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Origin Director Ben Brocklesby discusses Instagramable homes.
For Origin partners, having a deeper and clearer understanding of what homeowners want and expect from their homes is the holy grail. It means that they can be better prepared when talking to their customers, tailor their sales and marketing collateral when appropriate, and adapt their selling processes depending on the customer’s needs.
This is certainly the type of insight we like to be able to provide to our partners, giving them the competitive edge in a busy marketplace.
With this in mind, we are constantly thinking of new ways that help us be more clued up about the Origin end user, allowing us to provide an unrivalled gold standard of service to our partners, guiding them towards improved business growth.
Our latest campaign did just this, delving into a new focus area for us: Instagram. We looked at how the rise in influencers using the social media platform to post about their homes is actually making homeowners feel dissatisfied with their properties.
In fact, just 29% of people are completely happy with the appearance of their current home, which is really surprising.
Interestingly, 50% of UK Instagram users feel this disappointment after looking at images of other people’s houses on social media, with a whopping 83% stating that they feel like this at least once a month. Young homeowners are most likely to suffer, with 18-24-year-olds most unhappy.
With such a high proportion of homeowners not satisfied with the look and feel of their homes, it means that there are lots of people thinking about improving or renovating. With natural light playing such a key role in making the house feel bigger and warmer (and more Instagramable), it would make sense that doors and windows are high on the list of ‘must-haves’.
It is therefore important that Origin partners are fully equipped to handle any questions and be able to provide practical advice, both on a technical and aesthetic side.
This additional insight puts Origin’s partners streets ahead of any competitor, arms them with new statistics and means that they understand their users just that little bit better. In an industry where the smallest factor can have the greatest impact, it is important to be as prepared and knowledgeable as possible.
