Launched in January 2023, Save to Buy is a unique scheme which helps first-time buyers save for a house deposit whilst living in their new home. Under the initiative, an initial 1% deposit is all that’s required to move in, with 100% of the subsequent fixed monthly payments going towards the final deposit.

Utilising UK media channels and social media, we were briefed to drive awareness of the scheme and generate new leads amongst the first-time buyer target audience.

Bulletproof Q&As, concrete key messages, a comprehensive press release and insightful case studies ensured the scheme was laid out clearly and provided those real-life stories the property press crave, leading to a first-month splash of over 50 pieces of press coverage and influencer content, followed by consistent coverage over an 18-month period.

We also organised and managed a launch event with a turnaround time of six weeks, to celebrate the scheme and give first-time buyers the opportunity to ask their own questions, providing complete transparency on a new scheme which was understandably met with, “surely this is too good to be true?” The centrepiece of the event was our expert panel who fielded questions from attendees and our impartial host, property expert and TV personality Phil Spencer. The event was a huge success, with all 120 tickets selling out almost overnight.

To date, we have generated 87 pieces and counting of unique press coverage across an extensive range of international, national, regional and trade publications. Standout titles include The Times, The Telegraph, The Guardian, FT Adviser, The Sun, London Standard and Metro.

Through targeted influencer outreach, we also generated 24 known pieces of content about Save to Buy on various social media platforms which has resulted in an estimated two million views, 52,700 engagements, 927 shares and 1.77 million TikTok plays.

Since launch, Fairview have received over 18,000+ enquiries about the scheme.