By Pete Woollven, Managing Director
In conversations with clients, I am asked regularly if the government’s ambitious pledge to deliver 1.5 million new homes over five years, marks a turning point for the UK property market. It certainly offers the potential to reshape the market, while presenting challenges that demand strategic foresight. This isn't just policy; it’s a call to action for brands to adapt, innovate and lead the market.
At Fingo, we help our clients stay ahead by aligning our expertise with evolving market demands and I’d like to explain the three key market shifts, the strategic responses they necessitate, and how we are proactively supporting our clients through these transitions.
To remain competitive, industry and marketing leaders must navigate the immediate implications of the following changes while preparing for their long-term impact.
With these market shifts come new buyer behaviour trends and market dynamics changing the way brands must engage with their audience.
With an increase in housing availability and government schemes, more first-time buyers, families, and young professionals will be entering the market. This growing audience is seeking affordability, convenience, and lifestyle-enhancing features. Brands must adopt inclusive messaging and dynamic strategies to capture these diverse segments effectively.
Buyers are increasingly prioritising homes that reflect sustainable values, not just eco-friendly features. This, along with the government’s emphasis on sustainable construction, means buyers and stakeholders will be considering factors such as responsibly sourced materials, community energy schemes, and infrastructure that supports long-term environmental goals. Developers and marketers must articulate these broader sustainability benefits, connecting them to buyer aspirations for quality, responsibility, and future-proof living.
The influx of new developments is broadening the competitive landscape, requiring established brands to focus on differentiation. Smaller players are leveraging niche approaches to appeal to targeted demographics, challenging traditional market leaders to innovate and stay ahead.
Digital strategy can help position property brands to be market leaders amid these new demand drivers.
The Labour Party's Get Britain Building Again manifesto introduces the Freedom to Buy mortgage scheme, enabling prospective homeowners to purchase a property with just a 5% deposit. This initiative is expected to bring a surge of new homebuyers, particularly from previously priced-out audiences.
For property brands, this presents an opportunity to engage this emerging market. This requires an adaptable, forward-thinking digital strategy to stay relevant and drive growth.
At Fingo, we are already helping our clients prepare for this market shift. Our work for a Surrey-based estate agency involved designing a tailored digital campaign targeting first-time buyers. Through a Paid Search campaign focusing on long-tail keywords, we ensured the agency's services appeared at key moments in the buyer journey.
To complement this, we launched a LinkedIn Paid Social campaign to drive valuation enquiries and attract potential franchisees. This dual approach achieved a 10% increase in conversions beyond the client's target and a cost-per-click 267% lower than the industry benchmark.
With the right expertise, property brands can capitalise on opportunities like Freedom to Buy to drive long-term success. At Fingo, we’re here to help you lead the way.
The government’s commitment to building all new homes to the highest sustainability standards signals a fundamental shift in buyer expectations. Sustainability is no longer a bonus, it’s a baseline. For brands, the challenge isn't just meeting this standard but leveraging it to stand out in a competitive market.
Sustainability has become a core part of the brand identity for our luxury property clients. Developers who highlight renewable energy systems, environmentally-conscious materials, and community-focused green initiatives are setting themselves apart.
At Fingo, we are already developing this narrative for our clients. We understand that sustainability needs to go beyond checklists to truly resonate. That's why our work with a luxury development in Andalucia in Spain prioritised storytelling and connecting the tangible benefits of sustainable living to buyer aspirations for a better future. Our tailored Paid Social campaign blended this message with targeted high-end appeal to drive high-quality traffic and enquiries.
As expectations evolve, brands that position sustainability as a competitive advantage rather than just a requirement will lead the market. At Fingo, we're here to help you take that lead.
With increased funding and incentives driving large-scale development, the property market is more crowded than ever. This influx of new players is intensifying competition, making it essential for brands to respond strategically. In such a volatile market, even one misstep could significantly impact your brand’s visibility, trust, and long-term growth.
To stay ahead, property brands need a digital strategy that not only adapts to market changes but positions them as leaders. Partnering with a specialist agency in the property sector can be the difference between staying relevant and falling behind, as tailored strategies deliver measurable results.
A prime example of the power of a robust digital strategy in an increasingly competitive market is our work with a leading London property developer. Due to a saturated market, they were struggling to generate high-quality leads and couldn't track their conversations effectively, leading to inefficient ad spending and missed opportunities.
We tackled this by integrating their Salesforce CRM with Google Ads. We used first-party data, to refine audience targeting to focus on high-intent users and launched hyper-targeted paid search campaigns using advanced geo-targeting, segmentation and dynamic retargeting. This strategy resulted in 10 sales directly attributed to Google Ads, a 125:1 return on ad spend and a clickthrough rate 54% above industry benchmark.
In a highly competitive market, investing in precision and agility is no longer optional, it's essential.
The government’s housing pledge is more than a policy, it’s a catalyst for transformation in the UK property market. The opportunities it presents, from attracting new buyer segments to leveraging sustainability as a competitive edge, are significant. But capitalising on these opportunities requires more than just adaptation; it demands leadership, innovation, and strategic foresight.
At Fingo, we've built our reputation on helping property brands navigate change and thrive within it. Whether it's refining your digital strategy, amplifying your brand's sustainability story, or cutting through in a crowded market, we're here to help you lead with confidence.
This is a moment of unprecedented opportunity for your sector. The question is: will your brand seize it? Let’s work together to ensure that it does.
Contact us today at marketing@fingo.co.uk