1.
MORTGAGE MARKETING SIMPLIFIED
THE STATS YOU
NEED TO KNOW
ABOUT FIRST
TIME BUYERS IN
THE UK

2.
GETTING STARTED - KEY INSIGHTS - UK
They’re nervous and confused
50%
89%
45%
Of UK homebuyers
know what an EPC is
Of UK homebuyers
know what a mortgage
in principle or a
homebuyers report
means
Of potential first time
buyers felt buying a
home was too risky
because too many
thing might go wrong.
LESS
THAN
JUST
CLUELESS
2015 Buyer’s Barometer Report, Tepilo Estate Agent.
84%
Of Brits btw 18–34
that don’t own their
own home aspire to
do so.
2014 YouGov Homebuyer survey
THE DREAM NERVOUS
2015 Perceptions of FTB housing
market report. Halifax Building
Society.

3.
AFFORD A HOME – KEY INSIGHTS – UK
They need help to get on the property ladder
60%
£5bn
Of Brits aged btw
18-34 are doing
something that harms
their credit score
Of non-home owning
adults across Britain
fear they'll never get
on the property ladder
Is the amount of
money parents will
lend their children to
help them get on the
UK property ladder in
2016.
53%
NO HOPE HARMING CHANCES PARENTAL HELP
2014 EON Survey of 2,009 adults
who had moved home within past
3 years.
Ratesetter; Which? Credit Survey
of 1,000 households; 2015
3.5
It takes the average
couple in England and
Wales to save up for a
deposit. In London it
take 8 years.
TAKES AGES
NUMBER
OF
YEARS
Hamptons Time to Save index
2015
Legal & General survey

4.
FIND A HOME - KEY INSIGHTS – UK
They’re picky, location is key and they don’t check taps
74%
31%
Of UK house hunters
stated location as the
most important search
criteria.
Of UK adults would
consider buying a new
build home. While
34% said they’ve
never been in one.
Of UK homebuyers felt
deciding what to offer
was most stressful
part of process
33%
NEW BUILDS? YUK! THE KEY FACTOR STRESSFUL
2014 EON Survey of 2,009 adults
who had moved home within past
3 years.
2015 Buyer’s Barometer Report,
Tepilo Estate Agent. Survey of
2,000 Homebuyers.
28%
CHECKING
Of UK homebuyers
check the taps and
water pressure and
only 35% check the
light switches work!
ONLY
2015, Which? survey
ONLY
Why buy new? Homebuyer
intentions and opinions. 2016.
2,017 respondents.

5.
FINANCING A HOME – KEY INSIGHTS – UK
They buy together and they find the experience poor
66%
15%
Of British home
owners rated the
experience of
applying for a
mortgage poorly
Of FTBs choose to
buy with others and
most choose ‘joint
beneficial tenancy’
arrangements.
Of British home
owners feel their
provider is good at
listening to their
problems
73%
25%
Of British home
owners are on the
wrong mortgage and
could save on average
£4,000 per year.
JOINT MORTGAGES POOR EXPERIENCE LISTENING WRONG MORTGAGE
HSBC survey, Nov 2015
ONLY
<-- YouGov Homebuyer intentions and opinions survey, 2014 -->

6.
COMPLETING THE DEAL - KEY INSIGHTS - UK
Many of them face costly regrets
£5,750
20%
Is the average cost of
repairs on hidden
faults that
homeowners
unwittingly face.
Of UK home buyers
who did not take out a
survey have a property
they wouldn’t have
bought if they’d known
its true condition.
Of house hunters,
mainly first time
buyers, think estate
agents act equally for
buyers and sellers.
20%
JUST
OVER
REGRETS HIDDEN COSTS CONFUSED
2014 report conducted by Royal Institution of Chartered Surveyors (RICS). Survey size of 1,017 buyers across UK.
survey of 1,017 buyers across the UK
45%
Of home buyers felt
dealing with slow
solicitors who
communicate poorly is
the most stressful part
of buying a home.
STRESSED
2014 survey, EstatesDirect.com

7.
MOVING IN - KEY INSIGHTS – UK
They find moving very stressful and hard work
50%
25%
Of the UK adults
surveyed advised
organising a takeaway
on the night of the
move.
Of UK adults rated
moving house as the
top of their stress list
ahead of relationship
breakdown, divorce
and starting a new job
Of UK adults admitted
leaving it weeks before
attempting to unpack
the boxes.
61%
2014 EON Survey of 2,009 adults who had moved home within past 3 years.
SUPER STRESSFUL GET TAKEAWAY UNPACKING
51%
Of home buyers make
improvements to their
kitchen and 52% to
their bathroom.
DECORATING
YouGov Homebuyer intentions
and opinions survey, 2016

8.
MEET PAUL & JEN
In summary

9.
Paul and Jen are saving for a two-bedroom home in Manchester. He’s a self-
employed electrician and she’s a dental nurse. They see buying a home as cheaper
than renting and a wise investment. They’ve been saving for two years already and
its tough and boring. Jen even had a relapse recently and treated herself to an
online binge clothes haul but Paul persuaded her to return them all.
To save faster, Jen wants move in with her parents but Paul isn’t that keen. Jen
also wants to ask her parents about helping them out with a deposit but again Paul
isn’t sure. After all, Jen has two younger sisters and he doesn’t think it’s right to
ask her parents for help.
They used a comparison site calculator to work how much they could afford to
borrow. They agree on ‘where to buy’ but don’t agree on much else. They’ve
already looked at loads of properties on several property search engines but
they’ve stopped looking now because the rise in house prices depresses them.
They’ve no idea about interest rates but Paul is sure a fixed repayment mortgage is
the best option. Jenny is not convinced and speaks to her friends on Facebook
about it. Bottom line, she wants to seek independent advice when the time comes.
In their day to day lives, they watch box sets on Netflix, listen to music on Spotify,
share an iCloud account for photos, buy groceries online and use contactless
payment in shops. They have separate savings accounts at the same bank and
both use the mobile banking app. In the evenings, Jenny uses Skype a lot to talk to
her youngest sister who lives abroad. Both hate politics and Paul has never voted.
Meanwhile Jenny used to continually pay her credit card late. She’s now cut it up.
First time buyers – their story
Paul and Jen; late twenties; combined income £50K
Functional needs
Emotional needs
Pain points
• To qualify for a mortgage to buy
their home and future investment
• To make an informed decision on
which mortgage to choose
• To experience a smooth process
• To feel supported
• To feel in control
• To feel valued
• Saving for a deposit
• Understanding the jargon
• Too many mortgages to choose from
Keeping track of all the tasks required
• Coping with delays they don’t get
• Sorting out the move
“There’s so much to consider, bit
overwhelmed to be honest. Everyone
says it’s a nightmare. I wish our bank
could manage the whole thing for us.”
“The whole experience was a nightmare,
we were kept in the dark the whole time.
We’ve taken out a bloody mortgage and
we get more thanks from Starbucks.”
AFTER
BEFORE

10.
Now for the
hard sell!

11.
Find out how to market to homebuyers
Meeting the expectations of first time homebuyers today can be challenging. That’s why
we’ve created great value documentation to help you develop a marketing strategy that
will earn their gratitude, trust and loyalty. You can find out more about our reports, here:
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This 1 pager is the synthesis of all
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initiatives in this space.

12.
We’re a small content consultancy that believes the future of marketing lies with brands
finding out how to connect and create value for their customers. We just don't believe
developing such insights must cost the earth.
Please email us if you wish to discuss how we can assist you further.
george@personafied.co.uk
Intrigued? Get in touch.

13.
That’s it! Thank
you and goodbye.