Leeds Building Society has launched a new campaign to highlight the barriers faced by first-time home buyers.
The campaign showcases “Losthaven,” a fictitious town home to the next generation of buyers priced out of purchasing their first home.
The building society’s strategy of putting home ownership within reach of more people drove the creation of the town, the company said in a press release.
Rebecca Dye, head of brand at Leeds Building Society, said: “As a brand who believes every generation deserves a place to call home, Leeds Building Society is demonstrating its commitment to putting homeownership within the reach of more people.
“We are speaking up for the people of Losthaven, and standing by them with actions, not words.”
The campaign also invites first-time buyers to share their personal experiences on “Greetings from Losthaven” postcards, which will be shared with the UK government.
The supplementary report estimated 426,000 first-time buyers – 233 people per day – will be priced out of the UK housing market over the next five years.
Losthaven made its debut in Manchester Piccadilly Station and has now moved to Liverpool following the Labour party conference.
The campaign builds on the building society’s 2022 campaign, which called for significant policy changes in the UK housing market.
Leeds Building Society said it will continue to work with policy makers and politicians to ensure homes are more accessible for first-time buyers.