Priced Out Property 2021 & 2022

Online Mortgage Advisor

UK

Creative/Outreach

Finance

6047

LinkScore Tooltip copy here
143

Linking domains
44

Extra coverage

Many towns and cities in Great Britain – as well as across the globe – are pricing out locals from getting a foot on the property ladder. Working with Online Mortgage Advisor, we explored where in the world (and closer to home) the affordability gap has grown the most in recent years.

Priced Out Property 2021 launched in February 2021 and picked up lots of links from British publications and, further afield, the likes of La Opinion and MSN.

Priced Out Property 2022 followed with updated figures in January 2022 and gained some incredible British and international linked coverage, including an article in the New York Times.

Objectives

1. Achieve top-tier, authoritative, editorially valid links that increase site authority.
2. Uncover a universal story about the property market, which can be told on a local and international level.
3. Increase organic search rankings to increase the client’s traffic.

Methodology

Both the 2021 and 2022 versions of Priced Out Property follow the same structure and are each broken down into two sections: one that focuses on Great Britain and one that analyses the market on a global scale. We designed the campaign's UX to allow the user to select which study they'd like to explore first at the start of their journey.

While wages have stagnated in Great Britain during recent years, property prices have continued to grow to record levels. This widening affordability gap is making it harder and harder for Brits to enter the property market and own their first home. Our GB analysis breaks down the issue on a local level, letting us explore where in the country this problem is the most prevalent.

Using data from the Office of National Statistics (ONS), this campaign reveals the top ten local authorities by region that have seen the affordability gap grow the widest between 2011 and 2022.

To bring in an additional angle, we also looked at the ONS data on salaries for men and women in Great Britain. From there, we broke it down further to analyse where each had been priced out of the market the quickest. The GB section also includes a search tool that allows the user to search for their own local authority to find out how property affordability has changed for the average person in their area in recent years.

Our global analysis focuses on the affordability of buying and renting property in over 200 major cities around the world. Combining local salary data with average local rental and purchasing costs for each city, we ranked the top ten cities globally and in Europe, the USA, Asia, and South America that became more or less affordable between 2016 and 2021 for locals to get on the property ladder.

Summary

The resulting campaign was incredibly localised, allowing journalists from all over the world to craft compelling and resonating stories. Both campaigns combined received an amazing 143 links and 44 pieces of unlinked coverage.