Miller Homes celebrates shared equity success

Miller Homes is reporting renewed optimism in the East Midlands housing market, attributing the increased positivity of housebuyers to its shared equity schemes. Since July 2008, the award winning housebuilder has completed over 114 reservations in the East Midlands through the government backed HomeBuy Direct and its own shared equity scheme, MiWay.

Sales director for Miller Homes East Midlands, Joy Goodman, commented: “We are seeing that shared equity works in addressing the issue of affordability and allowing people to either step onto the property ladder or upgrade from their current property.

“Confidence is definitely returning with housebuyers feeling more secure in investing in property and the market slowly but surely changing for the better.

“We believe that there is light at the end of the tunnel and wanted to share this optimism by putting our money where our mouth is with our latest marketing initiative.”

Miller Homes is investing in a major advertising and marketing campaign. Entitled “The Optimist”, it challenges the pessimists and shows that there is another way – in the form of shared equity schemes.

The campaign will kick off today (Friday 19th June) with the housebuilder’s first ever TV advertisements - with airings scheduled for slots during the Coronation Street programme break, amongst other high profile primetime terrestrial TV spots.

Voiced by actor Max Beasley, the advertisement uses animation and is a complete break from traditional housing advertising campaigns as Joy explains: “We truly believe now is the time to have confidence in the UK property market and what better way to demonstrate this optimism than putting our money where our mouth is?

“Advertisements from housebuilders tend to use an old and tired formula that showcases the product by featuring kitchens and big sofas.

“We know that people already have confidence in our product and view our business as a secure choice. With this advertising campaign, we are stepping outside of the expected norm with both the style and message by delivering a very direct and clear statement that there is reason to be optimistic and now IS the time to buy.”

Being piloted in the North East, the TV advertising is being supported in the East Midlands with an integrated marketing campaign including radio, online, email, SMS and print. To view the advert, visit Millerhomes.co.uk/tv.