The Property Panel
The Client
HSBC
The Challenge
We needed to position HSBC as the definitive home buying authority, to drive consideration of the new HSBC mortgage range, to generate calls/meetings with HSBC mortgage advisers and to drive sales of specific mortgage products.
The Strategy
To develop a website that offered a comprehensive resource for the first time buyer, but at the same time presented often complex information in a simple, engaging and digestible format via video as well as editorial content.
To offer viewers the opportunity to interact with the site and to vote on content to be featured as it developed, to ensure that the information provided addressed key issues of real relevance to consumers.
To develop an integrated response to the challenge, amplifying the online content through other on and offline channels, to ensure that we maximised HSBC’s investment.
The Work
Our solution was to create a series of informative yet engaging webcasts explaining the ins and outs of key property issues which were hosted within a bespoke website called ‘The Property Panel’.
We employed a panel of recognised property experts outside of HSBC to feature within the webcasts, to ensure that the site was seen as a credible resource offering impartial advice.
We also allowed consumers to vote on the topics covered within the webcasts and to submit specific questions for our panel of property experts to answer.
We then showed the expert advice put into practice through a series of web documentaries, ‘Moving Stories’, which followed real life people buying their first homes. This provided additional content to refresh the site, to drive return visits and to add to the credibility of the content by showing real people in action.
We developed a viral seeding campaign to distribute the content across a number of property sites and video distribution platforms. And we also promoted the site through a partnership with the National Association of Estate Agents who featured the content on their website, at property tradeshows and distributed it via their national network of estate agents.
In addition, we secured broadcast distribution for both the Property Panel episodes and Moving Stories documentaries across both Sky and Virgin Media at no extra cost.
The Results
Over 5% conversion rate from visitors to the site.
