HOW LENDERS CAN ATTRACT FIRST TIME BUYERS

MORTGAGE MARKETING SIMPLIFIED

FIRST TIME BUYERS ARE NOT VERY POLITE ABOUT BANKS

Just over a third of Millennials currently describe their bank in unflattering terms (e.g.

used car salesman or aggressor)

FACEBOOK: MILLENNIALS + MONEY

BUT THEY WANT TO BE FRIENDS

60% of them express the desire for their bank to be a partner/friend. And the #1 way they say their bank can be a valued partner is by

rewarding their loyalty. FACEBOOK: MILLENNIALS + MONEY

How can you make this happen?

THE CHALLENGES YOU FACE

How can you make learning about mortgages and buying a home simpler and more suited to the mental models of first time buyers?

THE CHALLENGES YOU FACE

How do you help those who give up on their dream of home ownership because saving for

a deposit on a home is so damn tough?

THE CHALLENGES YOU FACE

How can you make the home buying process easier and more rewarding for them?

A few recommendations

Insight First time buyers are willing to sacrifice a lot to get on the housing ladder. A calculator such as the one shown could nudge them into action. Interactive visuals can cut through and grab attention especially as we all have attention spans shorter than a goldfish.

Opportunity Take a leaf out of Sunlife’s book and create an equally gorgeous interactive experience to inspire first time buyers to give up on all those little treats (or at least some of them).

Key features •  Interactive visual calculator with playful design •  The tool calculates how much you could save over a <certain>

time period if you cut out some of life’s little luxuries •  Natural conversion opportunities to switch bank account with a

strong mortgage saver product, like Bank of Ireland has, or conversion opportunity to open ISA Savings account

•  Messaging can be switched and personalised to ‘See how faster your could save’ and be sent to bank customers who ‘sip a lot of Starbucks’ and opt-in to saving advice messaging

Emotional hooks •  Provides inspiration and reassurance

Inspire first time buyers to start saving SAMPLE IDEA 1 OF 25  

SAMPLE IDEA 2 OF 25  

Insight First time buyers are renting for longer as they struggle to save enough for a down payment and qualify for a mortgage. Thus, it’s not surprising that the number of non-home owning adults who believe they will never get on the property ladder is on the rise. Opportunity Inspire customers, who may or may not believe they can afford a home, to start saving for a deposit by showing them how much people just like them have managed to do so.

Key features •  Provide inspiring relevant message to logged-in

customers based on a number of aggregated data points •  Provide best-guess, more generic message to non-

customers •  CTA leads prospects to inspirational page on ‘How to

save for a deposit on a home’ and is backed with testimonials, tools to see how much they could save and CTAs to bank saving products

Emotional hooks •  Inspirational •  Personalised and relevant •  Power of the herd

Savings nudge

KNOW ME

Best in class example: Hip Pocket  

Best in class examples: Agency Republic’s Resolution Rescue campaign

Insight Young people get new jobs everyday. And with every new job usually means a pay rise. The temptation to blow this pay rise is probably quite high.

Opportunity Millennials want banks to be their partner/friend. Well, some of our best friends are those that stop us doing things we might regret later. Banks have the opportunity to lean into popular hash tag conversations such as #payday and #gotanewjob and provide tips on what to with your new found wealth or what not to do with your monthly pay cheque.

Key features •  Invest in social listening and find opportune moments to get

involved in relevant conversations •  Potential to develop campaign around such activity in the

manner Agency Republic did with ‘Resolution Rescue’.

Emotional hooks •  Entertaining, fun and personal •  Contextually relevant

#Gotanewjob / #payday – lean into trigger moments SAMPLE IDEA 3 OF 25  

Now for the hard sell!

We hope you did.

To purchase and gain access to the complete 80 plus page report and all 25 concept recommendations covering awareness through to conversion, please visit: http://www.personafied.co.uk/first-time-homebuyer-review/

Find this tiny sample report useful?

Alternatively, if you have any questions, get in touch with me at: george@personafied.co.uk

Of course, we don’t just do reports. We can help you with the following:

•  Develop an SEO Competitor benchmarking report and identify best content strategies for your brand to pursue

•  Develop an ROI business case or KPI framework for any concepts recommended

•  Create a vision-to-be customer journey map with a complete set of content and CX experience concepts designed to make the customer journey effortless

•  Develop your own home buyer content strategy or email marketing program

•  Help you identify the contributors who will create your content

•  Plan your workflow and approval tree

Additional services

And did I mention our reports are such good value for money, your jaw will hit the floor!

Yep, just did. Goodbye.