OneDome ‘The New Way’ campaign aims to create consumer demand for better service
A new TV ad campaign that highlights the frustrations of traditional homebuying – where mortgage brokers, conveyancers and surveyors often operate separately and the problems that can be caused – has been launched. It calls for the UK property industry to modernise the way homes are bought and sold.
The New Way campaign, from OneDome, is backed by a £7.5 million media-for-equity partnership with Channel 4. It aims to raise awareness of a more joined-up homebuying experience and to create consumer demand for firms that embrace a technology-enabled, end-to-end approach.
National launch this summer
Following a regional launch, the campaign will roll out nationally later this summer across Channel 4 programming, including First Dates, the Women’s FA Cup, Channel 4 News and other peak-time shows.
It aims to drive consumer demand for a simpler, more transparent way to buy a home or remortgage, generating interest for OneDome’s HomeBuyer Service, which combines mortgage advice, conveyancing, surveys, insurance and transaction support into a single coordinated experience, supported by dedicated specialists and digital case tracking.
Babek Ismayil, founder and CEO of OneDome, said: “Consumer expectations are changing. People increasingly expect joined-up, digital experiences in every major purchase, and homebuying should be no different.
“With The New Way, we are introducing a fundamentally better way to buy a home or remortgage – bringing together mortgages, legal work, insurance and transaction support into one coordinated experience from start to finish. We believe this represents the beginning of a new category in UK housing: integrated homebuying. We are inviting forward-thinking mortgage brokers, estate agents and property professionals to join us in changing homebuying for good.”
Reshaping expectations
Paul Troy, chief marketing officer at OneDome, added: “This is not simply a consumer campaign – it is about reshaping expectations. The firms that succeed over the next decade will be those combining great advice with seamless customer experiences. We believe technology and collaboration are essential to making that happen.”
The company is inviting mortgage brokers to join the OneDome Growth Partners community (network), giving advisers access to OneDome’s integrated proposition and consumer demand generated through national brand marketing.
