framing
‘How a choice is presented affects the decision consumers will make’
‘My property is my pension’ is a well known belief held by many people, but often people are reluctant to move even though they would value the income moving to a smaller or less expensive property could bring. Equity release can help, but be careful how you frame it.
action
A 2017 research study found that when over 55s were asked if they would like to continue to live in their current home as they grow older 61% ‘strongly agreed‘. However, when the same question was asked, but the word property substituted for home, the number dropped to 48%.
So if you want people to think objectively about this issue, use words like ‘property’ rather than more emotionally charged expressions.