How we positioned our client as a leading commentator on the ‘Help to Buy’ scheme

Faced with an unprecedented, unpredictable and opposing regional property markets, we saw an opportunity for our client to firmly establish itself as one of the leading commentators on the Government’s Help to Buy scheme.

Founded in 1854, Bishop’s Move is the UK’s largest family owned removals company and this year is celebrating its 160th year in business. With the UK property market evolving and growing rapidly in some parts of the country, we saw this as the perfect time to gain the perceptions of the Help to Buy scheme from homeowners and those looking to buy a property.

After setting up a survey of 1000 people, we simply asked; ‘What do you know of the Help to Buy scheme? Please tick the statement which best describes your view.’ We quickly noticed that astonishingly almost a quarter (22 per cent) said they had never even heard of the Help to Buy scheme and only three per cent had heard of the scheme and knew someone who had used it. After reviewing these questions, we wasted no time in speaking to the media about these results and in July 2014 alone, we secured 45 pieces of media coverage for our client in the likes of The Independent; the I; Independent Online; Moneyfacts; and Your Money.

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Overall, the 45 articles reached an audience of over 25m people along with a phone call from the Government’s Department for Communities and Local Government who were looking to arrange a meeting with our client to see how we can work together in promoting the scheme to suitable audiences.

However, we didn’t stop there. We saw this as another opportunity to ask yet another question which was perhaps a bit more “on the nose”. With the Help to Buy scheme aimed at first-time buyers, we simply asked ‘What is the Help to Buy scheme?’ and gave the respondents a list of five options.

We found that 16 per cent of those aged between 18-24 and 11 per cent aged between 25-34 thought the Help to Buy scheme was a recently launched face-to-face shopping service at mainstream supermarkets. Needless to say, coverage continued to roll in after that too and our clients’ reputation on the subject has shot through the roof.

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