Shared ownership is a brilliant way to help people get on the property ladder but if your marketing isn’t clear and engaging, a lot of folks might never realise it’s an option.
The problem is that too often, the info out there feels complicated, dry, or just plain confusing. And that can turn people off before they even start. If you’re in social housing and tasked with getting the word out about shared ownership, this is for you!
It’s not the scheme, it’s how you talk about it
Shared ownership has loads going for it. But if your brochures, websites, or social posts are full of jargon or unclear info, people will scroll right past. You want your messaging to be:
- Honest and hopeful, not salesy
- Friendly and approachable
- Eye-catching and well designed
How to make shared ownership speak to people
Help them picture it
People need to see themselves in this, so use stories, real photos, and language that feels like a conversation, not a contract.
Design that builds trust
A clean, well-designed brochure or website says, “we’ve got this sorted.” It makes people feel comfortable, not overwhelmed. Your design is usually a potential customer’s first impression of you too, so you want to make sure it’s giving the right impression and not letting you down.
Talk to different groups differently
A young professional’s worries aren’t the same as a families. Be careful to tailor your messages for who you’re trying to reach.
Break down the money stuff
Shared ownership is affordable but if the financial side feels confusing, people will back away. We recommend using simple charts, examples, or quick videos to make it clear.
Be where people already are
Social media, community groups, workplaces, find your audience in places they trust and use every chance to share the message!
How BeSmart can help you get this right
We’ve worked with numerous housing providers to make shared ownership marketing easier and better with messaging and designs that actually connect. No matter if you need a fresh look, clearer info, or campaigns that get results, we’re here to help you make shared ownership something people get and want to sign up for.
Come have a chat with our friendly team and let’s see how we can work together to create a better design for your shared ownership content!
