What are the most effective mortgage marketing strategies for millennials and Gen Z?

THE best way to reach Millennials and Gen Z is by sharing videos on social media. Go deeper than just "5 mortgage tips you need to know" – the younger generations want guidance from someone who can offer actionable, tactical advice that is realistic for their specific financial situation. Focus your messaging around the buyer types or loan products you most like working with or are most knowledgable about, and then share videos about what you find yourself telling clients over and over again.

Highlight how personalized communication, whether through emails, texts, or social media, can address individual needs, like student loan debt, flexible down payments, or low credit scores.

To connect with Millennials and Gen Z, focus on authenticity and accessibility. Social media platforms like Instagram and TikTok are essential for short, engaging content. Ensure your website and tools are mobile-friendly, and use video content to share tips and client stories. Most importantly, be transparent—these generations value honesty and clarity over complicated jargon. Adapt to their needs, and you'll attract a tech-savvy, informed audience ready to take the next step.

To effectively market mortgage products to Millennials and Gen Z, it's crucial to understand their unique preferences and values. These generations are tech-savvy, value transparency, and tend to do thorough research before making financial decisions.

By educating them so they have their finances in place and dont make the common mistakes young people make when they start making money. Offering low down payment options, credit repair services, and overall offering to make a custom plan to each buyer/borrower will keep their chins up and stay on path towards home ownership

As a Millennial, I find that I engage most with short, snackable content and user-generated content (UGC). Authenticity and transparency are key factors that drive trust and engagement. Mortgage marketing strategies that resonate with these generations include: ▪️ Short Video Clips ▪️ User-Generated Content (UGC) ▪️ Peer Reviews and Social Proof ▪️ Brand Transparency By incorporating these strategies, mortgage companies can establish a stronger, more authentic connection with Millennial and Gen Z buyers.

Share bite-sized, easy-to-understand guides on mortgage terms, loan types, and the home-buying process to empower younger buyers to make informed decisions. Consider using infographics or video explainers.

The three things I find myself telling people the most: Eliminate complicated industry jargon (yes, that includes acronyms, even "FHA" and "APR"), use client examples to contextualize complicated topics in an interesting way, and be empathetic and helpful to those facing frustrations with affordability. You don't have to use your content to sell a specific loan product – you have to show your audience that homeownership is both financially achievable and beneficial enough to be worth the effort.

Creating engaging and educational content—such as short videos explaining mortgage basics, the home-buying process, or tips for first-time buyers—can grab their attention. Sharing real success stories and testimonials also resonates well with these generations.

Millennials and Gen Z value social responsibility. Highlight your bank’s efforts toward green initiatives, local partnerships, or charitable giving that resonates with younger buyers looking to make ethical decisions.

These generations are deeply motivated by values like sustainability, community involvement, and ethical business practices. Highlighting your initiatives, such as supporting affordable housing, eco-friendly lending, or partnering with local organizations, can build trust and create a connection that goes beyond traditional mortgage services.

Showcasing your internal heroes is a big part of building that social proof. Allowing those top leaders to become experts and sharing that knowledge with your market lends credibility to your marketing.

Feature client testimonials, success stories, or online reviews from millennials and Gen Z. Encourage customers to share their experiences on platforms like Google, Trustpilot, or even social media.

I'll say this: when you're scrolling on social media and see someone post an image of a quote from a faceless person, does it really leave an impression on you, or do you simply scroll past it? Instead, I recommend making a video about your client's experience – what problems were they facing that you helped solve, and what was the end result you were able to achieve for them? People want to hear the story behind how you helped your clients in a way that makes them feel an emotion ("Wow, that's so cool! I wonder if they can do that for me too?"). It may feel like a humble brag, but if you do it right, you'll be sharing your expertise in a way that opens the door for others to reach out to you for assistance.

No doubt influencer marketing, UGC, and paid-for UG look-alike ads are the most effective marketing tools for lenders targeting Millennials, and especiually Gen-Z. Trends move quick, but at the time of this contribution, I'd be be paying fiverr creators to make vertical video "reviews" of specific features on my website that speak to how easy we've made the process of applying for and securing a loan and I'd run those ads on YouTube and LinkedIn. Second to that I'd buy host-read ads on popular podcasts w/ high-income audiences (e.g. SaaS or investing-focused shows). Thirdly I'd work with mom-focused content creators on Instagram to talk about refis and HELOCs. Have a good chatbot and retargeting—you'll crush it.

These generations tend to rely on peer reviews and social proof before making decisions. Highlighting positive client reviews, ratings, and testimonials on your website and social media platforms can build trust and credibility.

Showcase how your bank’s website, mobile app, or chatbots make the mortgage process smooth, user-friendly, and fast. Highlight specific features like real-time approvals, digital document submission, and 24/7 support.

Discuss how embracing new platforms like TikTok, Instagram, and YouTube allows you to engage younger audiences through short, engaging, and informative content about mortgages, homeownership tips, or financial planning.

Focus on a strong digital presence through social media platforms like Instagram, TikTok, and YouTube, delivering engaging and educational content that simplifies the mortgage process. Personalize your marketing efforts using data to cater to individual preferences, and prioritize transparency to build trust by clearly outlining mortgage options and fees. Ensure your website and application processes are mobile-optimized for convenience, and consider partnering with influencers who resonate with these generations.

Collaborating with influencers or financial educators who already have a following among Millennials and Gen Z can be a highly effective way to introduce your mortgage offerings to a wider audience.