad a mile away. Look, when I went to school, there was no such thing as media literacy. Hell, when I grew up, there was no such thing as remote controls for TVs. I mean, I was the remote control for the TV, you know. Go change the channel to 12. Okay, jeez, right? Media literacy is now taught in schools, and a lot of media literacy is recognizing advertising for what it is. Another large survey, 1,300 millennials was asked, "Would a compelling advertisement cause you to trust a brand?" Guess what percentage said yes? Would a compelling advertisement cause you to trust a brand? 1%. 1%. And the advertising industry, meanwhile, pours all of its money into creating compelling advertising, which I'll show you in a moment, is is miserable. So how do you sell to a millennial without selling to a millennial? You trust— you establish some trust first. And the easiest way is to not necessarily sell a home to them first. I actually believe this may force realtors, or the real estate industry, into a completely different model. Let me give you an example of what I mean. So I moved into a new place last year. My wife and I got married, so we had to sell our two places. We moved into a new place. It has one of these self-venting clothes dryers. It's true, it doesn't vent. It also doesn't dry particularly well. I mean, for a year, like literally up until 2 weeks ago, my wife were pulling out clothes and just, just, you know, what is the company, Bosch? Just like putting a pox on the children of the executives of Bosch for selling that. How dare you do this kind of thing to us. So finally, I call, I tried to call someone to fix the problem. And remember, let's just recap here. My problem was my clothes were not getting dry, okay? So I started calling around looking for someone to help me with my problem. Did I find someone? No, I did not. I found a guy who could fix gasket issues. I found a guy who could help me with electrical problems. I found a guy who could replace the lint trap. I found a guy who could replace this and give me a new dryer. But what I was looking for was not the solution of an electrical guy or a gasket guy You know who I couldn't find? A guy who could make my clothes dry. And so eventually I did what I should have done in the first place. I Googled it. And it turns out that if you open this panel here, there's a little compartment. And if you pull this out, you pull this giant block out and you run it underwater, problem solved. It was a massive lint trap. Yeah, it was disgusting. Because you see, I didn't want a gasket fixer guy. Guy, or a lint replacement guy. I wanted a clothes dry maker guy. But that's the model that services people are sometimes in, right? They model themselves based on the products or services they sell. And this happens in the real estate business far too often. Your future customers don't want the new home selling lady. They won't trust the new home selling lady. What they want is a better place to live, lady or man. This may not be a sale for you at first, but again, trust is more important. You want life— and this, by the way, this applies to every generation, right? Truly it does. If you want lifelong customers that will follow— you know, the home that I bought last year was the 7th mortgage I'd had, the 7th purchase I've had. And I did not stick with every realtor along the way. In fact, I don't think I stuck with one once. Because I never felt that there was a trusted connection. They're great realtors, don't get me wrong. Mortgage broker was great, super friendly, got a nice card. Every year, I got a little paper stand-up thing with a calendar on it that, you know, nobody uses today. Does anybody use that? You know, where am I in the year? Oh yeah, June. I'm glad I have this thing from ABC Realty. Right? Build your brand, build trust before you stick your hand out for money. Above all, millennials distrust big brands. They distrust advertising because they have been subjected to heavy doses of mega marketing their whole life. And I recognize this may mean a radical rethink in what the role of a realtor is. You know, do you sell one-off homes or do you build lifelong relationships? Maybe this means you don't sell them your first home, their first home. Maybe this means you start out by helping them find a great place to live that's rent. Maybe you spend your time educating them on the process even though they have no intention to buy right away. That is how you get past the advertising industry. Remember that they have heard every other realtor tell them how great those other realtors are, right? Millennials trust downplaying more than promotion. I'm gonna say that again. Millennials trust downplaying, the opposite of bragging. We see in the most effective ad campaigns to millennials, it is the ones that are brutally honest, sometimes even saying, "We're not the best, but you should try us anyway." That resonates because it's honest, it's transparent. A lot of people remember Avis's "We try harder" campaign. For years and years and years, great— this is a great example of messaging that would have resonated really well with this generation. Not many people remember the origins of this actual campaign, and the reason that they— this whole "We try harder" existed was because for years, Avis was number 2 in the marketplace. They weren't the number 1 car rental company. They were number 2. So they bragged about being number 2. Their whole campaign was brutally honest. "We can't— we wash our cars just a little bit more than the other guys. We're nicer." And listen to the text here. "When you're not the biggest in rent-a-cars, you have to try harder. We're do— we do. We're only number 2." You would never get this approved by an ad agency today. Because ad agencies today are like, "We're the best. Look how amazing we are," and so on, right? This worked because it was honest. It worked because it was transparent. It broke through the clutter of advertising. In fact, it was so successful, they had to stop it because they became number one. Right? And I don't know if Hertz is like, "I got an idea. We're number two, guys, get on this." Today's millennials want to hear messaging like that. They want to hear messaging that's a little bit downplayed. Let me play you a 15-second ad. As an example, a great campaign hit it right between the eyes. Yeah, I'd drink that. Frisk Half and Half. Not half bad. Available at Taco Bell. Not half bad. Not half bad. No ad agency executive approved that. Are you kidding? Not half bad? What's wrong with you? It works because it's honest. It's trustworthy. Right? It's not people throwing it in your face saying, "This is the best ever." You know, no one just admits, "Yeah, it's okay. You should probably try it." No one says that. So even if the property that you're selling needs work, needs upfront work, don't cloud it in all those, you know, gosh, I mean, we've all seen those ads. Realtors are amazing at writing. You know, there could be a giant sinkhole in the kitchen, and they'll be like, you know, "Lots of room in the living room." It's like, "Yeah, except for the giant sinkhole in the kitchen." So don't be afraid, you know, don't be afraid. In fact, just as an aside, this generation prefers to handle home improvement on their own. 1 in 3 want a fixer-upper rather than a move-in-ready home. 72% think that they are as handy or more handy than their parents. In fact, from the Environics research, from the research you've got here, those under the age of 30 are more likely to say it's a starter home that they want while those who are 30, 34, fixer-upper. It resonates really well. So that's the first key, which is trust. Trust is critically important. The second thing that millennials need is to feel like they are part of the participatory economy. They need to feel about, you know, think about the way that you select a realtor today. It's very non-participatory, you know. I mean, I guess it is in kind of a little bit of a way. You might ask your friends or a spouse, you might Google it, Millennials take this to a whole other level. Like I said before, social proof is currency to these people. More than any generation before them, they trust their peers' and strangers' opinions. When they see their friends comment or like an Instagram post or, you know, or comment on a Facebook post or something, they view this as a vote on the services of that realtor or mortgage broker. An actual vote. Shopping behavior for this group of people is not passive. It is active. It is participatory. It's not, it's like playlists, you know? Periscope livestream shares. They find products and services through the mechanics of these social media sites. Facebook, for the record, makes this very easy. This is just a little ad campaign that I set up as a bit of a test. You can't do this with radio. You can't say, "I only wanna pay for the radio station, I only want it to be if millennials hear it." The radio station will say, "Well, sorry, we are— we can't narrow it down like that." Facebook can. You can say to Facebook, "I only want people who are friends of people who are connected," which is really important, because again the social proof is in there, "between the ages of 20 and 30." This is especially powerful when you add this, which Facebook can do as well. Now only show me people who are newly engaged, because they're going to be looking for homes. As I said, this generation puts a lot of faith in the opinions of strangers. They're active on Yelp, Google Places, consumer review sites. They read through reviews in detail. Often, they don't even have to go to these sites, because when you just Google something, like "real estate agents Toronto," it automatically displays a link to your review, whether you want it to or not. By the way, 6,600 people These are numbers that came right from Google, not estimates. I mean, it's an average, but 6,600 people type in the phrase "real estate Toronto" into Google every month. That's about 220 people a day. If you were to advertise, if you were to buy Google advertising to get those people, you would be paying an average bid price of $3.25 per click. It would cost you $5,000 to reach those people for just a week using Google Ads. 220 people a day type this into Google. In Canada. And if this does not sound like a lot of people to you, if you're thinking the whole time, yeah, that's really nice, that's not a big number, there's a reason for that. For more than 10 years now, 10 years, people searching on Google for real estate agents has steadily declined. This data comes directly from Google. It is not an estimate, it is precise data. Why the decline? Because they're getting advice from friends and strangers. Guess what search term this is a chart for? Realtor reviews. Do you see the disconnect? If you are not all over— and they're not just realtors, mortgage brokers as well— if you're not all over these review sites, if you are not advertising on Facebook to the friends of people who like your pages, if you are not starting conversations online and asking these people to recommend you, they won't, and you simply will not capture this market. Social proof, the second of five keys. Another great way to sell to this generation is to— and to sell without selling is to be a storyteller in this. And I know there's a lot of sort of, you know, I go to conferences, everyone says, "You should tell stories and and so on. And I'm going to actually give you some examples of how effective this can be for real estate as well. Effective stories that will resonate with millennials contain 3 components. And this isn't— this is— there's no study behind this. This is just our own anecdotal experience at my agency. But when we have programmed these 3 components into the stories, it almost always is a win for campaigns aimed at that generation. So here's the first. The first component for these stories. Think about your— if you're a realtor, your own home showcase video. That you have right now. You know, they're probably nice. Maybe they have, you know, used all the tricks of the trade that we all, that, you know, everyone knows. Use a big wide-angle lens so it looks huge. Turn on all the lights in the house. Well, look, I mean, I really know every photographer that works with realtors have known all the tricks and so on. This is the video that my realtor produced for my old condo last year. Didn't look anything like this the month before I put it on the market, of course. But I did what he told me to do to make it look good. I cleared everything out. I painted the walls bright. I installed new floors. I redid the bathroom vanity. The visuals, as you can see, are great. Camera guy came in with a professional dolly, turned all— all on, all the lights and all that. And it's very nice. And in fairness, it sold a week after being on the market in a very highly competitive space. Like your videos, it has all of the factors: product, brand, and a reasonable price. But it is missing, and all of these videos are missing, the one single most important factor in the way we all make purchase decisions, not just millennials. And that factor is emotion. There is no emotion in real estate videos. Apologies if you produce really nice videos. You want to sell a home that, you know, that's gonna be good for someone and has a good roof, or do you want to sell a home that has a good roof and evokes a sense of peace? That's what you're selling. That's why we call these things homes and not just, you know, welcome to your new condo, welcome to your new legal condominium unit strata level. You know, we say welcome to your new home. It's a— home is emotional by itself, you know. Places— that's why you sell homes. That's why, you know, it's a sense of peace. It's unwinding. It's where you raise a family. These are emotional purchases, as you know. Real estate is an emotional game. We should not have bought our place that we bought. It was priced higher than we wanted it to be. It was in a neighborhood we didn't really want to be in. But we walked in and we fell in love with it. Goddammit. Right? That's how you sell it. You look, as realtors, right, you look for those clues and sell based on that. Which is why that the first component of story, when you are crafting a story, not just for millennials but for everyone, is emotion, right? Especially for millennials. Remember, they have been bombarded by big brands who do this brilliantly. Coke doesn't sell Coke, it sells fun, right? Nike actually sells inspiration. Disney sells imagination. And what do most retailers— or realtors actually sell based on their marketing materials? Themselves. Usually in that "I mean business so much I have crossed my arms" position. I don't know why you all cross your arms. Which any psych major will tell you is probably the worst position you should, you know, if you're trying to do good body posture, if you're trying to appear open. And if your Facebook page looks like this today, drop it You should have a montage of happy young clients holding home signs in front— sold signs in front of their new homes. It's about them. It's not about you. Some realtors really gimmick this up, you know. This Dorito— Dorita thinks this is a good idea. This is Sandy's idea. This guy, you know, credit. He thought, you know, I should put some flowers. And he thought this was such a good idea that he thought he'd throw them in here and here. And here. At least this guy is trying for some honesty. Something this realtor may have wanted to consider. This guy just looks like he never sleeps. This is actually all I have for the rest of the presentation, by the way. We're just going to be cycling through these. Emotion is about telling a story about the home. Where was the My video, as you just saw, was a beautiful video, but it didn't tell any sort of story at all. There was no story. Who lived there before? You know, what will it look like when my kids are running around there? In fact, my wife and I had a great story that the realtor would tell occasionally. And the story was, they really want to stay in this building. They really— they love this building. And it was true. Tod and Jocelyn love this building so much, they want to stay. The problem is My wife is paraplegic, uses a wheelchair, and there are 2 steps to our unit, and we just can't. But it's a great story, right? They would stay in this unit if they wanted to. That's how much they like it, you know? It's amazing, though. Another part of the story is that you have to have impact, right? This generation cares passionately about their footprint. In the 1970s, of course, when they called it the Me Decade, it was all about personal stability. And then in the '80s came the Me Decade, which was cold hard cash. The '90s showed up. We called this the Me Decade. No one's catching this. And then, and it was all about balance, right? The slackers, Gen Xers, were all about balance. It was gonna be, you know, and so we installed, hey, I used to be a dot-com, you know, CEO. I put up, we had this Our employees were hardworking young people and they said they wanted work-life balance. And so we had this little photocopy room and we painted it black and put like those glow-in-the-dark sticker moons and stars in and got beanbag chairs from eBay and got a table and bought a bong or decorative glass structure and put it on the table, right? But as it turns out, right, what this generation really wants is meaning. Meaning is what's important. Right? Think about the runaway bestseller, "The Secret." It's all about meaning. And the movies that dominated the start of this generation, right? Fantasy, religion, faith, history, and art all in one. I have no explanation for Shrek at all. I don't know how that got in there. So you need to articulate, right? What does your real estate brokerage, what does your mortgage company stand for? That will resonate really strongly. You know, what are you doing that you don't have to do? Do you sponsor a local hockey team? Do you make a donation to home building projects in developing nations? Because other real estate organizations are doing it, by the way. A great example, actually, not real estate, is this eyeglass company. So you pick 5 frames, they mail you all 5 so you can try on at home, so it's an experience. They encourage you to tweet and Instagram, you get your friends' advice. Price. While they're designing new frames, they ask for opinion, and for every pair purchased, they donate the cost of an eye exam for a child in a developing nation. One of our clients is Ivanhoe Cambridge. They lease space to malls and retailers. They're not selling to millennials, right? Wrong. They're still selling to them. Their clients have to sell to millennials. Ivanhoe Cambridge needs to recruit millennials Your brokerage must have an explanation of how you benefit the global world. And if they— if it doesn't, call someone and tell them, put it on right now. North Shore Realty in Vancouver donates 5% of each home sale to create sustainable change. Alberni Real Estate donates money to the UN Refugee Agency every time they buy or sell a new home. They also talk about how they were the first retail realtors in the area to use hybrid cars. Too much text, you know, I'd have photos here. And many millennials are looking for your social responsibility before your experience in the real estate market. This is the new MLS. Rather than looking for homes first, millennials are looking for socially responsible agents first. In fact, you can make a difference just like Peter did. CharitableAgents.com connects you with top realtors in your neighborhood All who have pledged to donate 10% of their commission to any registered charity of your choice. By doing so, you can help raise a significant amount of money to help someone just like— And the video goes on, of course. You know, there's companies like Chimp that will do this for you. Corporate social responsibility is so important. The other component of story, the second component, I mentioned the first one is emotion, is voice. And, you know, if you follow all of the marketing trade journals, they will say, "You have to speak in the voice of the millennial." And nothing could be further from the truth. If you litter your ads with LOL, I will fly back here. I will find out where your office is and I will smack you because it's ridiculous. You know, but so many agencies screw this up. I used to work for this ad agency when I first started my career. I was very young. I was like 22 and I was super keen and they used to call me Bushy Tail because I was so excitable. I got, you know, this ad agency executive, or the president came in. He was on Air Canada overnight, or I think it was CP Air back then, and he was reading the magazine. I always call this airline magazine syndrome. Does your boss ever like come back from Air Canada, he's been reading that Aeroplan magazine, and there's like some stupid business idea in it, and then like Monday morning he's there and he's like, "I got this great idea!" Airline magazine syndrome, right? So this guy comes in and he's like, "I know what the kids want!" This is our Monday morning marketing meeting, okay? "I know what this is!" I know this is what we're gonna do from now on. All our campaigns, rap. Wow. Because rap is what the kids want. Every generation tries in desperation to use the words and voice of a generation that they do not understand. If you are old, don't pretend to be young. That's the message here. Right? I, even I, I mean, I have a 23-year-old on my team in Toronto on EngageQ, and she designs the creative for all of our campaigns because she has the voice. I will come off sounding like an idiot, and that methodology is how the world ends up with ads like this. Hey, B, B, B! Yo, I found some nectar. DJ Honey, drop it! Any guesses as to what— can anyone even tell me what product this is? Let's start there. No, not honey. Not Honey Nut Cheerios. Can you imagine? Can you picture the guy walking in? We're just gonna do rap. This is for Häagen-Dazs, by the way. Yep. So what is the voice of a millennial? It is not this. You do not need to use internet acronyms everywhere. Please don't. In fact, you don't need to do this when you sell the home. Oh my god, your emoji just emoji'd for lots of money emoji emoji emoji. What is the voice of a millennial? Clear. No jargon. And sure, there are terms that they've introduced, you know, fail, win, epic. Things aren't good, they're amazing, they're, you know, they're awesome, they're crazy. But don't you use those terms or you will look like an idiot. Voice is about clarity, right? It's not about replicating the stroke. You know, this is why every bad campaign in the '80s could be identified by the use of the word gnarly. If there was an ad and it said gnarly, it was bad. But they're an optimistic group. When they actually— when Twitter did this study, they looked at the words that were most commonly used on Twitter among Millennials. And they were all positive words. Storytelling in the right voice, that is the third key to marketing to millennials. But storytelling on its own isn't the full equation. Millennials want to participate in the story. Remember, this generation grew up with instant self-publishing platforms at their fingertips, right? Tumblr, Instagram, Facebook, Snapchat, now Periscope. When many of us were in school, this was a self-publishing platform. Does anyone remember this? The Gestetner? I'm gonna have to try— I'm gonna have to explain this, aren't I? Okay. Gestetner was a machine that had this like purple ink, right? And you would crank it and it would crank it out. Now everyone over 45 who's with me on this, what was the first thing you did when you got the paper out? Okay, explain that to your millennial colleagues later. It just smelled really weird. If you think about your marketing strategy, there are two axes, and this is where you want to go to: shareworthiness and participation. And here's the good news. See, in my parents' generation, they hired the retailer— I keep saying that— the realtor, and they let them do all the marketing because the realtor had all the marketing channels. That's not true anymore. Millennials have better channels than you do. And they are better at using those channels than you will ever be. As I mentioned, my wife and I got married a couple years ago— last year. We had two properties to sell, hers and mine. Now, we had a great real estate agent, don't get me wrong, but it was us that did the heavy lifting on social marketing. Not because we felt we had to, that's just who we were. Her place went on the market, we posted about it. My place went on the market, we posted links to the realtor's page. When her place sold, we posted. When an offer was placed on a new place, we posted. When it got, you know, when we got to it, we posted it. Not because, as I mentioned, we felt the need to, but because sharing is simply part of our generation even, and much more so for the Millennials. Remember, Millennials have a very different default setting for privacy than we do, right? For most of us, for everyone over, say, 30 or 35, the default position for our privacy is I want everything private. I will lock down my Facebook page and everything. I want everything private, but I will choose what nuggets of information to make public. Millennials is the exact opposite. For them, it's everything is public, but I will choose what to pull back and make private. And so the model for advertising agencies has been all about creative excellence. Today, it needs to be about content excellence. Accounts as well. Engage people. Build them into campaigns. You know, I'm running a little late, so I'm not gonna show you this video, but this is a video of a campaign that we did for one of our clients, aimed at millennials, of course. It's hidden cash. And the idea is we stashed all over Nanaimo for this shopping mall. It's a scavenger hunt, essentially. It brought people into the brand. They started tweeting about it, and an enormous amount of popularity from that. So direct participation is the fourth key. And finally, mobility. Every culture has its own god. Millennials' god is the cell phone. Connectivity in everything and where they work, where they play. Convenience is critical. So, my friends, please forgive me for saying this, but please, for the love of everything holy, knock it off with the PDFs. How many of you have moved to mostly electronic signatures yet? Uh-huh. There are only 3 people I get mail from now. I mean postal mail. My lawyer, my accountant, and my real estate agent. That's it. If for no other reason than to avoid the fax noise. You know, your contract might start out nice and clean, but by the time I always got the contract, through different conditions and subject removals and offers. You know, it came out completely unreadable. You do know there are products that can fix this, right? I haven't had a client sign a PDF or a fax as a contract with my agency in 5 years. This is for people in their 40s and 50s, right? They're signing online, senior marketing directors. I recognize individual realtor— realtors may not be in control of this. This might be at the brokerage level, this might be even at the board level, but please Do something to knock this off. When you use digital signing, I can even find out how long people have been reading the page. And most importantly, for the millennial generation, they can accept an offer right away on the phone. I cannot stress enough how important being mobile is to this generation. This is not a nice thing to have, it is a mandatory. Millennials do everything on their phones. So what does this mean for you? Well, your website should look good on cell phones. If you're not sure that it does, go check it right now. Your cell phone, your contracts need to be compatible with mobile devices. And what do you do? You tag them, you know. You can be mobile. You can use simple things like Instagram where you can tag. This is a great strategy, you know. They're using the tools of the generation. Holding up signs. You bet that this couple's gonna retweet it and re-Instagram it and everything. This particular one has put branding on most of them. You can even turn— there are free apps that let you turn multiple photos into a short 15-second video. Mobility is critically important. And so that's really all I have. The 5 keys, again, really quickly, is trust, which means disclosure, transparency, and a voice that is no hype, right? Millennials will accept you more if you play down your abilities, paradoxically. Friends, reviews and reputation mean everything. Go check to see if you're reviewed. Emotion, social responsibility, and vice are all components of story. Inclusion and participation. And finally, mobility. Is your website mobile? Are you texting? Is everything capable of using smartphones? And so on. You bear these 5 keys in mind, and I guarantee you will be successful marketing to this group. Thank you very much. I hope you have a great rest of your day.