As the housing market continues to suffer from the credit crunch and the number of approved mortgages falls, Mercian Housing Association has embarked on a campaign to bring some much-needed good news to first-time buyers.

As the Government appointed key HomeBuy agent in the West Midlands, the Birmingham based housing association is joining forces with Registered Social Landlords (RSLs) and private developers to highlight the affordable home ownership options available to those keen to get a foot on the property ladder.

Mercian recognises that many RSLs and developers have housing stock that they cannot sell, the majority of which are apartments. This has led some developers to conduct their own small homeownership campaigns, without much success.

Linda Woodall, Homeownership manager at Mercian explained:

“If Mercian can get RSLs and private developers, along with Independent Financial Advisors (IFAs) and solicitors, working together to raise awareness of homeownership opportunities on a wider scale, we will have a far greater impact on the first time buyer market.

“The result would be positive for all concerned: RSLs and developers will be selling their stock and staying one step ahead of the crunch, more people will be in a position to buy their own property, which all injects some much-needed confidence back into the market,” she added.

Mercian is initiating a regional, six-week campaign with the objective of raising awareness of affordable housing and developments in the West Midlands.

September’s campaign will see a “green” bus, funded by Mercian and its partners, tour the West Midlands, targeting areas that are highly populated with potential first time buyers, including business parks, industrial parks, hospital car parks and shopping centres that are located near to housing developments.

The bus will be manned by individual Housing Associations and private developers, who will be on hand to discuss a diverse range of schemes and developments, and IFAs will also be available to offer advice to those wanting to take the first step.

Co-hosted by Kerrang! Radio, there will be a supporting radio advert and Kerrang! DJs will inform listeners about where they can find the information bus each day.

If Mercian can secure sufficient donations from partners they will also support the campaign with TV advertising in the West Midlands.

Mercian conducted a similar campaign last year with great success and have been nominated for the ‘Most Innovative Marketing Approach’ award at the 2008 Affordable Homeownership Awards being held next month.

Mercian is keen to involve as many Housing Associations, developers, solicitors and IFAs as possible, and is urging any organisations or individuals committed to boosting confidence in the West Midlands housing market to contact Linda Woodall at Mercian Housing Association at lwoodall@mercian.org.uk .