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How to Market Your Community to Millennials

group of millennial homeowners at a community event

Ensuring that your community is ready to meet the diverse needs and wants of a changing generation can seem overwhelming. However, Millennials accounted for 29% of home buyers in 2024--and as a board member,  it’s time to think about attracting Millennials to your community. 

Amenities, school districts, and walkability are just a few of the factors this generation is looking for when buying a home. Learn about what Millennials want in a community and marketing strategies for Millennial homebuyers here. 

Who Are Millennials?

Anyone born between 1981 and 1996 is considered a Millennial. This group is nearing age 40 and is the largest living generation. There are some common characteristics this generation is known for, including:

  • Highly educated
  • Tech-savvy
  • Adventurous
  • Authentic
  • Want instant gratification
  • Care about the environment
  • Demand authenticity

Are Millennials Buying Homes?

While many Millennials have been slower than Baby Boomers to own homes, they're entering the home-buying market at an increasing rate. Despite the overall decline in home buying in America, Millennials still account for the majority of home purchase loans

Why Millennials Matter to Your Community

Communities should be prepared to meet the needs of Millennials or risk losing out on potential buyers. Likewise, working now to prepare for Millennial families in your community will help increase the curb appeal for home sales and provide more unity for all residents.

How to Attract Millennial Homebuyers 

If your community wants to market itself as a Millennial-friendly option, here are four things you’ll want to focus on.  

1. Offer an Experience

Millennials are known for prioritizing experiences over material goods. They’re looking for more than just a house and place a higher priority on amenities like pools, walking paths, and other experiences they can share with friends and family. Consider offering an in-person tour of your community where you can showcase your lifestyle-centric amenities that’ll help promote a positive work-life balance for your newest residents.

RELATED: Top 10 Amenities Residents Want 

2. Invest in Technology

It's no secret that Millennials are tied to their phone, and to reach them, your association will need to embrace technology. Utilize community websites and apps, such as TownSq. These technology solutions can help you communicate quickly, offer easy payment services for things like dues, and can even provide additional features such as amenity reservations and package locker codes.

Millennial homebuyers using phones

3. Get Social

Attract Millennials to your community by offering additional ways people can become involved and socialize with their families and pets. An excellent place to start is by creating a welcome committee to help introduce new residents to everything your community has to offer. Don't be afraid to get creative with the types of events your community offers. Ideas for new events include:

4. Go Green

Going green is more than a buzzword for this generation. In fact, environmental sustainability concerns play a considerable role in the consumption choices of Millennials and Gen Zs.

Walkability near public transit, ride-sharing areas, and trails is what Millennials want in a community. Environmental concerns also rank high for Millennials, and communities that prioritize the environment are more likely to win their hearts, minds, and wallets. For your community, take a look at what can be done to become more environmentally friendly for future generations of homebuyers. Consider looking for opportunities to re-use and recycle, expand green spaces and community gardens, provide community clean-up days, use renewable energy and water-saving programs, and install electric car charging ports. 

RELATED: 8 Easy Ways to Go Green Right Now 

More Community Marketing Strategies 

Millennial homebuyers will be easy to find if you use these tips. Want more ideas on how to increase your community's marketability? Check out our free ebook, "Community Marketability: How to Attract New Homeowners to Your Community," for actionable advice on how to attract new homeowners to your neighborhood. 

About the Author

Erin is a regional sales director at Colorado Association Services. She has built the last six plus years of her career in the association management industry with Associa. She has energetically worked her way up through the company, serving in many positions from assistant manager to community manager and finally a director of management services, overseeing our Texas branches before moving to Colorado.

Profile Photo of Erin Baker