Changing the Homebuying Narrative for Square Roots
Client
Square Roots
Services
Marketing Campaign
Prospective first-time buyers in London face a stretched affordability landscape. Following the end of the Help to Buy scheme, required deposits have jumped from 5% to 10%, creating a significant financial hurdle. This challenge is exacerbated by a relentless cycle of “hyperbolic clickbait headlines” that spread negativity, leading many young people to believe homeownership is an unachievable dream. The core need was to change this narrative and convince the target market that buying a home in the capital remains possible through alternative routes.
We created an innovative campaign titled “Write Your Own Headlines”. The strategy centred on a “polar opposite” message to mainstream media: “Homeownership proving possible for first-time buyers”. Visually, the design cleverly overlays the word “possible” on top of “difficult” to instantly grab attention and shift perspectives. The campaign promoted Shared Ownership as the viable solution. Execution spanned digital, social media, programmatic, and offline channels like direct mail and out-of-home formats, including a custom exhibition stand at the London Home Show.
The campaign effectively piqued interest and resonated with the target audience by positioning Square Roots as the answer to market difficulties. By utilising development-specific messaging, such as highlighting minimum deposits at the Lewisham site, the campaign transformed abstract concepts into tangible, achievable goals. It successfully turned the tide on prevailing market negativity, proving that with the right financial model and clear communication, the dream of owning a London home can be recaptured for the next generation of buyers.
