ORIGIN KICKSTART
Recognising that the journey to homeownership is not a one-size-fits-all experience, Origin Housing launched Origin Kickstart in September 2023. More than just a marketing strategy, the campaign empowers individuals and families to help them achieve their property dreams. Carefully crafted incentives delivered as part of the campaign have been utilised by an impressive 60% of Origin’s buyers since the launch. The campaign exemplifies targeted marketing, utilising a blend of social media adverts, print adverts, and editorial features in renowned publications including First Time Buyer magazine. The imagery used throughout the campaign placed people at the forefront, showcasing the transformative power of shared ownership. A dedicated web page served as a hub of information, presenting the available support in a clear and easily digestible format. A well-thought-out campaign, Origin Kickstart is an example of what can be achieved when a housing association truly listens to its customers – helping them find a home of their own.
FAIRVIEW’S SAVE TO BUY SCHEME | ROOSTER, AF OLIVER AND SPACE AND TIME
For many, renting can feel like a black hole, with ever-increasing accommodation prices blocking their pathway to homeownership. That’s why, in January 2023, Fairview New Homes launched Save to Buy in a bid to help renters save for a house deposit while living in their new home. Under this scheme, an initial 1% deposit is all that’s required and 100% of the fixed monthly payments go towards their final deposit. There’s no doubt about the initiative’s effectiveness as a solution to a desperate first time buyer housing market, but how effectively could messaging be devised that resonated with a target demographic as wide and varied as this? Eighty pieces of press coverage, two million social media views and an upside-down tortoise later, there aren’t many left in the industry who don’t know the concept behind Save to Buy thanks to a creative, targeted and fully integrated PR and marketing campaign.
WAYS TO BUY | WESTON HOMES
When the Government-backed Help to Buy scheme closed in March 2023, first time buyers were left uncertain about the way ahead, with little information about alternatives. Weston Homes and The Media People created a successful social media and paid search campaign and assets that raised awareness of the developer’s reasonably priced new homes and explained the schemes available to help with buying a first home. The Ways to Buy campaign, that ran across Facebook, Instagram and Messenger, used bright colours, positive messages and fun imagery to reassure first time buyers that buying a new home was not only possible, but it could be simple and straightforward as well. The campaign, which started in September 2023, reached more than 1.5 million users on social media, drove a 22% increase in direct traffic to Weston Homes’ website and led to a 76% increase in direct enquiries to one of the company’s developments.
READERS’ AWARDS buyer
First Time Buyer August/September 2024 93
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