OneDome has launched a major national television advertising campaign aimed at challenging the traditional homebuying process and accelerating demand for more integrated property transaction services.
The campaign, titled The New Way, is backed by a £7.5 million media-for-equity partnership with Channel 4 and represents one of the largest consumer-facing marketing investments yet seen in the UK’s proptech and homebuying sector.
Initially launching regionally on 22 May before rolling out nationally later this summer, the adverts will appear across high-profile Channel 4 programming including First Dates, the Women’s FA Cup and Channel 4 News.
The campaign comes as mounting pressure grows on the property industry to modernise a homebuying process frequently criticised for delays, fragmented communication and high transaction fall-through rates.
FAILED TRANSACTIONS
Separate research published recently by the Open Property Data Association estimated collapsed transactions could now be costing the UK economy almost £2 billion annually, with more than half of agreed sales failing to complete.
OneDome’s campaign uses humour to highlight frustrations caused by disconnected property transactions, where mortgage brokers, conveyancers, surveyors and insurers often operate independently with little coordination.
The company is positioning its integrated HomeBuyer Service as an alternative model, combining mortgage advice, conveyancing, surveys, insurance and transaction support into a single digitally tracked process.
Industry competition in this area has intensified sharply over the last 18 months, with firms across the mortgage, conveyancing and proptech sectors increasingly investing in integrated transaction technology, AI-driven workflows and consumer-facing digital platforms.
OneDome says the campaign is designed not only to attract consumers, but also to drive demand among brokers, estate agents and advisers looking to align themselves with more streamlined transaction models.
BETTER WAY
Babek Ismayil, Founder and CEO of OneDome, says: “Consumer expectations are changing. People increasingly expect joined-up, digital experiences in every major purchase, and homebuying should be no different.
“With The New Way, we are introducing a fundamentally better way to buy a home or remortgage – bringing together mortgages, legal work, insurance and transaction support into one coordinated experience from start to finish.
“We believe this represents the beginning of a new category in UK housing: integrated homebuying. We are inviting forward-thinking mortgage brokers, estate agents and property professionals to join us in changing homebuying for good.”
Paul Troy, Chief Marketing Officer at OneDome, added: “This is not simply a consumer campaign – it is about reshaping expectations. The firms that succeed over the next decade will be those combining great advice with seamless customer experiences. We believe technology and collaboration are essential to making that happen.”
The campaign also forms part of OneDome’s wider expansion strategy as it looks to grow its network partnerships and deepen its presence across the estate agency and mortgage intermediary sectors.
