Page 36 - Green Builder Magazine May-June 2021

MARKETING TO MILLENNIALS
On the Minds of

Millennials

Green Builder Media’s recent survey of hundreds of
millennials provides groundbreaking insights into their

home buying choices and behavioral patterns. What
does this audience segment really want?

CCORDING TO COGNITION Smart Data, Green

Builder Media’s market intelligence service,
On the Minds of Millennials
millennials (generally, persons who are age 25
to 40) are feeling bullish about buying homes,
BY
identifying homeownership with economic
SARA
security and a desirable lifestyle. Spurred by
GUTTERMAN
a growing desire for financial independence,
this audience segment recognizes the value of
investing in an appreciable asset that can create
A long-term financial wealth and stability.
In fact, millennials have seized the top influencer position
in the housing sector, spending more money on buying and
remodeling homes than any other audience segment.
The majority of millennial homebuyers are dual-income,
college educated couples that have just started young families
or are about to do so.
The most-motivated homebuyers in this segment are
individuals who have been renting and now want to take
advantage of low interest rates and the surge in remote working
to purchase their own home.
What features do these homebuyers value? They want healthy,
smart, efficient, solar-powered homes, as well as advanced
connected living technology, home gyms and larger yards.
Green Builder Media’s recent survey of
This audience segment is mission driven, values based and
community oriented. They cherish purpose and long-lasting
hundreds of millennials provides
relationships above all else, which is reflected in their home
groundbreaking insights into their home buying
buying decisions through their demand for communities that
offer access to community areas, co-working spaces, outdoor
choices and behavioral patterns. What does
dining, community gardens, rooftop bars and coordinated social
this audience segment really want?
events.
Following is a collection of findings that reveal additional
insight into this up-and-coming generation of consumers and
decision makers.

34 GREEN BUILDER May/June 2021 www.greenbuildermedia.com