Being a predominantly young audience (over half are millennials), first-time home buyers’ social presence is becoming increasingly important for engaging this audience. Although the continued role of more traditional routes is plain to see (60 percent are still visiting brand websites), this audience is notably more likely to regard social as a brand touchpoint. Almost three in 10 are following new brands on social each month, for example, while a similar figure is visiting brands’ social pages.
A good portion of this audience are also engaging more actively on social; they’re 28 percent more likely to say they click on a sponsored post and 31 percent more likely to be asking questions to brands via social media. Creating engaging posts, and getting customer service right on these platforms, is one obvious route to success here.