For some Millennials, the prospect of owning a home is as unfathomable as Social Security still being around when they’re ready to retire. Between job-hopping and being buried under a mountain of student debt, many Millennials are still finding it difficult to make traction in the real-world.
But all Millennials are not created equal, and the ones who are stuck won’t remain stuck forever. There is actually a large portion of Millennials who either have or are getting settled into gainful careers, starting families, and becoming homeowners.
This is a hugely important trend that home services professionals need to pay attention to. Whereas it used to be commonplace for people of all generations to find their architects, designers, landscapers, and cleaners in a phonebook or through recommendations from family and friends, the Millennial generation prefers to find these services online.
But Millennials are doing more than just a mere Google search to find their around-the-house help. Web sites such as Angie’s List, HomeAdvisor, Houzz, and Pro.com have all revolutionized the home services industry in that they provide a one-stop shop for people to compare, review, and hire professionals for any project or problem that might arise.
It perhaps comes as no surprise then that there is a major generational rift among who uses these services. According to a study conducted by The Farnsworth Group, younger homeowners are far more likely to use these online platforms to research and hire service professionals than any other generation. They’re also the most likely to sample from a wider range of service providers.
While this generational split may not be a huge surprise, since Millennials are more likely to use technology for everything from hailing a cab to finding a job, it is still crucial for professionals who work in these areas to know. If they want to diversify their client base and target Millennials – many of whom are up for grabs in terms of loyalty and have more spending power than they may let on – they are going to have to rethink how they advertise their services.
It goes without saying that for businesses and independent contractors to seem legitimate, they need to have an online presence. But simply putting a listing online is just the beginning. Millennials are going to be more likely to trust companies that have easy-to-navigate and updated websites that offer reviews and testimonials. Making your website mobile-friendly will also be vital in targeting Millennial customers.
Have you ever used an online service to find help around the house? Share your answer with us at @JasonDorsey or @WhatTheGen and don’t forget to add your #generation!