PestWorld - November/December 2017 - 15

MILLENNIALS:

SING CUSTOMER BASE

M
BY SHERYL S. JACKSON

MILLENNIALS ARE THE LARGEST GROUP OF
HOMEBUYERS, according to Ellie Mae, a

©ISTOCK.COM/STEVE DEBENPORT

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."
Thorough understanding of the company's
procedures, products used and importance of
controlling pests leads to greater trust and a
stronger relationship between the customer
and the company, explains Hall. "This trust
results in a long-term relationship."

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."
-AUDREY HALL, PRESIDENT OF ECO SERVE PEST SERVICES.

KEY TAKEAWAYS
■ Millennials are the second
largest population. While
baby boomers still hold the most
significant amount of income, once
millennials are in homes they will be a
major generation of buyers.
■ Millennials are not price shoppers.
They are more interested in building
a relationship and having a good
experience with the service provider.
■ Tapping into the millennials' concern
about their local community is another
way to improve the experience and
build a relationship.
■ Pay close attention to your website,
which should be easy to navigate with
a few clicks, as well as mobile-friendly.
■ Be sure your website and other
online pages are optimized for search
engines to increase the likelihood that
they will be on the first page or near
the top of the results.
■ Use social media such as Facebook,
Instagram, Twitter and YouTube
to share targeted messages in an
informal manner.
■ Millennials like to read reviews by
customers to help them decide which
service provider they want to use, so
encourage customers to share their
experiences online.
■ Reward customers who refer people to
your business with a note or gift card,
handwritten so it's personalized.
Tapping into the millennials' concern
about their local community is another way
to improve the experience and build a relationship, says Hall. "Local businesses that are
involved in the community are important
to younger customers," she says. "They like
to see that the money they spend stays in
their community, and more importantly,
they want to see that the company gives
back to the community through volunteering and donations."
One of the most popular philanthropy
projects sponsored by Eco Serve is the Food
Challenge, one activity of the overall Eco Serve
Cares Program. At each service visit during the
month of the challenge, technicians collect
PESTWORLD > NOVEMBER | DECEMBER 2017

| 15


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Table of Contents for the Digital Edition of PestWorld - November/December 2017

President’s Message
What Customers Want
Reaching Out to Millennials
New Strategies Yield New Customers
Heard From the Hill: Legislative Day 2018
Marketing Corner: How to Make the Most Out of Your Facebook Presence
Membership Programs: Announcing NPMA’s New Resource Center
Standards: Do’s and Don’ts of Customer Relations
Ask the Expert
Pestworld 2017
Calendar of Events
Index of Advertisers
PestWorld - November/December 2017 - Intro
PestWorld - November/December 2017 - cover1
PestWorld - November/December 2017 - cover2
PestWorld - November/December 2017 - 3
PestWorld - November/December 2017 - 4
PestWorld - November/December 2017 - 5
PestWorld - November/December 2017 - 6
PestWorld - November/December 2017 - 7
PestWorld - November/December 2017 - 8
PestWorld - November/December 2017 - President’s Message
PestWorld - November/December 2017 - What Customers Want
PestWorld - November/December 2017 - 11
PestWorld - November/December 2017 - 12
PestWorld - November/December 2017 - 13
PestWorld - November/December 2017 - Reaching Out to Millennials
PestWorld - November/December 2017 - 15
PestWorld - November/December 2017 - 16
PestWorld - November/December 2017 - 17
PestWorld - November/December 2017 - New Strategies Yield New Customers
PestWorld - November/December 2017 - 19
PestWorld - November/December 2017 - 20
PestWorld - November/December 2017 - 21
PestWorld - November/December 2017 - 22
PestWorld - November/December 2017 - Heard From the Hill: Legislative Day 2018
PestWorld - November/December 2017 - Marketing Corner: How to Make the Most Out of Your Facebook Presence
PestWorld - November/December 2017 - 25
PestWorld - November/December 2017 - Membership Programs: Announcing NPMA’s New Resource Center
PestWorld - November/December 2017 - 27
PestWorld - November/December 2017 - Standards: Do’s and Don’ts of Customer Relations
PestWorld - November/December 2017 - Ask the Expert
PestWorld - November/December 2017 - Pestworld 2017
PestWorld - November/December 2017 - 31
PestWorld - November/December 2017 - 32
PestWorld - November/December 2017 - 33
PestWorld - November/December 2017 - Index of Advertisers
PestWorld - November/December 2017 - cover3
PestWorld - November/December 2017 - cover4
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