Millennials respond to connection, not typical promotion.
In the Pacific Northwest, Cascade Hasson Sotheby’s International Realty is proving that the future of real estate marketing belongs to those with the with the most assertive strategies. At the center of its momentum is a marketing & tech team that is turning research into action, helping advisors connect with Millennial buyers, reposition listings, and set a new standard for luxury visibility.
They are showing that relevance is no longer optional in real estate. By blending research, technology, and storytelling, they are helping advisors do more than list homes. They are helping them sell smarter, faster, and to a new generation of clients who are ready to buy.
Reading the Market, Writing the Playbook
The numbers tell a clear story. Affluent Millennials, ages 29 to 44, are now the largest group of luxury buyers. In 2024 they accounted for 38 percent of all luxury purchases and controlled nearly 60 percent of the $3 million-plus market. With an estimated $27 trillion in generational wealth transfer already underway, they are not a niche audience. They are the future.
What makes them different is how they shop. They are not paging through glossy brochures or waiting for open-house postcards to land in the mailbox. Their discovery begins online. Print readership is declining while digital engagement keeps climbing. For Cascade Hasson’s marketing team, that shift was a wake-up call.
“Social media is no longer a side door. It is the front door,” says Gary Nolan, Chief Marketing Officer. “The path to visibility, trust, and growth now begins in the feed, where buyers are looking, and our mission is to equip advisors with the research, technology, and storytelling they need to stand out.”
A Strategy Built on Research
That realization became the foundation for the firm’s Social Media Playbook, a new seasonal guide designed to give advisors the tools and insights to compete in a digital-first world. The first and Fall issue of the Playbook, launching September 22nd will help advisors evaluate their online presence, build content pillars that balance property showcases with lifestyle and education, and understand how to win attention in the first three seconds of a post. Most importantly, it reinforces that attention is now the most valuable currency in real estate. Advisors are encouraged to schedule time each week to post, engage, and amplify their voice online—because the agents who own the conversation online will ultimately win offline.
As Sharana Gatpandan, the firm’s Social Media and PR Strategist, explains: “I designed the Playbook to help advisors feel more confident and visible online. It is not about turning them into social media experts overnight. It is about meeting them where they are and giving them a system, a voice, and the support to show up where buyers are looking.”
Advisors as Storytellers
Perhaps the biggest change is in mindset. Cascade Hasson’s marketing team is not just teaching advisors how to promote homes—they are teaching them how to tell stories. Research shows that ninety percent of Millennials find Sotheby’s International Realty’s “1 of 1” campaign appealing, and seventy-two percent of Gen Z respondents said they were motivated by its calls to action.
That is why advisors are encouraged to share their own perspective, and use storytelling frameworks that build trust as much as they showcase a property.
properties in Oregon & SW Washington designed
with the 1 of 1 campaign style including the
top five reasons to buy each home.
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