[NEW] Helping Adult Children with Home Purchases - Personal Connection Video

This video tackles a high-emotion, real-life concern many parents are quietly grappling with: how to help their adult children afford a home in today’s market.

With housing prices still near record highs and first-time buyers being squeezed out, this message meets clients and prospects where they are.

It outlines four practical ways parents can support their kids—without compromising their own financial future. For advisors, it’s a rare opportunity to lead with family values, open doors for intergenerational planning, and position themselves as a calm, strategic guide in an emotional and financially complex situation.

Why This Topic Matters Now

For many families, homeownership represents more than just a financial milestone—it’s tied to security, independence, and a sense of accomplishment.

Yet, with affordability challenges at historic highs, the “American Dream” feels further out of reach for young adults.

Parents often feel torn. On one hand, they want to see their children succeed and enjoy the stability of homeownership. On the other hand, they worry about jeopardizing their own retirement or creating tension between siblings.

These are not just financial questions; they’re deeply personal ones.

This is where advisors can step in—not with one-size-fits-all answers, but with empathy, clarity, and actionable guidance.

By acknowledging both the emotional and financial aspects, advisors can demonstrate their value far beyond investment management.

A Conversation Starter, Not a Prescription

The beauty of this campaign lies in its tone. Rather than saying, “Here’s what you should do,” it offers a menu of options. This approach does two things:

1. It validates the feelings parents may already have—concern, pressure, even guilt.
2. It encourages open-ended dialogue, creating space for families to think critically about what feels right for them.

By framing each option as just that—an option—advisors keep the door wide open for discussion. This makes it easier for clients and prospects to engage without fear of judgment or pressure.

Opportunity for Advisors

This topic creates a natural opening for deeper planning conversations. Parents considering helping their kids with a home purchase are often also weighing:

• Their own retirement readiness

• Fairness across siblings

• Estate planning implications

• How financial decisions align with their broader legacy goals

Each of these threads gives advisors a chance to provide holistic value. And, importantly, these conversations often extend to the next generation—helping advisors build multi-generational relationships that can last for decades.

Key Marketing Takeaways

• Taps Into Real-World Anxiety: The script opens with the emotional gut-punch many parents are feeling—“How will my kids ever afford a home?”
• Conversation Goldmine: This isn’t just about money. It’s about family, values, fairness, and legacy. That’s fertile ground for meaningful planning discussions.
• Pulls, Doesn’t Push: It offers ideas, not prescriptions. Each of the four strategies is framed as an option, inviting viewers to reflect and ask questions.
• Multi-Generational Appeal: Helps advisors build bridges not only with prospects or clients, but with their adult children.
• Legacy Framing: Reframes “helping with a house” from a one-time gift into a thoughtful act of long-term impact.
  

Content Takeaways

• Gifting a Down Payment can boost buying power but requires awareness of IRS gift limits and tax planning. Disclosure language included.
• Intra-Family Loans offer flexibility but need to follow IRS rules and come with tax consequences.
• Co-Signing a Mortgage can help kids qualify, but adds financial risk and estate planning complexity.
• Buying and Renting to a Child gives parents control and flexibility, but introduces complex dynamics (e.g. becoming a landlord).
• Open Communication Is Crucial: Avoids resentment, ensures fairness among siblings, and protects parents’ own financial security.
• Professional Guidance Matters: Advisors can help model different options, facilitate tough family conversations, and protect long-term goals.
  
  

About This Campaign

Title: Helping Adult Children with Home Purchases

Type: Personal Connection Video

Description: Use this simple video to address parents' concerns about helping their children enter today's housing market

Target Audience: Clients, families, and prospects

Primary Outcome/Action: Create and promote videos at scale, keeping you face-to-face and top of mind with the people who matter most to your business

Running Time: Single email and social posts across platforms driving traffic to a Landing Page

Campaign Touchpoints