The assignment
The housing market is one of the most discussed topics in the Netherlands. Breaking through there takes more than expertise: it takes speed, sharp analysis and relevant interpretation.
De Hypotheekshop had that knowledge, but wasn’t noticed enough for it in the public debate. Our brief: make sure that knowledge is also recognized as an authority outside the organization.
Strategy and approach
You can’t claim authority. You earn it by being consistently valuable. De Hypotheekshop has an enormous amount of knowledge and expertise in-house. It was time for the rest of the Netherlands to see that too. So we threw open the doors, along several tracks.
Data for PR and journalists
Journalists like to work with exclusive data. And De Hypotheekshop happens to have enormous amounts of it. That was where we wanted to stand out. We dug into the data and looked for the insights, differences and consequences that move the news forward. We follow the news closely and link it to De Hypotheekshop’s data. The question is always the same: what does this mean for home buyers? Which topic is being overlooked? And what story don’t the numbers tell yet? This made De Hypotheekshop a sought-after source for newsrooms.
The personal relationships with journalists also got a boost. Together with the experts, we visited newsrooms, where they gain insight into the data and discover which analyses are possible. Conversely, we learn which questions are alive in newsrooms.
Thought leadership
You also build expertise by giving employees a stage. For LinkedIn, we trained several experts to share their knowledge and insights directly, with interesting insights and catchy copy. Less broadcasting, more connecting. There, we speak to industry peers, policymakers and consumers.
De Hypotheekshop also made its debut on TikTok. Together with mortgage advisers from across the Netherlands, we develop content aimed at first-time buyers in the housing market. Personal, recognizable and entertaining.
The result
De Hypotheekshop is no longer just an advisor. It’s a permanent voice in the housing market conversation. Journalists call for explanation, context and perspective. More media reach and real substance have strengthened its authority, and not just for now. De Hypotheekshop is more than a service provider: it has become a reference point in the debate on housing.
