In 2016/17 HM Land Registry’s Counter Fraud Group (CFG) launched a comprehensive, integrated marketing campaign to raise awareness of how property fraud occurs, who is most at risk and to provide clear ‘calls to action’, so citizens can reduce their risk of property fraud.
Focussed around the free ‘Property Alert’ service, the campaign targeted groups who were deemed most at risk. Without direct access to citizens themselves, the CFG sought to motivate third parties who are trusted and familiar with this audience – solicitors, conveyancers and other property professionals.
Using an array of carefully selected channels, including social media, a dedicated website, leaflets, training materials, webinars and direct mail, the campaign was very successful. It achieved significant press coverage and during the campaign period nearly 52,000 new Property Alert accounts were created. This exceeded the target by over 70% and more than tripled the performance of previous years.
As a result 100,000 more houses are better protected against fraud – an estimated £20 billion worth of property assets (based on the average house price of £200,000).
Judges’ comments: Property fraud is an area of significant risk and the CFG’s campaign left no stone unturned in its efforts to raise awareness and engage citizens with its Property Alert service. They were astute in selecting the most effective, audience-appropriate channels and received justifiably very positive feedback for their efforts.