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I am A Millennial: How To Sell Real Estate To Me

Hong Kong - millennial buy property

Millennials (Generation Y) are the generation comprising of the children of baby boomers who are born between 1977 and 2000. Though, there seems to be a negative association attached to the term millenial - with vocabulary that consists of such words as - entitled, spoiled, soft, and lazy. We are deemed as the “Failure To Launch” Generation. Why is that? Another question we are faced with is, “Why are Millennials not buying homes in Hong Kong?”. 

Let's first look at some statistics first according to a global survey conducted by CBRE Hong Kong:

CRBE conducted a global survey consisting of 13,000 Millennials globally - aged between 22 and 29, including 1,000 Millennials from Hong Kong out of 5,000 from Asia-Pacifiic and these are the results -

    • Hong Kong millennials are with the highest percentages of living with parents and dining out in the globe.
  • 21% of Hong Kong millennials have no plan to leave the family home.
  • Hong Kong millenails can save 33% of their disposable income, compared to the 20% of the global average.
  • 84% of Hong Kong millennials live with their parents, the highest percentage in Asia.
  • 70% of Hong Kong millennials can only afford to buy or rent with financial support from their relative or friends - causing a huge housing affordability issue.
  • 75% of working Hong Kong millennials place major importance on the option to work flexibly ore remotely - meaning work flexibility matters hugely to them.
  • These Hong Kong millennials highly value rest areas within the workplace when considering a new job.
  • 92% of Hong Kong millennials buy more than they had planned when purchasing non-food items online - Millennials seem to give in to temptation easily.
  • Millennials eat out on average of 11.7 days per month, which is the highest in the globe. Hong Kong Millennials are inclined to dining out. 

 

Interesting statistics right? I am a Millennial, and many of you who are reading this article are probably Millennials as well or have Millennial members in the the immediate family. We have a set of defining values and characteristics that set us apart from other generations but there is one particularly striking one that has everybody talking about us. Millennials have a tendency (as we have seen from the statistics) to leave the family nest much later than previous generations and compared to other millennials in other countries. When we are do move out to set up our own home, it is usually accomplished through our parents' financial assistance of down payment and mortgage. If we simply look at this statistics, it's easy to come to the brief and surface-level conclusion that we are indeed the less than driven generation that we have been inaccurately labeled as. 

We are not the entitled, lazy, lackluster and spoiled group of individuals that the world claims us to be and we want you to understand the obstacles that are holding us back from buying a property of our own. Here are a few of the major obstacles that have set us back from behaving in ways our previous generations were able to:

  • We, the Millennial generation faced challenging times after 2008/s financial recession, which left us with much fewer available job opportunities.
  • Unemployment rate fell worldwide, resulting in a heavy financial crisis amongst our group.
  • Our generation are attending higher-level education like never before, expensive education may I add. Graduating students are now burdened by the crippling dept that the education sector has left us with, but a choice we don't really get to have because without higher-level education we are at risk of never finding quality jobs.
  • Since there are so many degree holders now, the value of a degree has become slightly diluted and under-valued. Combined with the effects of the financial crisis, this has made the job search even more competitive for Millennials.
  • An article published in the South China Morning Post supported this predicament, highlighting the fact that “fewer Hong Kong youngsters with degrees land middle-class jobs, while more work as clerks”. Figures stated that only 73.4% of university graduates managed to obtain a “middle-class” position, which the article defines as being a “manager, administrator, professional and associate professional”, compared to 82.5% in 2001.
  • This is the most important point - the sky-high property prices in Hong Kong represent huge barriers of entry for Hong Kong Millennials. We are not making enough money to afford to aburd property prices in Hong Kong.
  • According to a City University of Hong Kong Paper titled, “I Am NOT Leaving Home': Post-80s' Housing Attitudes and Aspirations in Hong Kong”, while mortgage payments in Hong Kong might be considered relatively cheap, buying a property requires a down payment which amounts to a proportion of the property's purchase price and is set at “30% for small/middle-sized housing and 40 to 50% for larger sized housing or villas”.

 

The fact of the matter is that we are still living with our parents because due to economic and financial factors, we are unable to live anywhere else even if our desire is to buy our own home. This is the major reason why there's been a downward spiralling trend in Millennials, such as myself, seeking property ownership in our own rights. We aren't keen on buying property with the above mentioned factors because it doesn't make any sense for us to do so. If you are a Millennial, you are probably also a first time potential home buyer, which means you've probably spent the last decade attempting to dig yourself out from under a mountain of school debt. We have a lot of pressure from older generations who look at us with disappointment. Why is that our parents and grandparents were able to reach “adulthood” much earlier than us? Our parents and grandparents were able to buy a home when they were much younger than we are now and there is always going to be that unfair comparison without taking in to consideration all the challenges and obstacles us Millennials are faced with. 

Now I'm not saying that we are forever incapable of purchasing our own home, because we are. We are a hardworking group, even if it doesn't seem so from your perspective. Furthermore, we are a creative group. We are innovative. Let me explain why. 

Our lives are built around efficiency and convenience, thanks to us being the most digitally-connected generation there ever was. Everything we want, we can have in an instant, at the touch of a button. Hungry? Deliveroo will have a meal to us in half an hour. Running out of clothes? Any e-commerce store will have it at the doorstep by the next day. Need transporation? Uber! Want to watch the latest TV Shows? Netflix. Heck, we don't even need a wallet these days. All we need are our smartphones. For some reason, this makes us the “lazy” generation. In reality, if you think about it, we are actually the generation faced with the most obstacles to succeed. So when we do succeed, we are the cream of the crop - the elites that made it despite the challenges. We have so many resources at our fingertips that we expect more, we want higher standards, we want better services, we want more quality…we don't strive to become the most successful because that doesn't exist. There's only MORE successful. We have no glass ceiling holding us down, and the world is our oyster. So if we have so much, and we can do so much, how can YOU as a home-seller, property-investor or real estate agent earn my trust and garner a relationship with me? I will tell you how.

Transparency and Personal Branding

Our previous generations maybe grew up with information, but us Millennials have been literally bombarded and oversaturated with information since day one. To really catch our interests, you have to have something really enticing to offer. We smell through the layers of BS because we have been conditioned to shuffle through the millions upon millions of content we are faced with day in and day out. What worked for our parents and grandparents no longer works for us. We want fast, and we want more. We crave interactive experiences and personal relationships. It may seem ironic to you. How can we create personal relationships when we have our noses deep in our smartphones all day long? We do, and we have because of the advance of technology. We are able to connect to more people globally than we ever have been before. For us Millennials, a brand no longer will suffice. We want you to create a personal brand that we can personally connect with. Seeing your listings on your website no longer captivates us. We want to know the inner personal details of your life as well. Invite us potential young buyers in to your life. Show us the hike trail you went on this morning with your dog near one of your listings. Give us an Instagram live of one of your listing properties and give us the chance to personally ask you questions in real time. Post a photo on Instagram and Facebook of the cool new coffeeshop that just popped up in the neighbourhood. Tell us a story of the couple you helped find the perfect home for. Give us a tour of your city and neighbourhoods that you are selling in. We want story-telling, and we want to create an emotional connection with you through this unique experiences. 

For Millennials, marketing and branding isn't just about selling anymore. It's about building tiny little networks of personal, one-on-one relationships with your audience. I want to be able to DM (direct-message) you on Instagram and get an answer immediately. I want to like your content, comment, and create a personal relationship with you that's outside of just static property listings. We want humour. We want personality! We want stories! 

In the end, we all want the same thing. We want to become homeowners and property investors. Our destination has not changed, we just want a more scenic route to our destination. Homeownership is terrifying. It's one of the biggest investments we will ever consider in our lives and trust me, none of us want to mess it up. We are looking for someone who can bond with us and help us cut through the complex process with transparency, efficiency, convenience and flexibility. Our generation thrives on speed, and making every second count. We don't just do one task at a time, we do multiple tasks at a time. We listen to podcasts on the way to work. We scour through real estate listings while we are waiting for our lunch. We are constantly staying up to date on the happenings around the world, and if you want to sell to us, you need to be able to keep up with us. 

Speaking about transparency, it's a crucial factor when dealing with Millennials. Millennials are incredibly well-educated. Most of us own a bachelor's degree, and even those who don't are well-versed on the Internet and can find out all sorts of information alone. We are a curious bunch. We ask more questions. We are more inquisitive. We focus on data and statistics. We make comparisons before consumer purchases. It's important that you are completely truthful and transparent with the information you present to us, because if it's not the truth, we will find out. 

If you want to connect with people like me, the young homebuyers - stay with me to hear the few tips I have for you. We aren't a completely different species from our parents and grandparents because at the end of the day, we all want the same thing. We want to find our dream home for a good affordable price, and we want to process to be pain-free and smooth. The only difference is that we run on a faster engine in a car that's a slightly different model so all it takes are a few adjustments from your side in order to connect with people like me. Here goes;

Get Digital and Tech-Saavy

Millennials rely on technology to for nearly everything now. We use technology to stay informed, communicate and to make purchases. We expect the same even when going through the process of home-purchasing and renting. We do pretty much everything from our smartphones and laptops now. We want everything digitized. If you are still going the traditional paper route, well you should really re-think that. It's a hassle for us and a pain.  Making everything digital will not only cut our time shorter, it will make our communication much more efficient and convenient. If you still require me to fax things, mail things, or hand-deliver paperwork to you, i'll probably start searching for a new real estate agent. It's nothing personal. If you want to connect with Millennials, you need to stay up to date with the latest mobile apps, virtual tours, and e-signature technologies - and be prepared to work fast and move fast. If we have to wait more than a day to hear back from you, we will take our business elsewhere. 

Today's young people are busy. We don't have the time or want to invest in the time to do something that can take half the amount of time to do. 

Please don't just send me a bunch of static property listings

If you are sending me listings with lengthy descriptions and only one or two photos of the property, we are going to have problems. We crave efficiency and we expect nothing less. We would much rather you give us live virtual tours or the properties or lots of detailed photos and videos of options than to drag us to multiple open houses and home visits over a few weeks to months. We want things done fast. Remember, for us, efficiency is key. Millennials don't like to wait. We aren't a group known for our patience or attention spans. If you can't capture our attention within the first 5-10 seconds, forget it. 

Be the expert in your niche

We have so much content and resources at our disposal that if you cannot offer something of value from an expert's point of view, it is pretty much redundant and useless to us. We come to you because we cannot figure out how to do it on our own, and trust me, we can figure out practically how to do everything on our own via the Internet. Find a way to be the go-to expert in your field and in your niche and this will give us a reason to keep coming back to you. Don't offer what the rest of the online world already offers us, give us something more that we cannot get unless we come to you. That is the key to connecting with us. We want your help, so please give us the help that we so crave and need. Be our guide through this process, and think about the things I'm going to need your help with - things that I cannot learn by googling. Be the value that I cannot find anywhere else and you will have yourself a loyal client. 

Get creative

So much can be done now that creativity is the key to standing out in an otherwise overly saturated market. If everyone is doing the same thing as you, it's time to get creative and innovate. The more innovative you are, the bigger your client base will grow, and the faster your business will expand. 

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This data protection information applies to the use of the website https://www.engelvoelkers.com/hongkong/ (hereinafter referred to as “website”) and the Property Search App, a mobile application for property searches (hereinafter referred to as “property app”) and is valid from 25 May 2018.

The following information applies to both the website and the property app, unless expressly stated otherwise.

 

Engel & Völkers VJI Limited in its function of responsible authority (hereinafter also referred to as “Engel & Völkers”) informs its users that

by using the website, personal data about them will be processed, in particular:

●    personal data (e.g. e-mail address, first name, surname, title, address, telephone number – in the following “Data” or “Personal data”) provided by users at the time of registration on the website (e.g. in connection with contact requests and mailing of newsletters);

●    personal data transferred from the user’s internet browser each time the user accesses the website is stored within log files, also known as server logs. This data comprises: IP address (Internet protocol address) of the accessing computer; name of the accessed site; date and time of access; related URL from which the user accesses the site; number of transferred data items; status report of successful access; session ID number.

by using the property app, personal data about them will be processed, in particular:

●    e-mail address, first name, surname, title, address, telephone number provided by users at the time of sending an enquiry;

●    Whenever the app is accessed, the usage data of the respective app user is saved. This data comprises: operating system used and, if applicable, the browser type, current language setting of the smartphone, information about the Internet service provider of the user, name of the retrieved page and, if applicable, the origin page, date and time of retrieval, amount of data transmitted, status report on whether the retrieval was successful, session identification number.

Purpose of processing

Engel & Völkers, as a responsible authority,

processes the personal data of website users for the following purposes:

●    Fulfilment of user’s requests (legal basis is contract performance and the legitimate interest of Engel & Völkers in transferring contact requests within the Engel & Völkers Group to the appropriate company. The above “Engel & Völkers Group” comprises Engel & Völkers AG and its domestic and foreign associated companies in terms of the German Companies Act Sec. 15 ff, and the (master) licensees affiliated with this group of companies. A current listing of these licensees can be obtained here: https://www.engelvoelkers.com/de/unternehmen/standorte/);

●    The forwarding of e-mail newsletters on the company’s own offers and advertising by the company or third parties to the legally permissible extent or based on consent. (Legal basis is the legitimate interest of Engel & Völkers in direct marketing, providing this is in accordance with the data protection and competition rules);

●    Analysis of the website for determining user behaviour. (Legal basis is the legitimate interest of Engel & Völkers in analysing user behaviour on our website for the purpose of continuously improving this or adapting it to the interests of our users);

●    Identification and possible blocking of users who have installed a so-called adblocker and who thereby block advertising. (Legal basis is the legitimate interest of Engel & Völkers of providing users who do not block advertising with wholly or partially web-financed offers);

●    In order to prevent fraudulent activities or misuse on the website or in connection with the website and to observe the legal stipulations for safe websites. (Legal basis is the legitimate interest of Engel & Völkers in remedying errors, guaranteeing system security and identifying impermissible access or access attempts.)

The legal basis for the processing of personal data is GDPR Article 6(1)(a), if the processing is based on consent, Article 6(1)(b) if the basis for processing is a contractual relationship and Article 6(1)(f) if the basis is the legitimate interests of Engel & Völkers.

processes the personal data of property app users for the following purposes:

●      Fulfilment of the requests of the app users (legal basis of the data collection is the consent of the user in accordance with Art. 6(1)(a) EU General Data Protection Regulation (GDPR)). Analysis of the property app to determine usage behaviour (legal basis is the legitimate interest of Engel & Völkers in analysing user behaviour in our property app for the purpose of continuously improving this or adapting it to the interests of our users);

Nature of supply of personal data and consequences of objection

The personal data is voluntarily provided by users. They may freely decide whether to make personal data available to Engel & Völkers and may subsequently withdraw their consent from the processing of personal data which have already been made available. Withdrawal may mean that the Engel & Völkers website is no longer usable.

Processing methods

Users’ personal data may only be processed in case of need and processing will be performed electronically only, in particular by way of: gathering, registration, organisation, storage, consultancy, processing, amendment, selection, extraction, comparison, use, interconnection, access and communication, blocking, deletion and destruction of the data. Processing may be carried out electronically or non-electronically.

Access to data

The personal data is processed by Engel & Völkers and (in respect of individual items) particularly by

●    Employees (permanent employees such as job-holders and independent property consultants) and consultants authorised to administer the website and property app and provide the associated services;

●    Third-party supplier companies (e.g. IT service providers, hosting providers, etc.) to which Engel & Völkers has outsourced processing services as part of a job processing agreement.

Information about the data

As the responsible authority we are able to provide information about your personal data. However, this information may only be given for the following reasons:

·       In the case of fulfilment of legal obligations or obligations arising from regulations and guidelines under national or European laws.

·       For defence in court in the case of a legal dispute.

Disclosure of data

If your query relates to offers from other companies of the Engel & Völkers Group, Engel & Völkers transfers the personal data entered by you in this case to the respective company from the Engel & Völkers Group with your prior consent or on the basis of its legitimate interests.[A10]  Other than this, your personal data will not be disclosed by Engel & Völkers.

Disclosure of data in non-EEA countries

In principle, Engel & Völkers does not transfer personal data to non-EEA countries without your consent. The servers used by Engel & Völkers are located within the European Union.

If your query relates to companies of the Engel & Völkers Group outside the European Union, we communicate your data under your consent.

In cases where personal data is transferred to countries that do not offer the same level of protection as within the European Union and you have not expressly agreed to the transfer of your data to those countries by way of your consent, Engel & Völkers will ensure that certain contractual obligations under applicable data protection law (including the execution of standard contractual clauses approved by the European Commission) are agreed with each service provider, unless Engel & Völkers can invoke other legal grounds for the transfer of personal data.

Saving and deleting of data

Engel & Völkers saves personal data for the time necessary for achieving the purposes for which the data was gathered and processed, including any storage period stipulated under the applicable legislation (e.g. retention of bookkeeping vouchers) and in any case for a maximum of 24 months [A11] after the personal data was gathered.

Use of cookies

Use of cookies on the website

In order to improve website browsing, Engel & Völkers uses “cookies”. Cookies are small text files, generally consisting of letters and numbers, stored on the user’s web browser on their PC and containing pseudonymised data. Cookies allow a website to recognise the user’s computer in order to follow searches made on several pages of a website and to identify users who return to a website. Cookies may have technical, analytical or profiling purposes.

The direct and indirect cookies used by Engel & Völkers are summarised here: https://www.engelvoelkers.com/en-de/privacy-policy-ag/doc/ev_cookies_lp.pdf.

The website uses the following technical cookies:

For storing language selection _icl_visitor_lang_js, _icl_current_language, evlocale.For storing selection of measuring units engelundvoelkersconfig.For storing last search requests LAST_SEARCH.For storing the watchlist ID watchlist_id.For storing test reference within AB tests user_ab.For storing references to distributed systems in load balancers BIGipServergroup-rz-webfe-prod.

Engel & Völkers informs users that they may deactivate or remove cookies in their web browser by following the instructions on the following links:

●      Internet Explorer ((https://support.microsoft.com/en-gb/help/17442/windows-internet-explorer-delete-manage-cookies).

●      Mozilla Firefox (https://support.mozilla.org/en-US/kb/delete-cookies-remove-info-websites-stored).

●      Safari (https://support.apple.com/kb/PH19214?viewlocale=en_US&locale=de_DE).

The website also uses analytical cookies set by third-party providers, e.g. Google (see also provisions on use of analysis programs and tracking tools) and Adroll (https://www.adroll.com/de-DE/about) /Privatsphäre) and Haufe (https://de.onlinehelp.umantis.com/index.php/Cookies).

In more detail:

a)       Google Analytics

Engel & Völkers uses the web analytics service Google Analytics from Google Inc. (“Google”) for analysing the use of websites. The information generated by cookies about the use of websites is generally transferred to a Google server in the USA and stored there. Engel & Völkers uses Google Analytics solely with the extension "ga ('set', 'anonymizeIp', true)", in order to ensure that IP addresses are only processed in a shortened version and in order to prevent direct references to individual persons. Google may transfer data to third parties if this is prescribed by law or if third parties process these data on behalf of Google. Google will not publish the IP address of the user in connection with other Google data. Users may at any time prevent the recording and storage of data by Google Analytics, by installing a Google-approved browser plug-in which can be downloaded from the following link: https://tools.google.com/dlpage/gaoptout?hl=de.

b)       Universal Analytics

Engel & Völkers uses the Universal Analytics functions provided by Google. These functions allow Engel & Völkers to record and analyse socio-demographic data about users by means of a Google ID (if available) and by means of cookies generated by Google from advertising contents (DoubleClick). If a Google ID is available, the data controller will be able to record this data across all devices (e.g. if users have both a smartphone and a PC) for analysing visitor flows across all devices. Users may at any time prevent the recording and storage of data by Google Analytics by installing a Google-approved browser plug-in which can be downloaded from the following link: https://tools.google.com/dlpage/gaoptout?hl=de.

This website does not use profiling cookies.

Use of cookies and other tracking in the Property App

Engel & Völkers needs statistical information on the use of the Property App to make it more user-friendly. For this purpose, Engel & Völkers deploys the following analysis tools. The providers of the tools process data, where personal data are processed, as a processor in accordance with the instructions of Engel & Völkers.

To find out which other cookies the Property App uses click here: https://www.engelvoelkers.com/en-de/privacy-policy-ag/doc/ev_cookies_lp.pdf.

Google Analytics

Google Analytics is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA (“Google”). We use Google Analytics with the additional feature offered by Google to anonymise IP addresses: In this case, Google's IP address is usually already shortened within the EU and only in exceptional cases in the US and in any case only saved in abbreviated form. The privacy policy can be viewed here: https://privacy.google.com/businesses/processorterms/

                               

If you want to opt out of Google Analytics tracking, go to your system settings and disable Google Analytics access in the Tracking section of the “Engel & Völkers Property Search” app.

If you want to opt out of tracking Google Analytics on Android, go to the app settings and disable Google Analytics access.

HockeyApp

HockeyApp is provided by Microsoft (Microsoft Corporation, One Microsoft Way, Redmond, WA 98052-6399, USA). We use HockeyApp for error analyses and to improve the property app. If it crashes, the user may agree to submit a crash report to HockeyApp. A crash report includes information about the crash date and time, the affected software module, the operating system and language used, and the device type and IP address. The crash report will only be sent to HockeyApp once this has been specifically approved. The information contained in the crash report may be partially processed in the United States. HockeyApp is a service from Microsoft. Legal information about it can be found here: 

https://azure.microsoft.com/de-de/support/legal/.

The privacy policy can be viewed here: 

https://www.microsoft.com/de-de/privacystatement/OnlineServices/Default.aspx

Crashlytics

Crashlytics is an analysis tool offered and operated by Crashlytics Inc., based in Cambridge, MA, USA. Crashlytics generates crash reports, i.e. reports about malfunctions or failures of the app, where and in which context these have occurred, how many users of the app are affected, etc. Engel & Völkers uses these reports to detect malfunctions or failures to be able to react faster, more purposefully and more efficiently in the interests of the users and to be able to improve the app technically. For this purpose, Crashlytics, together with the user’s Symphony-related app ID, which can be deleted at any time, records data on the crash and on general data of the respective IT environment (in particular on the used device, the mobile service provider and the operating system). If personal or pseudonymous data is included, Crashlytics will delete it within seven days. This information will give Crashlytics and subsequently Engel & Völkers insight into whether and how the app works and is used, especially the malfunctions and failures that occur. Further information is available at try.crashlytics.com/terms/privacy-policy.pdf.

Links to social media pages

This website contains links to the main social media network sites (e.g. Facebook and Twitter). These are not embedded social media plug-ins, but a link through which no personal data is transmitted to the social media operators.

Rights of persons concerned

You have the right to information on the processing of your personal data (for example, the origin of this data, the processing purpose, the modalities of the data processing). Furthermore, on certain conditions, you are entitled, at any time, to object to data processing in the future, to limit it or to demand the deletion of the data. Finally, you can prevent the sending of advertising material or the implementation of market research or commercial communications at any time.

In summary, you have a right to

-       information,

-       correction,

-       deletion (or to be forgotten),

-       limitation of processing,

-       data portability,

-       objection to the processing of your personal data,

-       complaint to the supervisory authorities.

Please note that your right to deletion is subject to certain restrictions. For instance we need not or may not delete any data which we need to retain for a further period under a statutory retention period. Data needed by us for the establishment, exercise or defence of legal claims are also excepted from your right to deletion.

To exercise the above rights and to request information, users may write to the following e-mail address hongkongmmc@engelvoelkers.com[A12]  or postal address Engel & Völkers VJI Limited, [A13] Shop A, 95 Caine Road, Mid Level West, Hong Kong. Similarly, users may at any time withdraw consent to, correct and delete the processing of their data.

Contacts

The responsible authority for processing of data is Engel & Völkers VJI Limited, [A14] Shop A, 95 Caine Road, Mid Level West, Hong Kong. In the event of questions regarding our data processors, we are happy to make a current list of these available to you.

If you have a complaint regarding the way that we process your data, you have the opportunity to submit a complaint to the supervisory authority. This is: 

Free and Hanseatic City of Hamburg

Hamburg’s representative for data protection and freedom of information

Prof. Dr. Johannes Caspar

Kurt-Schumacher-Allee 4, 20097 Hamburg

Mailbox@datenschutz.hamburg.de[A15] 

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