Helia’s research indicated that Lenders Mortgage Insurance (LMI) awareness was low, with active avoidance and seen as a last resort. In addition, Helia found that buyers had negative perceptions of LMI value as well. 

The team decided to launch a campaign designed to demonstrate the strategic rationale of utilizing LMI for various home buying options (first home, subsequent home, investment), shifting them from ’wait and save’ to ’active purchasers’ growing the total serviceable market and providing a viable pathway to home ownership for aspiring home buyers. Story-based video juxtaposing buyers with strikingly different scenarios and outcomes create a compelling case. 

Engagement stats across digital channels suggest the campaign is reaching a sizable audience. In addition, feedback from first home buyers suggest that the video has helped clarify misconceptions about LMI, and shifting their perception from seeing it as an extra cost to recognising LMI as a valuable pathway to home ownership.