First Choice Homes – case study

First Choice Homes Oldham logo

Client: First Choice Homes, a housing association in Oldham.


First Choice Homes set up a new company to develop homes for outright sale and shared ownership. Hough Bellis was asked to launch First Choice Homes as a credible house builder with this new development arm, Fabric Living. In addition, Hough Bellis was asked to generate awareness and sales for the first development of shared ownership homes.

What we did:

Hough Bellis created an integrated launch campaign targeting local press, influential industry press and social media. The messaging focused on positioning First Choice Homes as a credible developer and explained the concept and benefits of shared ownership. We organised an open day to launch the development’s first 10 homes, providing information to potential buyers. Our subsequent media relation drives highlighted the demand for homes locally.


We successfully positioned First Choice Homes as a credible house builder:

  • Their development was shortlisted for prestigious housing awards including Affordable Housing Scheme of the Year (24 Housing); Best Shared Ownership Scheme (Inside Housing); and Best Small Development (National Housing Awards).

We successfully generated awareness and sales:

  • We achieved extensive local press and influential trade coverage.
  • Around 150 people attended the open day.
  • We received nearly 700 expressions of interest for first 10 home – and 15,000 for all 80 properties.