How do you lure in a hipster millennial looking to buy a home?
SoFi thinks the answer is avocado toast, Fortune reported. The digital personal finance company is offering an entire month's worth of the overly trendy brunch food delivered right to the doorstep of anyone who buys a home with a SoFi mortgage next month.
As SoFi's chief marketing officer, Joanne Bradford, put it, the goal is to allow young people to "have their avocado toast and eat it too."
You can even get gluten-free bread.
"Pundits have unfairly besmirched avocado toast as the reason younger Americans aren't buying homes," Bradford said in a statement. "We know that's wrong — it's because the traditional mortgage product hasn't evolved."
She's referring to Australian millionaire Tim Gurner's claim on "60 Minutes in Australia" that millennials can't buy homes because they're "spending $40 a day on smashed avocados and coffees."
In a way, he's onto something. People who are between 18 and 34 years old would rather spend their money on travel, health and fitness, and dining instead of buying a home or saving for retirement.
But as ridiculous as an avocado toast home-buying incentive sounds, this isn't the first time food has been involved in such a big purchase gimmick. Two years ago in Portland, Oregon, a 23-year-old and his mother offered home-sellers pizza for life when they put an offer on a home that was out of their budget, Today reported. The sellers accepted the deal.
So there you have it. The next time you're negotiating a financial transaction, consider using food to sway someone.