How to Market Shared Ownership the Smart Way
Why Shared Ownership Marketing Needs an Educational Revolution
Shared ownership is one of the most accessible routes onto the property ladder for those who can’t afford to buy outright. Yet, despite its clear benefits, misconceptions persist and the public’s understanding remains limited. The fault doesn’t just lie with potential buyers—it’s a marketing issue. Too many registered providers (RPs) focus on selling the concept rather than educating consumers about how it works, why it’s beneficial and what it means for the future homeowner.
The Knowledge Gap
Shared ownership is still widely misunderstood. Many believe it means permanently renting, others think they’ll never own 100% of the property (which is true in some cases) and some assume it’s only for low-income households. These misconceptions create unnecessary hesitancy among prospective buyers. The truth is, shared ownership offers a manageable step towards full homeownership, allowing people to buy a share in a property while paying rent on the remainder, with the option to ‘staircase’ to full ownership over time. However, without clear, accessible educational content, these key points often get lost.
The Current Marketing Approach is Falling Short
Some shared ownership marketing focuses on selling properties rather than informing consumers. Glossy brochures and property listings showcase affordability but fail to explain the long-term advantages, responsibilities and financial implications. Potential buyers need more than just sales pitches, they need clarity on lease terms, service charges rent reviews, staircasing processes, resale restrictions, and the overall financial journey of shared ownership. Without this knowledge, buyers might dismiss shared ownership outright or worse, enter into agreements without fully understanding them.
While some providers and industry bodies have made efforts to improve awareness, much of the marketing remains sales-focused, failing to fully address the complexities and long-term benefits of shared ownership.
Education as a Marketing Strategy
Registered providers must shift from traditional sales-driven marketing to an educational-first approach. This means:
- Informative Campaigns: Websites, social media, and brochures should include plain-language explanations, FAQs, and myth-busting content.
- Workshops & Webinars: Hosting informational sessions can build trust and provide prospective buyers with the knowledge they need.
- Transparent Advertising: Instead of focusing purely on affordability, marketing materials should break down the long-term journey of shared ownership.
- Real-Life Success Stories: Testimonials from actual homeowners who staircased to full ownership can be incredibly persuasive.
The Business Case for Educational Marketing
An informed buyer is an engaged buyer. When people understand shared ownership, they’re more likely to trust the process, commit to the purchase, and recommend it to others. Misunderstandings often lead to hesitancy or dissatisfaction down the line, which can impact an RP’s reputation. By prioritising education, providers can build stronger relationships with buyers, improve uptake and enhance customer satisfaction. This aligns with growing regulatory and consumer protection expectations, reinforcing the need for greater transparency.
Conclusion
The shared ownership model has the potential to help thousands more people into homeownership, but only if they truly understand what they’re being sold. Registered providers have a responsibility—not just to market properties, but to educate buyers. A shift towards a more informative and transparent approach will not only benefit consumers but will also create a more sustainable and trusted shared ownership market. It’s time for an educational revolution in shared ownership marketing.
