01 | Inquiry:
How do Millennials think about acquiring a mortgage? What is important to them throughout the mortgage process?
02 | Investigation:
Millennials are the generation of consumers most likely to make purchases online so they will be comfortable with a quick, data-driven, impersonal process.
Confab Groups (small, informal groups of people to generate new ideas) with millennial first time homebuyers in two cities.
03 | Insights:
Millennials want a personal experience, but that doesn’t necessarily mean an in-person experience.
Millennials want to know their mortgage company is an active member of their local community.
04 | Initiative:
EverBank can build credibility and favorability by creating a campaign to educate the millennial generation on the home buying process in general. Materials should be easy to understand (plain-speak, jargon-free) and easy to digest very quickly (visual or infographic representation) as this cohort is leading extremely busy lives.