Architecture, Millennials, and Media

Architecture and Video go together like peanut butter and jelly. Sound like a stretch? Well, the proof is in the pudding.

Alright, enough with the food analogies and on to the cold hard facts. Every year the National Association of Realtors compiles a pretty extensive list of statistics related to the housing market and the last couple of years have been pretty clear: millennials are the new driving force in real estate.  Buyers between the ages of 25 and 35 make up the largest share of home buyers, with a pretty big delta between other age groups. So millennials are buying houses… It turns out they’re also starting successful businesses. As many as 1 in 5 are looking to leave the traditional workforce for the pursuit of their own ventures and are doing so with promising results. They’re quickly growing out of garages and homes into large workspaces with more and more employees.

Home buyers and businesses are all looking for places to live, create, and thrive. You can bet that the spaces already available were not built to inspire this new generation and it will be up to the architects of today to create those environments. For many industries, however, the old tactics for attracting new clientele may not be enough and likely geared to an entirely different demographic. Architecture is no different and some are already beginning to embrace the new normal in marketing.

With millennials driving many industries, it is important to understand how to reach them. With social media and the dizzying array of messaging apps and video sharing platforms, this generation is accustomed to connecting with short bursts of photos and videos. Friends, family, and the companies they love: the distinctions begin to disappear as everyone begins to speak the same digital languages. This is where it all comes full circle. Architects and their firms will be opening themselves to the largest pool of prospective clients by simply adopting these new avenues. Why explain a portfolio with text and books of photographs when a short video can give an entire tour of the world they’re creating? The AIA (American Institute of Architects) has already begun to realize this translation and is reaching more young architects and clients than ever before. The AIA’s Look Up campaign, for example, should help send a message to members that video and media is the not only the way of the future for connecting, it is the now.

Through video, The Modern Reel aims to bridge the gap between architects and the growing client base of young home buyers and business owners looking for fresh, modern spaces to build their lives and careers.


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