An Equity Release guide to show customers their dreams could be possible.
Equity Release is a big focus for SunLife, so to help support their core launch activity on TV and in the press they needed an engaging and informative guide. It needed to work on and offline, be clear, inspirational and concise. The process behind Equity Release usually takes around 6 months to complete and so the guide is a significant and retainable part of the customer journey.
What if...?
The concept of What if…? was used to tap in to the idea of living a retirement people deserved and imagined. Using lifestyle imagery of scenarios and shared moments with loved ones, and by using this mindset to position Equity Release as a means by which to live the retirement people wanted – whether this was a once in a lifetime trip, improving their home or simply doing more modest things every week that made them happy.
Using a clean design with a stripped back use of the well known SunLife yellow and blue, alongside a poetic and concise copy style, it created a contemporary and easy to read guide.
Possibility and potential
The Equity Release market has more than doubled in the last few years, making it a very desirable option, especially as interest-only mortgages came to an end. SunLife’s audience is 55 years+ home-owners with property valued between £100k-£500k, though the core age group is 65-74 with the average customer being 71 years old. Within this group, they have identified three audience mindsets:
Givers – who might give their children and early inheritance.
Enhancers – who might wish to undertake home improvements to add value to their home.
Maintainers – who could use the money tied up in their home to maintain their lifestyle nearing or in retirement.
The guide has been well received. SunLife are hitting targets and interaction with their online calculator is up, helping to provide outbound calling opportunities. Looking like a positive future.
