First Time Buyers Fortnight Monday 15th - Sunday 28th February - 2016
INTRODUCTION | FTBF
SUPPORTING THE UK’s FIRST TIME BUYERS
Introduction The year is starting with some green shoots of optimism; despite living through some of the toughest times the UK’s home buyers have ever known, latest figures show mortgage lending has gone up, and it’s the first time buyers who are driving the rise. The figures for the end of last year, published by the Council of Mortgage Lenders (CML), revealed a 13% rise compared to the same time in 2011; and first time buyers were responsible for 41% of all home purchase loans - higher than the average. According to the CML, in November last year, over 21,000 loans were made to people looking to get on the property ladder - worth around £2.7bn. But buying that house for the first time is a huge commitment - and as we live through such tough economic times, First Time Buyer’s Fortnight is here to encourage people to get on the property ladder, and ensure they receive the right advice along the way.
The fortnight aims to give potential homebuyers the information they need to make more informed and intelligent decisions. It will look at a number of topics from what mortgage to get and where to get the best loans, to which equipment and goods you may need for your new home. Vicki Brand is one of the organisers of First Time Buyer’s Fortnight: “With the stakes so high, there’s very little room for error when it comes to buying your first property. The decisions you take now will affect the next 10, 20 or even 30 years of your life - so it has to be right. The next two weeks will look at providing first time buyers with as much detail as we can cram into a fortnight, and that will range from explaining the current market, to understanding which loans are right for you. As you look at settling into your new home, we’ll even be investigating the type of utility services you’ll need and spend time looking at which furnishings are fashionable and where to get good value products that will last. It’s an important time for so many people”..
PREVIOUS YEARS | EXPLAINED
PREVIOUS YEARS
Previous Partners
Coverage examples
FIRST TIME BUYERS | CONCERNS
First Time Buyers Concerns
Finding the right property
Finding the right mortgage
the financial commitment
The UK has over 25 million homes, so how do you go about finding the right place? We’re looking at what sort of property suits different tastes and lifestyles - and we’re investigating some of the pitfalls to avoid before exchanging contracts.
Finding the latest Bank of England interest rate is easy - understanding how that translates into different lending rates isn’t quite so simple. With so many different options of rates and durations available to buyers, we’re looking what this means to first time buyers and the difference a bigger deposit makes.
For most, a mortgage is a financial commitment that lasts for decades, and chances are that you’ll need to adjust your monthly outgoings to meet your end of the deal with your lender. We’re looking at different ways of doing that without affecting your quality of life.
Legal Advice
Government Support
now what?
With paperwork and searches to carry out, most home buyers rely on legal support. But what are you asking your legal representative to carry out on your behalf? It’s crucial to understand the importance of the work they’ll be doing for you.
A number of Government schemes are available for some first time buyers; we’re planning on taking a closer look at them over our fortnight. Case studies who have been through the process, and industry experts will be on hand throughout the fortnight to assist.
You’ve got the house, now what? Buying your first house is a major life achievement, but what do you need to run it? Have you budgeted for electricity and your heating and do you have the right buildings and contents insurance? Just some of a list of considerations you’ll have to make before moving in.
MEDIA ACTIVITY | EXPLAINED
How it works? Media Activity
ingredients: ideas
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Passion
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Creativity
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Targets Achieved
Radio & TV Interviews
Video Production
Radio & TV interviews allow your chosen spokesperson to be the voice of authority within your industry. Due to IMN’s strong relationships with broadcast journalists, you have the opportunity to relay your key messages to your target audience.
We can create video content speciďŹ cally for your campaign or brand to enhance your online presence and have greater appeal to digital media outlets.
Competitions
Infographics
Editorial competitions can be featured on commercial radio as well as on relevant websites, and enable presenters and web editors to endorse brand messages and products without the need for a costly promotion.
With visual media growing in popularity online, infographics have fast become a dynamic and engaging way of communicating your message.
IMN| EXPLAINED
“First and foremost, we are a newsroom that consistently provides high quality stories to the media. Over the years, we have built up strong relationships with journalists and producers so that after a decade in the industry we’re one of the most recognised and reputable consumer content providers in the UK.”
CONNECTING YOU TO THE MEDIA You’ll hear our work on BBC, commercial and community radio stations and you’ll see it on national and regional TV, major websites, and across social media feeds such as Twitter and Facebook.
IMN consists of a specialist team of broadcast journalists, Rachel Fletcher producers and experienced digital producers who work Senior Campaign Leader together to generate editorial and feature based stories. We have built a team who are deeply passionate about the media industry and as so, we are proud to have built longlasting relationships with presenters, producers, researchers, editors and media groups such as Bauer, Global Radio, GMG, Sky and the BBC. Presenters and producers rely on the team at IMN to come to them with interesting and newsworthy content for their shows and websites.
INDEPENDENT MEDIA NEWS HAS PROVIDED CONTENT FOR...
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HUNDREDS MORE
CASE STUDY | HALIFAX
GEneration Rent
Coverage Highlights
MISSION & CAMPAIGN To raise awareness of the Halifax Annual Generation Rent report, The Relations Group commissioned research into the current state of the first time buyer’s market, revealing that 1 in 5 (21%) 20-45 year olds think that it’s virtually impossible for first time buyers to obtain a mortgage. The three main barriers to homeownership among those who don’t own a property are the size of the deposit (57%) high property prices (56%), and low income (53%). The fifth annual report by Halifax also found that non-homeowners are currently prepared to save for 5.35 years in order to save for a deposit, whereas current homeowners saved for an average of 3.6 years. It also reveals that the average amount of first time buyers are able to save each week is currently £33.35. The campaign helped cement Halifax’s reputation as a champion of first time buyers, as well as raise an important issue in the public eye.
Coverage highlights included Radio 4’s flagship Today Programme, Radio 1 and 1Xtra’s Newsbeat, as well as over 40 more stations. TV coverage included BBC Breakfast and ITV regional news, with the combined radio and TV coverage reaching nearly three and a half hours in total.
BREAKFAST
Overall coverage breakdown
3hrS 30mins
OF COVERAGE SECURED
COVERAGE ON
40 stations
TOTAL REACH: 33.6 MILLION
CASE STUDY | HOMES
FIRST HOMES
Coverage Highlights Coverage highlights included LBC Radio, Big City Radio, and 4 BBCs: BBC Radio Scotland, BBC Radio Devon, BBC Radio Southern Counties, BBC Humberside.
MISSION & CAMPAIGN The “First Homes Reports” uncovered that getting onto the property ladder was an important life goal for 65% of UK adults, ranking ahead of pursuing a career or having children, with many believing property ownership was a good opportunity for investment or the chance of starting a family. However, many potential homeowners are unsure whether they’d be able to get a mortgage. With these issues in mind, UKTV Home launched a new and exclusive programme, First Homes, which documents the steps needed to be taken when buying a first property. The campaign aimed to promote Home’s brand new commission and to raise the profile of Home’s key attributes as a lifestyle channel UKTV Home used radio interviews to maximise the campaign’s reach, with top real estate expert Scott King on hand to discuss the findings of the “First Homes Report” as well as people’s concerns and expectations of buying their first home. Presenters commented that Scott was an expert and enthusiastic interviewee, leaving them genuinely engaged.
SCOTLAND | HUMBERSIDE SOUTHERN COUNTIES | DEVON
Overall coverage breakdown
1hr
OF COVERAGE SECURED
COVERAGE ON
12 stations
TOTAL REACH: 3.4 MILLION
CASE STUDY | BARRATT HOMES
First time Buyers Fortnight
Coverage Highlights
MISSION & CAMPAIGN To position Barratt Homes as the voice of authority on the Government backed New Buy Scheme offering a distinct possibility for people to get onto the property ladder, Barratt Homes utilised the media interest surrounding First Time Buyers Fortnight by going live on air to encourage people to break out of the rent problem. New figures released by Barratt Homes showed the average saver in their 20’s would need to put away half of their discretionary wage for 126 months in order to save a deposit. So as part of the advice drive, Gary Ennis from Barratt Home was urging this age group not to give up: as The New Buy Scheme offers first time buyers the genuine chance to break out of this trap and buy a property of their own. Gary gave excellent advice to these property hopefuls, offering an historical background of how buying first homes has changed in the last decade, and explaining what the options are for renters feeling overwhelmed about the amount of money they feel they need to save.
Gary Ennis was a brilliant spokesperson, as his 20+ year industry experience was evident and the presenters appreciated Gary’s advice. The Barratt Homes ‘First Time Buyers Fortnight’ radio campaign secured a weekly reach of 5.72 million across 21 stations, of which 20% was free-over servicing due to the popularity of the campaign.
SOLENT
NORFOLK | KENT
SOUTH COAST
Overall coverage breakdown
1hr
29mins
TOTAL REACH: 5.7MILLION
OF COVERAGE SECURED
coverage on
21 stations
First Time Buyers Fortnight Monday 15th - Sunday 28th February - 2016
GET IN TOUCH: media@firsttimebuyersfortnight.co.uk 0207 717 9696 firsttimebuyersfortnight.co.uk