Millennials are the largest group of homebuyers, according to Ellie Mae, a software company that analyzes mortgage data. According to the company, millennials represented almost 45 percent of all purchase loans—an increase from 42 percent in January 2016.
But what does this new group of homeowners mean to pest management companies? Why should they pay special attention to millennials?
“Millennials are the second largest population,” points out Cynthia A. Mannes, executive director of the Professional Pest Management Alliance (PPMA) and vice president of public affairs for the National Pest Management Association. “While baby boomers still hold the most significant amount of income, once millennials are in homes they will be a major generation of buyers.”
Mannes suggests that marketing to millennials may be different than marketing to other generations. Knowing your demographics is key. “Each pest control company should know their demographics and develop a plan for reaching audiences based on their specific mix of generations,” she suggests.
Even though purchase of pest control services may differ from purchase of consumer goods or other services in some ways, there is a lot of research available on millennial priorities, buying habits and factors considered in decision-making. This general information can be used to develop messages, processes and marketing strategies to reach millennials.
“We know that millennials want to use their free time to enjoy experiences, which means they are willing to pay service companies to handle tasks that take away from time with family and friends,” says Audrey Hall, president of Eco Serve Pest Services. Although they prioritize personal time, they choose service companies carefully, she adds.
Millennials are not price shoppers, says Hall. “They are more interested in building a relationship and having a good experience with the service provider,” she explains. Several factors lead to a good experience, she points out. “We are friendly and empathetic on the phone, and are quick to respond to their request for service,” she says. “We also educate customers on what we do and why.”
By Sheryl Jackson