social cmi: audience: first time buyers
Post on 14-Apr-2017
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Audiences: First Time BuyersHow to target a consumer audience effectively
PETER FAIRFAX/ RESEARCH ANALYST
In context
BRANDWATCH.COM
• Client: Bank• Aim: Improve
marketing aimed at first time home buyers (FTBs)
• How: Understand how FTBs talk and feel about buying houses differently to other buyers
• Also new marketing around general buyers
• Emotions• Themes• Questions• Language
How first time buyers were identified• UK Authors who have
mentioned looking for or buying a first property.
BRANDWATCH.COM
(((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage))
Twitter/ @SteveSinyardJust picked up the keys to my/our first house...finally I'm an adult! 🏡🔑pic.twitter.com/…
How first time buyers were identified• UK Authors who have
mentioned looking for or buying a first property.
• Take into account economic context and terminology.
BRANDWATCH.COM
(((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage))
((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/5f ("first time buyer" OR "first time buyers" OR "help to buy ISA" OR "help to buy ISAs" OR help2buy OR "htb isa"))
Twitter/ @SteveSinyardJust picked up the keys to my/our first house...finally I'm an adult! 🏡🔑pic.twitter.com/…
Twitter/ @elizabeth_how@littleowl_ We've opened Help To Buy ISA's so that's something but we're going to need to save pennies for everything else.
How first time buyers were identified• UK Authors who have
mentioned looking for or buying a first property.
• Take into account economic context and terminology.
• Many exclusions, for example property authors and finance related posts.
• Control group also created to improve existing marketing
BRANDWATCH.COM
(((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/2f first) NEAR/2f (house OR flat OR property OR apartment OR mortgage))
NOT ((were OR "are you" OR their OR they) NEAR/3 ("first time buyer" OR "first time buyers"))NOT ("after my" OR site:landlordzone)
((I OR me OR myself OR mine OR im OR ive OR we OR us OR ive OR our OR weve) NEAR/5f ("first time buyer" OR "first time buyers" OR "help to buy ISA" OR "help to buy ISAs" OR help2buy OR "htb isa"))
Twitter/ @SteveSinyardJust picked up the keys to my/our first house...finally I'm an adult! 🏡🔑pic.twitter.com/…
Yahoo Finance UK[…]could revolutionise the way young people save for their first home, as well as providing a higher quality service for tenants
Twitter/ @elizabeth_how@littleowl_ We've opened Help To Buy ISA's so that's something but we're going to need to save pennies for everything else.
Findings
diynot.com
forums.digitalspy.co.uk
forums.overclockers.co.uk
mumsnet.com
tripadvisor.co.uk
forums.moneysavingexpert.com
0 1000 2000 3000 4000 5000 6000
285
330
358
458
480
4955
TOP SITES BY VOLUME (EX TWITTER)
TOTAL MENTIONS
Where to advertise, who to partner with
BRANDWATCH.COM
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
59% 53%
37% 41%
CHANNEL BREAKDOWN
ReviewGeneralBlogForumTwitter
SHAR
E OF
MEN
TION
S
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 51%
17% 13%6% 13%8% 12%16% 6%
2% 5%
QUESTION TOPICS
Financing (inc mortgages) Deposits TaxationInvestment Savings Buying abroad
Information to provide/ Question topics
BRANDWATCH.COM
Twitter/ @lexington23@AskHalifaxBank hi - I'm a 1st time buyer with a full deposit and an offer on a house -can I still benefit from Help to Buy ISA or too late?
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 51%
17% 13%
6% 13%
8%12%
16% 6%2% 5%
QUESTION TOPICS
Financing (inc mortgages) Deposits TaxationInvestment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
58%
24%
19%
39%
14%
10%
9%27%
Excited Nervous Proud Discouraged
SHAR
E OF
EMO
TION
AL M
ENTI
ONS
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 51%
17% 13%
6% 13%
8%12%
16% 6%2% 5%
QUESTION TOPICS
Financing (inc mortgages) Deposits TaxationInvestment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first time buyers to capitalise on
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
58%
24%
Excited Nervous Proud Discouraged
SHAR
E OF
EMO
TION
AL M
ENTI
ONS
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 51%
17% 13%
6% 13%
8%12%
16% 6%2% 5%
QUESTION TOPICS
Financing (inc mortgages) Deposits TaxationInvestment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first time buyers to capitalise on
• First time buyers proud – "adulting"
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
14%
10%
Excited Nervous Proud Discouraged
SHAR
E OF
EMO
TION
AL M
ENTI
ONS
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
51% 51%
17% 13%
6% 13%
8%12%
16% 6%2% 5%
QUESTION TOPICS
Financing (inc mortgages) Deposits TaxationInvestment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first time buyers to capitalise on
• First time buyers proud – "adulting"
• Nervousness and discouragement to address among general buyers
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
19%
39%
9%27%
Excited Nervous Proud Discouraged
SHAR
E OF
EMO
TION
AL M
ENTI
ONS
Topics within emotions
BRANDWATCH.COM
Twitter/@saffyhill_just put a deposit down on mine and @JWal10 first house together, cannot wait to get the keys and move in 😄🏡
FIRST TIME BUYERS: EXCITEMENT
Topics within emotions
BRANDWATCH.COM
Forum/Wig…finally after waiting 10 years to find one, and during those 10 years also building up the nest egg. Now the trouble is I don't have a survey or a rebuild value
GENERAL BUYERS: NERVOUSNESS
First time buyer question topics
BRANDWATCH.COM
FIRST TIME BUYERS: QUESTIONS
Twitter/ElPatchHaliz@MartinSLewis I've been told by Halifax I can't use my help to buy ISA on anything less than 10%deposit? Is this true? It doesn't say anywhere
First time buyers General buyers0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
31% 36%
69% 64%
LANGUAGE ANALYSIS
Long words Other
SHAR
E OF
MEN
TION
S
Best language for marketing
BRANDWATCH.COM
Twitter/@tristanpc@BBCWorldTonight my ancestors lived in St Ives for generations. Would they prevent me buying a home over single homeowning downshifters?
Twitter/@LoveFromLeahThank you @AskHalifaxBank for our first mortgage and gift box!!
First time buyer: More concise
General buyer: More wordy
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic, using excitement.
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic, using excitement.
• General buyer marketing: Problem solving. Reassure about long term investments.
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic, using excitement.
• General buyer marketing: Problem solving. Reassure about long term investments.
• Target first time buyers on general social networks, e.g. Twitter. Use forums for future listening and partnerships for general buyers.
Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic, using excitement.
• General buyer marketing: Problem solving. Reassure about long term investments.
• Target first time buyers on general social networks, e.g. Twitter. Use forums for future listening and partnerships for general buyers.
• Concise, jargon-free language to target first time buyers. More complex language can be used in general buyer marketing.
Insights Central
BRANDWATCH.COM
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