Author: Heidi J. Ellsworth | October 25, 2023

Understanding the generation that comes after yours is often a challenge. As more millennials become homeowners, roofing companies and sales teams need to understand what's important to this generation. Knowing what younger homeowners want from a relationship with their contractor can help you craft a roofing sales pitch for a millennial audience.

Working Millennials Are Buying Homes

According to a Pew Research Center analysis of U.S. Census Bureau data, millennials make up 35% of American workers, making them the largest generation in the U.S. labor force. The U.S. Census Bureau also shares that 36.4% of homeowners are now 35 years old or younger. That's around 8 percentage points lower than baby boomers' and Gen Xers' homeownership rates at the same age, but one-third of homeowners are still looking for contractors to maintain and repair their homes.

According to HomeAdvisor, millennials are more likely to remodel their homes and take on multiple DIY projects than any other generation. With challenges like student loan debt, lower marriage rates and overall economic pressures, the next generation is buying older homes in need of repair in order to afford homeownership. They are not just looking for a re-roofing service, but also a longer relationship with a contractor that is based on mutual learning and respect.

What Millennials Want From Roofing Companies

Studies show that millennials want to work with companies that are focused on equality and social responsibility. Millennials and members of Generation Z (the racially and gender-diverse generation following millennials that has just begun to graduate from college) are also considering their communities more expansively.

In the context of a roofing sales pitch, roofing contractors need to look at heightened diversity in gender, age and race in their companies, especially in sales and marketing. Hire a sales team that not only reflects your customer base, but can break down stereotypes of what they think these young homeowners may want.

Adjusting Your Sales Pitch for Younger Clients

Start by encouraging your sales team to seek out educational opportunities — classes in diversity and unconscious bias, along with more research on a younger audience, will be critical for future sales success. Create a roofing sales pitch that is more informational and educational, helping young homeowners understand the importance of the building materials that protect their homes. Embracing a younger client set may also lead to more inspections and face-to-face time to connect with potential customers.

With millennials taking the lead in buying old fixer-uppers over new homes, it's evident that many are looking for more than a quick solution: They need help finding the tools and time to make a good decision. They are also looking for salespeople and companies that know how to communicate using technology, so utilizing digital planning and visual tools will become more important.

Keep in mind that millennial customers are likely to be language diverse. Around 17% are bilingual, according to the Brookings Institute, and a quarter speak a language other than English at home. Knowing a few words of Spanish or Chinese can be vital for maintaining clear communication from a technical standpoint.

Finally, be transparent and understand what matters to a client. Whether it's environmentally sustainable building products or diverse company ownership, the buyers of tomorrow will be looking at your company, products and causes. Be sure that your company culture is aligned with their priorities in a way that fosters a long-term relationship, so that you are their first call for more than just a starter home.