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TheAgency appointed to raise the profile of affordable home ownership

Posted by: TheAgency

Date added: Tue 19 Jan 2010

Sovereign Living, part of Sovereign Housing Group, one of the top 10 largest social housing groups in the country, has appointed TheAgency to raise the profile of affordable home ownership and increase the understanding of its eligibility for key target audiences such as first time buyers and lower income households in the UK.

In June 2009, housing minister John Healey announced the construction of thousands of extra homes as part of a £1.5 billion investment by the Prime Minister. The investment aims to deliver 20,000 homes in the affordable housing sector. At a time when agencies are reporting 40,000 deaths a year due to sub-standard accommodation, especially during the cold winter months, councils and housing associations will play a key role in delivering this target, and this latest move from Sovereign represents its response to help meet this objective.

Sovereign has several new developments in the South and South West of England under the New Build HomeBuy and Rent to HomeBuy brands as well as regeneration projects for which TheAgency will be developing creative in 2010.

Andrea Collins, development communications manager for Sovereign said, “Having looked at a number of potential agencies we chose TheAgency as it is best placed to work strategically with our business. New Build HomeBuy and Rent to HomeBuy are the ideal choice for many people looking for an affordable way to buy their own home, and this is a huge growth market. We will be working with TheAgency to target and raise awareness amongst new markets that would benefit from accessing these affordable options.” …/

Saman Mansourpour, partner at TheAgency said, “We are delighted that Sovereign has chosen to work with us. The quality of the housing that Sovereign builds is staggering and there is a great opportunity for us to bring its homes to life and make the company front of mind for people looking to buy their first home. Traditionally, New Build HomeBuy and Rent to HomeBuy haven’t been widely considered due to misconceptions around restrictive eligibility, so it’s a real option for many people. We’re very excited about the forthcoming projects and developing the creative and messaging that will target these audiences.”
 

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