A phone screen displays a video with a dog in the foreground and a small concrete slab area labeled sarcastically as 'garden access.' A caption indicates landlords charge extra rent for this space. The background shows a narrow alleyway with a window, hose, and some plants.

TIK TOK / INSTAGRAM ➞ STRATEGY ➞ CONTENT ➞ POSTING ➞

Notting Hill Genesis Homes
social media content

Notting Hill Genesis Homes is one of London’s largest providers of high-quality, new build Shared Ownership homes.

In late 2024 Outthought partnered with NHG Homes to develop a strategic approach to promoting Shared Ownership on TikTok and Instagram. The brief was to engage key demographics by tapping into platform trends, building community, and shifting the conversation around Shared Ownership as a way onto the property ladder in the Capital.

Smartphone screen showing a social media post with the text 'POV: the messy housemate says that they're moving out.' The image features a blurred woman, appearing relieved, inside a well-lit room with a gray couch and large windows.
Smartphone displaying a property app with a wooden deck and round seating area.

The negatives of the alternatives

Shared Ownership isn’t perfect and at the point Outthought began working with NHGH, social media was rife with negative sentiment.

The solution came in a strategy that shifted the entry point to the Shared Ownership conversation to the negatives of the alternatives (the high cost of private rent, the pitfalls of house share, bad landlords, instability of short hold tenancy etc.) This strategy has helped to reposition NHGH Shared Ownership as a solution to a set of relatable problems for young Londoners.

Outthought has reinvigorated NHG Homes' social media presence, driving significant engagement and increasing reach among potential buyers. The numbers speak for themselves…

2288%

INCREASE IN LIKES

557%

INCREASE IN VIDEO VIEWS

300%

INCREASE IN COMMENTS

159%

INCREASE IN PROFILE VIEWS

122%

INCREASE IN SHARES

DECEMBER 2024 — APRIL 2025

@nhghomes Did you know there’s another way? 👀 With shared ownership, you can get on the property ladder with a smaller deposit — so you can stop paying a fortune for a glorified dirt hut! For more info check out our link in bio! #minecraft #minecraftmemes #minecraftmovie #minecraftmovie2025 #rentinguk #londonrenting #jackblack #flintandsteel #chickenjockey #steve #aminecraftmovie ♬ Minecraft (From "Minecraft") [For Piano Solo] - daigoro789
@nhghomes Fully integrated appliances = one less thing to worry about when you move in 👏 For more information, check out our link in bio! #newhome #firsthome #firsthomebuyer #homeinterior #appliancesforhome #homeinspo #sharedownership #nhghomes #chooselondon #moving #movingday #newflat ♬ original sound - 🧍🏾‍♀️🧍🏾‍♀️