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Priced Out Property

Online Mortgage Advisor
UK
Creative/Outreach
Finance
  • 2887

    LinkScore info icon

  • 78

    Linking domains

  • 34

    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 most in recent years.

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

Our Priced Out Property campaign was broken down into two sections: one that focuses on Great Britain and one that looks at 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 better or worse. Using data from the Office of National Statistics (ONS) this campaign revealed the top ten local authorities by region that have seen the affordability gap grow the widest between 2011 and 2020.

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.

With so much data, it was important to include a search function to allow readers and journalists to find information about their own city fast. It fetched stats on the change in property affordability for the average person between 2011 and 2020 in their local authority, plus view a 2021 forecast based on extrapolated data.

Summary


The global analysis of Priced Out Property focuses on the affordability of buying and renting property in over 200 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 2020 for locals to get on the housing market.

The resulting campaign was incredibly localised, allowing journalists from all over the world to craft compelling and resonating stories.

Results

  • 2887

    LinkScore

  • 78

    Linking domains

  • 34

    Extra coverage

  • 1.3m

    Coverage views

  • 9

    Countries covered

Coverage highlights

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