Target homeowners 55 to 85 on Meta and Google Search, use educational content (no pushy offers), and expect £140 to £260 CPL with 20 to 40% lead-to-appointment rates. Vulnerability considerations and FCA rules are especially strict in this niche.
The basics Equity release marketing is one of the most regulated niches in UK finance. Content must be educational, balanced and explicitly mention the impact on inheritance, tax and means-tested benefits.
Channel strategy - Meta: demographic targeting 55 to 85, homeowners. - Google Search: in-market terms (equity release calculator, lifetime mortgage adviser). - Direct mail: still effective for this demographic.
Content that works - "Is equity release right for me?" educational guide. - Inheritance-impact calculator. - Comparison of alternatives (downsizing, RIO mortgages, IHT planning).
Vulnerability considerations - Screen for vulnerability at every touchpoint. - Require family/adviser involvement in decisions. - Never use scarcity or urgency messaging.