How Experian simplified mortgage jargon for first time buyers
In the midst of a wholesale cultural shift surrounding how consumers talk about money, Experian's latest campaign from Kitty is part of an essential shift in financial education.
Assistant Editor, BITE
Through gamifying the mortgage process, Kitty were able to build an educational, yet engaging digital experience for Experian. Thanks to The Property Ladder Quiz, first-time buyers can equip themselves with the knowledge needed to get their foot onto the property ladder.
If you were to believe every doom and gloom headline around the housing market, you may believe that no one is actually buying a house. Yet despite the cyclical nature of the housing market, a growing range of data points point to the fact that millennials and Gen Z increasingly believe they will never get onto the property ladder.
Young buyers, those aged between 25 and 34, are those most likely to underestimate the cost of buying a house. According to research from Experian, 44% of this demographic underestimated the cost. While a quarter of homeowners describe the mortgage process as the biggest challenge when it comes to buying a house, even more so than securing a deposit.
To tackle this challenge Experian, working with Kitty, created The Property Ladder Quiz, designed to equip first time buyers with the knowledge they need to buy their first property. It allows buyers to investigate how much they can borrow and which mortgages they might be accepted for without negatively affecting their credit rating.
The quiz gamifies the mortgage process, creating an educational, engaging digital experience that both provides the relevant information but is also memorable while doing so. While also giving customers the relevant information, the tool will also guide users through the process itself.
The quiz has been designed to reflect the same process people go through when they check their eligibility for credit cards and loans. After a trial last year the tool has now been rolled out to the general public via Experian’s CreditMatcher website.
In the midst of a wholesale cultural shift surrounding how consumers talk about money this campaign is part of an essential shift in financial education.
This quiz is an example of a brand empowering their consumer through providing access to information and creating educational content that gives each individual a chance to understand the process on their own terms. It helps to instil confidence in a first time buyer that they may not otherwise have found amongst the endless jargon, confusing terms and impenetrable deals.