Raising awareness of New Build HomeBuy

A nationwide survey of 2,000 people revealed the extreme lengths people are going to so that they can save for a house deposit: these include turning to gambling, cutting back on all luxury expenditure, postponing weddings, living back with Mum and Dad, contemplating medical trials and even considering selling major organs.

More importantly, the research revealed a lack of awareness among first-time buyers of affordable housing options such as New Build HomeBuy as a way of getting on the property ladder. The research shows just nine per cent of 18 – 24 year olds and seven per cent of 25 – 34 year olds think they’re eligible for New Build HomeBuy, even though many are likely to be.

The campaign was a great success generating 43 articles in the national, regional, trade, consumer and online press, reaching 2.8 million and all communicating the key messages about shared ownership. Radio presenters were also inspired by the story, and we also took part in 14 radio interviews reaching 4.5 million people across the country.

The campaign demonstrates the need for wider promotion of New Build HomeBuy in the sector outside of the property pages. It is the third phase of our ongoing campaign which so far has had the potential to reach a total of 12.3 million people.

01/12/09 14:38