Better Homes and Gardens® Real Estate has announced that its “Gen Z in the House” research study has been named a finalist in PR News’ Platinum PR Awards, an annual program honoring top public relations initiatives across more than 40 categories. As a leading lifestyle real estate company, Better Homes and Gardens Real Estate is one of seven finalists selected within the “Research & Measurement” category, evaluated on creativity, innovation, planning, implementation and outcomes. Entries are judged by a blue chip panel of corporate, agency and academic executives, as well as by the staff of PR News.
In September 2014, Better Homes and Gardens Real Estate commissioned a first-of-its-kind survey targeting Generation Z teens (13 to 17 year olds). The purpose of the survey was to evaluate how coming-of-age in the recent housing recession has shaped Gen Z’s perceptions of homeownership. To execute the survey, the brand partnered with Wakefield Research to develop and deploy carefully calculated questions in regard to sentiment, goals, mindset and preferences of a representative sample of U.S. teenagers relating to intent, characteristics and processes surrounding a home purchase.
“Better Homes and Gardens Real Estate greatly values the importance of being a thought leader and pushing our industry to think about the future through our unique research, especially as it relates to previously uncharted consumer segments within real estate,” said Sherry Chris, president and CEO, Better Homes and Gardens Real Estate LLC. “We are proud to be recognized by such an esteemed organization for research focusing on a market segment whose current purchasing behaviors and economic perceptions will shape the housing market for decades to come. The brand’s continued exploration into Gen Z’s mindset will equip the real estate industry to best serve what we call ‘the day-after-tomorrow’s homebuyers,’ who, as we’ve seen, have already developed very sophisticated perspectives on homeownership.”
Better Homes and Gardens Real Estate recently took its commitment to Gen Z to the next level by hosting a group of teens at its corporate offices in Madison, N.J., to act as the brand’s “Gen Z Advisory Board.” This day of meetings included a hybrid of focus groups, presentations and lively discussions about this generation’s purchase habits, thoughts on service and plans for the future.
PR News will recognize its winners and honorable mentions at the Platinum PR Awards & Agency Elite Awards Luncheon on October 26 from 11 a.m. to 2 p.m. at the Marriot Marquis in New York City.
To read more about the PR News Platinum PR Awards, click here.
For more information, visit www.BHGRealEstate.com.
