social cmi: audience: first time buyers

Audiences: First Time BuyersHow to target a consumer audience effectively

PETER FAIRFAX/ RESEARCH ANALYST

In context

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• 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.

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(((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/…



• Take into account economic context and terminology.

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((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/ @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.



• 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

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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"))


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

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First time buyers General buyers0%

10%

20%

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60%

70%

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90%

100%

59% 53%

37% 41%

CHANNEL BREAKDOWN

ReviewGeneralBlogForumTwitter

SHAR

E OF

MEN

TION

S


10%

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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

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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?


10%

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100%

51% 51%

17% 13%

6% 13%

8%12%

16% 6%2% 5%

QUESTION TOPICS


Emotions by group

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10%

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70%

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90%

100%

58%

24%

19%

39%

14%

10%

9%27%

Excited Nervous Proud Discouraged

SHAR

E OF

EMO

TION

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ENTI

ONS


10%

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51% 51%

17% 13%

6% 13%

8%12%

16% 6%2% 5%

QUESTION TOPICS


Emotions by group

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• Excitement among first time buyers to capitalise on


10%

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60%

70%

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90%

100%

58%

24%


SHAR

E OF

EMO

TION

AL M

ENTI

ONS


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70%

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51% 51%

17% 13%

6% 13%

8%12%

16% 6%2% 5%

QUESTION TOPICS


Emotions by group

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• First time buyers proud – "adulting"


10%

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60%

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100%

14%

10%


SHAR

E OF

EMO

TION

AL M

ENTI

ONS


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51% 51%

17% 13%

6% 13%

8%12%

16% 6%2% 5%

QUESTION TOPICS


Emotions by group

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• First time buyers proud – "adulting"

• Nervousness and discouragement to address among general buyers


10%

20%

30%

40%

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60%

70%

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19%

39%

9%27%


SHAR

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ONS

Topics within emotions

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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

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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

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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


10%

20%

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60%

70%

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90%

100%

31% 36%

69% 64%

LANGUAGE ANALYSIS

Long words Other

SHAR

E OF

MEN

TION

S

Best language for marketing

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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

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• First time buyer marketing: Positive, optimistic, using excitement.

Recommendations

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• General buyer marketing: Problem solving. Reassure about long term investments.

Recommendations

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• Target first time buyers on general social networks, e.g. Twitter. Use forums for future listening and partnerships for general buyers.

Recommendations

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• 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

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Questions? Bring them to the research

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social cmi: audience: first time buyers

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