Owning A Home Study – Pilot Phase

Periodic survey invitations

After completing the baseline survey, participants will receive a welcome/treatment email. Two
weeks later, participants will receive an email to take the first of the periodic surveys. In the
pilot, we will test two different email strategies for the periodic surveys:
1. Group 1 (control). Invitation to participate in the survey.
2. Group 2 (experimental). Invitation will include an option to schedule the survey if the
person cannot do it right now. Research suggests that participants who schedule a time to
do something are much more likely to follow through.
Participants will be randomized on scheduling/no scheduling at the beginning of the periodic
surveys and will stay in the same groups for the duration of the study.
We will also test a variety of different FROM and SUBJECT lines. These will be randomized
within each scheduling group.
Finally, we will use the periodic survey emails to reinforce the treatment groups.

TREATMENT LANGUAGE
The following is language to be included where indicated below by “[Treatment Language
Here]”. For the control group, this indicated area is to be left blank.

SHOPPING
“Remember – as you are shopping for your home, don’t forget to shop for your mortgage, too.
Savvy consumers know that comparing shopping can save hundreds of dollars each monthly and
thousands over the long term.”

Owning A Home
“Remember – mortgages can be overwhelming, but you can find help to make the mortgage
process simpler. The Consumer Financial Protection Bureau’s free “Owning a Home” tools
[link] will help you get organized and tell if you are getting a good deal. Visit the website to get
started [link]. ”

INITIAL PERIODIC SURVEY INVITATION
GROUP 1: NO SCHEDULING OPTION
FROM LINE A: CFPB Home Buying Study
FROM LINE B: Home Buying Study
SUBJECT LINE A: Time to take the next home buying survey
SUBJECT LINE B: Take your Home Buying Study survey now
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Hi,
A couple of weeks ago, you began participating in a study on how people navigate the process of
buying a home and finding a mortgage. As a thank you for your time, at the end of this study,
you will receive a $[50/40] [deposit in your PayPal Account/Amazon e-giftcard/deposit to your
reusable gift card].
Today, we have a few quick questions about how things have been going since we last talked to
you. The survey should take between 5 and 15 minutes, depending on your responses.
Take the survey
It’s better if we get your results soon, so please take the survey at your earliest convenience. If
you only have a few minutes, you can start the survey and finish it later – your results will be
saved as long as you return to the survey using this link.
[Treatment Language Here]
Thanks!
The Home Buying Study team

GROUP 2: SCHEDULING OPTION
FROM LINE A: CFPB Home Buying Study
FROM LINE B: Home Buying Study
SUBJECT LINE A: Home Buying Study: Next Survey
SUBJECT LINE B: Time to take the next home buying survey
Hi,
A couple of weeks ago, you began participating in a study on how people navigate the process of
buying a home and finding a mortgage. As a thank you for your time, at the end of this study,
you will receive a $[50/40] [deposit in your PayPal Account/Amazon e-giftcard/deposit to your
reusable gift card].
Today, we have a few quick questions about how things have been going since we last talked to
you. The survey should take between 5 and 15 minutes, depending on your responses.
Take the survey now

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If you only have a few minutes, you can start the survey and finish it later – your results will be
saved as long as you return to the survey using the above link. Or, if you prefer, you can
schedule a more convenient time to take the survey using the below link.
Schedule a time to take the survey

[Treatment Language Here]

Thanks!
The Home Buying Study team

[on click for “Schedule a time to take the survey”]
Link to scheduling page hosted on survey site. Note, this interface is illustrative only. Depending
on the contractor’s capability, the presentation may change slightly. We will use email
campaign tracking and unique referral links so we know which participant is which without
having to ask them.
Thanks for scheduling a time to take the survey:
Choose date:

Date dropdown

Choose time:

Time dropdown

Choose time zone:

Time zone dropdown

Submit
[On submit, participant is sent a calendar invite to their email address for the date and time
chosen. A link to the survey is included in the calendar invite.]

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SUBSEQUENT PERIODIC SURVEY INVITATION
GROUP 1: NO SCHEDULING OPTION
FROM LINE A: CFPB Home Buying Study
FROM LINE B: Home Buying Study
SUBJECT LINE A: Home Buying Study: Next Survey
SUBJECT LINE B: Time to take the next home buying survey
Hi,
It’s time for the next home buying survey! We really appreciate your participation so far. As a
reminder, at the end of this study, you will receive a thank you-gift of $[50/40].
Today’s survey should take between 5 and 15 minutes, depending on your responses.
Take the survey
It’s better if we get your results soon, so please take the survey at your earliest convenience. If
you only have a few minutes, you can start the survey and finish it later – your results will be
saved as long as you return to the survey using this link.
[Treatment Language Here]

Thanks!
The Home Buying Study team

GROUP 2: SCHEDULING OPTION
FROM LINE A: CFPB Home Buying Study
FROM LINE B: Home Buying Study
SUBJECT LINE A: Home Buying Study: Next Survey
SUBJECT LINE B: Time to take the next home buying survey
Hi,
It’s time for the next home buying survey! We really appreciate your participation so far. As a
reminder, at the end of this study, you will receive a thank-you gift of $[50/40].
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Today’s survey should take about between 5 and 15 minutes, depending on your responses.
Take the survey now

If you only have a few minutes, you can start the survey and finish it later – your results will be
saved as long as you return to the survey using the above link. Or, if you prefer, you can
schedule a more convenient time to take the survey using the below link.

Schedule a time to take the survey

[Treatment Language Here]

Thanks!
The Home Buying Study team

[on click for “Schedule a time to take the survey”]
Link to scheduling page hosted on survey site. We will use email campaign tracking and unique
referral links so we know which participant is which without having to ask them.
Thanks for scheduling a time to take the survey:
Choose date:

Date dropdown

Choose time:

Time dropdown

Choose time zone:

Time zone dropdown

Submit
[On submit, participant is sent a calendar invite to their email address for the date and time
chosen. A link to the survey is included in the calendar invite.]

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