b'made efforts to tackle this by improving the information provided to prospective buyers, but said that there is a trade-off between explaining the product in simple, accessible terms, and trying to ensure buyers understand the detail of the product without putting them off:We tried tackling it at our sales team level. Weve worked really hard on our FAQs over the last 18 months. What is it that people dont understand? Where are the pinch points? Where do we get complaints? Lets address it right at the beginning with potential customers. But people often dont care and want to buy it anyway. There are problems with the complexities of the lease. A lot of our shared ownership customers are younger and tend to be very independent from their families, and dont have a relationship where they can ask their mum and dad what they think, so theyre wholly reliant on our sales team to articulate what their responsibility is. If we simplify it any more, well have three bullet points. (Interviewee 6)Lenders said that the support given to prospective buyers by providers through the sales process varied a lot between providers. However, most interviewees felt that continued aspirations for home ownership created strong demand for the product and whilst information may be provided to buyers about the nature of the product, most were very keen to proceed and may not pay attention to the detail in a lease for example, meaning that over time there could be a mismatch between buyer expectations and reality:Purchasers hear what they want to hear. They dont understand the conditions completely, they dont read the details of the offer and then they get dissatisfied later on, as the bills come through, as rent increases over years and not being able to staircase. Conveyancing solicitors who are operating on a low budget probably dont explain much to the clients either. (Interviewee 7)2.2What shared ownership brings to providers and the housing sectorInterviewees were asked more broadly about what shared ownership brings to the housing sector and how it fits in as part of their overall offer. Whilst it is apparent that shared ownership brings benefits for customers, it also brings benefits to provider business models:Shared ownership gives people a chance to own their own home, and to have a stake in their community. The benefits for us include a steady, index-linked income, for rented properties, and a good return on capital invested, for sold properties. (Interviewee 5)4'