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Home Access – July launch

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Home Access – July launch

Launch communications for Bee Mortgage Home Access to Australians aged 55+ who own one or more properties and are open to releasing equity from the family home.

Audiences & goals

Audiences
Property owners over 55

Skew slightly older (65+) and metro/suburban homeowners.

Behavioural goals
Grow reverse mortgage adoption
Current behaviour

Most eligible members have never considered releasing equity. They associate it with distress or with unregulated lenders.

Behavioural intelligence

No factor diagnoses selected.

Proof points

No proof points selected yet.

Tone & style

Styleguide
Bee Mortgage – Member Voice

Warm, plain-language voice for members aged 55+. Trusted, expert, member-first, never salesy.

  • · Plain-language
  • · Warm, never salesy
  • · Confident and specific
Tone prompt

Warm, unhurried, plain-language. Never use urgency or scarcity. Lead with the emotional payoff of staying put.

Things to avoid

Words like 'unlock' as a headline verb, 'reverse mortgage' before value has been established, any exclamation marks.

Assets

1st comms
  • Awareness email #1
    Emotional payoff of staying put
    email
  • Retire your way – social carousel
    social post
  • Reverse mortgages, safely explained
    landing page
2nd comms
  • How Home Access works
    landing page
  • Bring your family in – guide
    email
  • Free equity estimate – nudge
    email