THIS AWARD WILL BE GIVEN TO THE MOST INNOVATIVE MARKETING CAMPAIGN THAT HAS BEEN CARRIED OUT USING ANY FORM OF MEDIA. THIS CAMPAIGN CAN BE FROM A RANGE OF METHODS THAT DEMONSTRATES THAT IT HAS HELPED FIRST TIME BUYERS START THEIR PROPERTY JOURNEY. Best Marketing Campaign
Sponsored by
FIRST HOME FEB | COUNTRYSIDE HOMES AND FOCUS AGENCY GROUP
Focus Agency Group partnered with Countryside East to approach the challenge of supporting first time buyers on their journey to purchase. This took place at two of Countryside East’s London developments that were offering apartments tailored to the FTB demographic. During a period of uncertainty in the market, our solution was a month-long series of expert-led events throughout February, with the overall aim of educating and guiding first time buyers through the property-buying process to support them on their journey to homeownership. Financial guidance included help from an independent financial adviser and market insight from the editor of First Time Buyer magazine, through to private show home tours with advice from Countryside’s experts, and a reservation weekend guiding buyers through the process of reserving their dream home. Our strategy delivered a supportive walkthrough experience, mirroring the stages of the buying journey.
A NOVEMBER TO REMEMBER | L&Q
A campaign about people, for people, A November to Remember was a hit with first time buyers. During a worrying month of increasing energy bills and rising inflation, leading housing association L&Q created an emotive campaign that offered purchasers up to six months of rent paid at selected L&Q developments and helped more first time buyers on to the ladder than any other campaign L&Q has ever delivered; making it A November to Remember for the people who matter most – its buyers. The multi-channel campaign had a staggering reach – with social media impressions up 250% and a 43% increase in leads year-on-year. High-impact imagery captured the seasonality and sentimentality of the momentous decision of buying your first home, while tone of voice was simple, easy to digest, and concentrated crucially on monthly outgoings – a key focus of the campaign.
COULD YOUR RENT BE BETTER SPENT? | NHG HOMES
Aiming to demystify the process of shared ownership and empower first time buyers to choose their own path to homeownership, NHG Homes launched an innovative marketing campaign called Could Your Rent Be Better Spent? This campaign leveraged a multi-channel approach, using social media content, mailers and advertising on third-party platforms to target renters and first time buyers with a digital monthly cost calculator. This gave buyers the knowledge to decide which route to homeownership was most suitable for them, with the aim of promoting shared ownership. The campaign generated 15,000 website visits and 750 new customer registrations at a 45% lower cost than NHG Homes’ average, while activations on Zoopla boasted two of the three best-performing ad-reach campaigns across the platform. It drove awareness for shared ownership and the developments available through this scheme, providing invaluable insights into buyer profiles that will elevate the effectiveness of NHG Homes’ future strategy.
READERS’ AWARDS buyer
98 First Time Buyer June/July 2024
Made with FlippingBook. PDF to flipbook with ease