Leading housebuilder Clarion is a leading provider of affordable homes in the UK, giving people the opportunity to own a home for less through Shared Ownership – purchasing a share of a home and paying rent on the remaining portion.
They came to us to find out why aspiring homeowners in the North of England were not as familiar with this scheme compared with their Southern counterparts. We undertook extensive market research, the outcomes of which we then communicated via a hard-hitting report and thought leadership-led campaign.
We asked 1000 people across the North of England about their perceptions of Shared Ownership and the property market in their area. The results exposed the need for a high-impact communications campaign to educate potential buyers about this option and dispel some common misconceptions.
We launched the report during National Shared Ownership Week, and featured case studies of happy homebuyers whose lives had been drastically transformed for the better with the scheme. We secured primetime TV for one of these contributors plus our Clarion spokesperson on ITV’s flagship show Tonight, themed around the 2020 property market boom.
We also engaged with influential property industry press to flag the findings of our report and sparked further debate and extensive editorial on how Shared Ownership needs to be more effectively positioned as a route to home ownership in the North of the country.
On a more regional level, we targeted areas where awareness was especially low in addition to large urban centres where Shared Ownership is readily available, securing further media coverage and engaging future buyers.
The campaign drove leads into Clarion developments and led the debate on creating a more equal future for Northern home buyers.
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