First-time buyers account for more than half of all mortgage applications. Yet mortgage advisors are barely visible in the very place where Gen Z searches for advice and information: TikTok. For De Hypotheekshop, this was the perfect opportunity to be one of the first to establish authority there.
The question
De Hypotheekshop primarily approached Hibou with the request to increase brand awareness and brand preference among Gen Z first-time buyers. Secondarily, they also wanted to get Gen Z more excited about considering a career as a mortgage advisor.
The approach
Gen Z has the lowest confidence ever in the affordability of the housing market, but is actively looking for information and solutions. For this generation, TikTok is increasingly becoming the search engine of choice. And because the financial sector is hardly present there yet, this was the place for De Hypotheekshop to claim authority.
For the TikTok channel, we work with real mortgage advisors from De Hypotheekshop. In doing so, we use fixed, recognizable formats, addressing current and relatable topics without using jargon. We work with content that is both substantive and entertaining.
The results
The account started from scratch. In the first two months, with just 12 videos, the account achieved over 120,000 views and continues to grow. It also turned out that young people really engage with it: they commented, shared, and saved the videos to watch again later.
