Learn how different generations of buyers and sellers will affect the real estate industry with Matthew Ferrara & Company.

1. Understanding Generational Differences and its Impact on the Real Estate Industry Matthew Ferrara & Company presents

4. The Proposition A Perfect Storm Economic: Recession Commodity: Prices, Oversupply Demographic: Four Active Generations

5. So get ready to boldy go where nobody has gone before!

6. The Key Question How will Gen X and the Millenials Change Real Estate?

7. ! Real estate today was built by Baby Boomers, for Baby Boomers. The next generation of buyers and sellers aren’t Baby Boomers! What they value is a lot different than what we have been prepared to sell.

8. The purpose of a business is to create a customer. Peter Drucker

9. Create a Customer? Different than “serve” customers To satisfy a particular market desire Must start with the desire, not the product/service (contrary to current)

10. It is the customer… … who determines what a business is. It is the customer alone whose willingness to pay for a good or for a service converts economic resources into wealth, things into goods. What the customer buys and considers a value is never just a product. It is always a utility, that is, what a product or service does for him. - P. Drucker, Effective Executive

11. So what do we know about customers... … and what is of value to them?

12. 62% 31% Gen X Baby Boomers Silent Gen Y - Millenials

14. Size of Home Purchased

15. Demograph Transfers 31 Average age of the First Time Home Buyer 47 Average age of Sellers

16. Is Real Estate Valuable?

17. 64% Percentage of listings thatwere derived fromrepeat clients or referrals 67% Contacted only one agent Before selecting themas listing agent.

18. What “process” did they use?

19. How did they hire us?

20. What did they want from the process?

21. Disturbing trends?

22. “ ” The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. Peter Drucker

23. Baylor University Study, 50,000 REALTORS, 2009

24. There is nothing so useless as doing efficiently that which should not be done at all. Peter Drucker

25. Buyers between 18-44 using Social Networks daily in 2008 95%

26. 35% * REALTORS use social networkingat all, in 2009

27. 75% REALTORS never used a blog or podcast

28. But don't take my word for any of it….

30.  Let’s look at consumer archetypes to determine what they value

32. Real Estate positioning: First time and move-up buyer population 49% of new homes, 2006-2008

33. What constitutes their value set? Individualists, Competitive “Question everything, ” skeptics Distrustful of authority Prefer / “Certain” in own beliefs Information age mentality, skills Image Conscious

34. The Value Shift $1.80 16 ounces of actual coffee It’s hot

35. You look maaaahvalous…. $3.83 4 ounces of coffee, 12 ounces of foam Requires special ordering language Lukewarm

37. It's happening just like they imagined it!

38. Gen X’ers Value what’s Behind the Curtain What they want WebMD experience: Extensive, accurate, engaging Information on market/services before any consideratoin of personal authority Consumer Reports level of Process Transparency Customized to individual needs They must be “in charge” of the outcomes

39.  Take a closer look at Gen Y

40. Gen YThe :We: Generation

41. Gen Y (Gen We) Critical Facts 78 million U.S.; 2b worldwide Real Estate positioning: Significant portion of FT and move-up populations 6 - 12 transactions lifetime

42. Gen Y (Gen We) Critical Facts What’s their value set? Group Oriented Close to Boomer parents Highly structured lives Consume/d by entertainment Technology Normal (Integrated)

43. Millenials in Perspective

45. Technology is more than computers

46. Once again, science fiction becomes fact

47. What’s new is old…

48. What does the future hold for Millenials?

50. Social Networking = Mind Meld v 1.0 Gen X and Y are constantly “broadcasting” what’s happening in their lives… You just have to be there, listening, watching for those life-changing moments that are associated with real estate needs!

51. How to Connect with Gen Y’ers Use technology to establish relationships Tether then to the process, but not to a computer (wireless) Decisions must be validated by the network Future luxury looks more like the rooms at the Encore than at the Ritz.

52. ? Now that we know more about the Zebra, how shall we catch it?

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