How Gen Y and millenials changed the property game

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Even before Pokemon Go set the standards for virtual reality interaction, Marshall White Projects had been converting Gen Y’s love for virtual reality and technology into tangible sales in the property market.

“This generation has changed the game; they are heavily reliant on the digital sphere and entrust it with major life decisions,” said Leonard Teplin, Marshall White Projects Director.

“So why would we expect any less of them when it comes to purchasing property?”

Hence, it comes as no surprise that digital assets are outperforming traditional marketing strategies in this demographic.

In fact, Marshall White Projects sold each of the 45 apartments in 308 Carlisle Street within six weeks to people aged 25 to 35, just by using a refined sales campaign that details the advantages of a well-connected lifestyle and an apartment of prestige. The company did not even invest any spend in a display suite or print advertising.

What Marshall White Projects did do was leverage technology, videography, photography, renders, brand partnerships, and direct marketing for their Gen Y and millennial buyers.

“In order to be effective you must know your audience, what they value, who they trust, where they source their information,” said Teplin.

“These things often hold more significance than their gender or profession and allow us to develop tailored marketing strategies that resonate with our buyers on a deeper level.”

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