Millennials, having grown up in a generation with constant access to information—Internet, instant messaging, and a non-stop stream of communication means that loan officers need to know the best way to get—and keep—their attention.

Millennial homebuyers, for example, don’t just want a sales pitch – the best way for a mortgage lender to reach out to millennials is by understanding their needs and by avoiding the mistakes below.

Why is Reaching Out to Millennials Different?

Millennials are more likely to negotiate the commission process, for a start. They have easy access to information and so will ask more questions and potentially attempt to negotiate terms with you.

Compared to other generations, there’s a big chance that a loan officer might have to be open to working with parents alongside their millennials clients. This is because 40% of millennials get financial assistance from their parents. The biggest difference is one of communication, so be sure to embrace the web, social media, SMS, video, and many more ways of reaching out.

Mistake #1: Attempting to Speak Their “Lingo”

Lots of organizations try to reach out to their target audience by copying trends and the lingo they use. The majority of the time, this type of marketing never really works, it just looks fake or like you’re trying too hard. On top of this, using words and phrases that you and your brand don’t regularly use will just be damaging to the authenticity of your brand.

Most of the time, millennials are seeking out brands and organizations that seem honest and trustworthy. Using unnatural lingo will just make your brand look inconsistent, and you’ll also be shunning other vital customers that you may be attempting to market too as well.

Mistake #2: Trying Too Hard

We’ve just touched upon authenticity and how it can be lost if you make mistakes when attempting to reach out to millennials in ways that don’t seem honest. Changing your marketing efforts drastically in order to reach a specific audience can be less effective long term.

Millennials prefer loan officers that are honest and sustainable – draw upon these traits and highlight why you’re a great choice already. Learn about what millennials want but also trust in yourself and your brand. If you’re trying too hard to reach out and fit their style, most people – not just millennials – can see through that.

Mistake #3: Not Harnessing Technology

It’s not just millennials that have technology at their fingertips, but most 25-35 year-olds have grown up with the type of technology since an early age. Do you as a loan officer have social media accounts that you regularly keep updated?

You should have business accounts across a number of social media platforms and be using them to reach out to millennials. Post regularly and respond to any comments. Avoid having a non-responsive website that is never updated, and definitely avoid not having a website at all. Make sure it’s mobile-friendly, and enlist some help with SEO optimization and ways in which you can improve your chances of being found by millennials.

Take advantage of all the technological advances out there to reach out to millennials. They regularly use these platforms and they will expect you to use them also.

Have you done your best to avoid making any of these mistakes above? What’s the best single piece of advice you’d give to a loan officer looking to reach out to millennials?