This document analyzes how to effectively target marketing towards first time home buyers. It identifies first time buyers on social media based on keywords and examines their discussions. It finds first time buyers are excited and proud, while general buyers feel nervousness and discouragement. First time buyers' questions focus on financing, while general buyers use more complex language. It recommends positive first time buyer marketing using excitement, and problem-solving reassurance for general buyers. Target first time buyers on social media with concise language and general buyers on forums with more complex language.

1. Audiences: First Time Buyers
How to target a consumer audience effectively
PETER FAIRFAX/ RESEARCH ANALYST

2. In context
BRANDWATCH.COM
• Client: Bank
• Aim: Improve marketing
aimed at first time home
buyers (FTBs)
• How: Understand how
FTBs talk and feel about
buying houses differently
to other buyers
• Also new marketing
around general buyers
• Emotions
• Themes
• Questions
• Language

3. How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
BRANDWATCH.COM
(((I OR me OR myself OR mine OR im
OR ive OR we OR us OR ive OR our OR
weve) NEAR/2f first) NEAR/2f (house OR
flat OR property OR apartment OR
mortgage))
Twitter/ @SteveSinyard
Just picked up the keys to
my/our first house...finally
I'm an adult! 🏡 🔑
pic.twitter.com/…

4. How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
• Take into account economic
context and terminology.
BRANDWATCH.COM
(((I OR me OR myself OR mine OR im
OR ive OR we OR us OR ive OR our OR
weve) NEAR/2f first) NEAR/2f (house OR
flat OR property OR apartment OR
mortgage))
((I OR me OR myself OR mine OR im OR
ive OR we OR us OR ive OR our OR
weve) NEAR/5f ("first time buyer" OR
"first time buyers" OR "help to buy ISA"
OR "help to buy ISAs" OR help2buy OR
"htb isa"))
Twitter/ @SteveSinyard
Just picked up the keys to
my/our first house...finally
I'm an adult! 🏡 🔑
pic.twitter.com/…
Twitter/ @elizabeth_how
@littleowl_ We've opened Help To Buy
ISA's so that's something but we're going
to need to save pennies for everything
else.

5. How first time buyers were identified
• UK Authors who have
mentioned looking for or
buying a first property.
• Take into account economic
context and terminology.
• Many exclusions, for
example property authors
and finance related posts.
• Control group also created
to improve existing
marketingBRANDWATCH.COM
(((I OR me OR myself OR mine OR im
OR ive OR we OR us OR ive OR our OR
weve) NEAR/2f first) NEAR/2f (house OR
flat OR property OR apartment OR
mortgage))
NOT ((were OR "are you" OR their OR
they) NEAR/3 ("first time buyer" OR "first
time buyers"))
NOT ("after my" OR site:landlordzone)
((I OR me OR myself OR mine OR im OR
ive OR we OR us OR ive OR our OR
weve) NEAR/5f ("first time buyer" OR
"first time buyers" OR "help to buy ISA"
OR "help to buy ISAs" OR help2buy OR
"htb isa"))
Twitter/ @SteveSinyard
Just picked up the keys to
my/our first house...finally
I'm an adult! 🏡 🔑
pic.twitter.com/…
Yahoo Finance UK
[…]could revolutionise the way young
people save for their first home, as well
as providing a higher quality service for
tenants
Twitter/ @elizabeth_how
@littleowl_ We've opened Help To Buy
ISA's so that's something but we're going
to need to save pennies for everything
else.

6. Findings

7. 285
330
358
458
480
4955
0 1000 2000 3000 4000 5000 6000
diynot.com
forums.digitalspy.co.uk
forums.overclockers.co.uk
mumsnet.com
tripadvisor.co.uk
forums.moneysavingexpert.com
TOTAL MENTIONS
TOP SITES BY VOLUME (EX TWITTER)
Where to advertise, who to partner with
BRANDWATCH.COM
59%
53%
37%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFMENTIONS
CHANNEL BREAKDOWN
Review
General
Blog
Forum
Twitter

8. 51% 51%
17% 13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QUESTION TOPICS
Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad
Information to provide/ Question topics
BRANDWATCH.COM
Twitter/ @lexington23
@AskHalifaxBank hi - I'm a 1st time
buyer with a full deposit and an offer on a
house -can I still benefit from Help to Buy
ISA or too late?

9. 51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QUESTION TOPICS
Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
58%
24%
19%
39%
14%
10%
9%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFEMOTIONALMENTIONS
Excited Nervous Proud Discouraged

10. 51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QUESTION TOPICS
Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first
time buyers to capitalise
on
58%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFEMOTIONALMENTIONS
Excited Nervous Proud Discouraged

11. 51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QUESTION TOPICS
Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first
time buyers to capitalise
on
• First time buyers proud –
"adulting"
14%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFEMOTIONALMENTIONS
Excited Nervous Proud Discouraged

12. 51% 51%
17%
13%
6% 13%
8%
12%
16% 6%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
QUESTION TOPICS
Financing (inc mortgages) Deposits Taxation Investment Savings Buying abroad
Emotions by group
BRANDWATCH.COM
• Excitement among first
time buyers to capitalise
on
• First time buyers proud –
"adulting"
• Nervousness and
discouragement to
address among general
buyers
19%
39%
9%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFEMOTIONALMENTIONS
Excited Nervous Proud Discouraged

13. Topics within emotions
BRANDWATCH.COM
Twitter/@saffyhill_
just put a deposit down on mine and
@JWal10 first house together, cannot
wait to get the keys and move in🏡😄
FIRST TIME BUYERS: EXCITEMENT

14. Topics within emotions
BRANDWATCH.COM
Forum/Wig
…finally after waiting 10 years to find
one, and during those 10 years also
building up the nest egg. Now the trouble
is I don't have a survey or a rebuild value
GENERAL BUYERS: NERVOUSNESS

15. First time buyer question topics
BRANDWATCH.COM
FIRST TIME BUYERS: QUESTIONS
Twitter/ElPatchHaliz
@MartinSLewis I've been told by Halifax I
can't use my help to buy ISA on anything
less than 10%deposit? Is this true? It
doesn't say anywhere

16. 31% 36%
69% 64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
First time buyers General buyers
SHAREOFMENTIONS
LANGUAGE ANALYSIS
Long words Other
Best language for marketing
BRANDWATCH.COM
Twitter/@tristanpc
@BBCWorldTonight my ancestors lived in
St Ives for generations. Would they
prevent me buying a home over single
homeowning downshifters?
Twitter/@LoveFromLeah
Thank you @AskHalifaxBank for our first
mortgage and gift box!!
First time buyer: More concise
General buyer: More wordy

17. Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.

18. Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marketing: Problem solving.
Reassure about long term investments.

19. Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marketing: Problem solving.
Reassure about long term investments.
• Target first time buyers on general social
networks, e.g. Twitter. Use forums for future
listening and partnerships for general buyers.

20. Recommendations
BRANDWATCH.COM
• First time buyer marketing: Positive, optimistic,
using excitement.
• General buyer marketing: Problem solving.
Reassure about long term investments.
• Target first time buyers on general social
networks, e.g. Twitter. Use forums for future
listening and partnerships for general buyers.
• Concise, jargon-free language to target first
time buyers. More complex language can be
used in general buyer marketing.

21. Insights Central
BRANDWATCH.COM

22. Questions?
Bring them to
the research
pods

23. BRANDWATCH.COM | #NYKCONF