NHG Homes

Welcome to the DOOR Club

With first-time buyers facing rising costs, mortgage volatility, and a confusing financial landscape, NHG Homes was launching a dedicated financial wellbeing campaign to engage, educate and empower first-time buyers.

I created a unifying concept for the campaign.

The DOOR (Deposit out of Reach) Club.

A way to tackle tough topics head-on – and create a new subculture for those struggling to reach the first rung of the property ladder.

The concept

You’ve heard of DINKs (Dual Income No Kids) and FIRE (Financial Independence, Retire Early).

Now, NHG Homes owns a new subculture — and an acronym to go with it. DOOR — Deposit Out of Reach. It’s a chance to give lifelong renters a sense of shared purpose to organise around. To tackle the anxiety that comes with saving a house deposit when you don’t have a large income, an inheritance, or a strong financial education to rely on.

The DOOR Club helps NHG Homes build a new community. Inviting customers to fill in the knowledge gaps that lower-income buyers struggle to overcome.

The campaign

Foundations for a major social push

The thinking

Without guidance, buying a home is baffling

First-time buyers are struggling with rising costs, mortgage volatility, and a baffling landscape of support schemes. They’re feeling increasingly frustrated, confused, and hopeless. For many, the chance of owning a home seems very distant. 

Buyers don’t know where to turn - especially if they don’t have friends or family members who can offer advice or financial support. 



NHG Homes wants more buyers on the ladder

Financial institutions can offer advice - but their priority is making sure you purchase their products

NHG Homes has genuine skin in the game. 

They’re truly invested in getting first-time buyers on the ladder, using schemes like shared ownership to lower the barrier to entry. Not to mention that they actually understand the end-to-end process of buying a home. 


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Let’s talk

Interested in working together? Fill out some info and we can find out whether we’re the right fit.