Leading integrated agency, Dialogue DLKW, was appointed by Halifax to design, build and launch a new website aimed at first-time-buyers.
The website sits independently of Halifax’s main website (www.halifax.co.uk) and is aimed at helping guide consumers through the first-time-buying process. Primarily an educational and information-rich website, Buyingyourfirsthome.co.uk aims to make buying a home as easy and as problem free as possible with the emphasis on the joy of finally being able to purchase a first property.
Essentially a stand-alone branded content website, Buyingyourfirsthome.co.uk features a fictional high street where it is possible to enter a surveyor’s office, estate agents, Removal Company etc and obtain comprehensive background, information and advice on each topic. Aimed at giving confidence to first-time-buyers, it is envisaged that the website will ultimately become the definitive online information resource for UK first-time-buyers regardless of where they are in the buying process.
The website has been launched with a high-impact online advertising campaign consisting of rich media, overlays and expandable banners followed by an online generic campaign to raise awareness of the website over a sustained period.
Simon Watts, head of mortgages and general insurance marketing at Halifax, says: "Our research has shown that whilst first-time-buyers are excited to be on the property ladder for the first time, they can be quite daunted by the whole process and are confronted by many complex decisions. www.buyingyourfirsthome.co.uk is aimed at providing a one-stop information resource that not only answers these questions but also hopes to re-ignite the fun and excitement behind becoming a property owner for the first time".
Alex Ajao, account director at Dialogue DLKW, says, "First-time-buyers make up 22 per cent of the total UK mortgage market and are typically aged between 25 and 34 years old. Whilst it’s a significant proportion of the UK market, there is little information available to help guide them through the whole process, not just purchasing a mortgage. Buyingyourfirsthome.co.uk aims to change this by providing a range of information and advice that will help buyers throughout the process".
