House prices fell after 2008 due to the absence of sub-prime mortgages which were available to everybody and anybody, regardless of income. The end to the era of over borrowing reduced demand for houses as it meant many people could no longer borrow more than they could afford. The coalition government introduced "Help To Sell" in order to fill the market gap which sub-prime mortgages once occupied. Many homeowners during financial crisis, who bought during the market peak in 2007, are now in negative equity, this is why the scheme has also been nicknamed "The Generational Bailout" as a new generation of first time buyers enables older home owners to sell there houses for more than they could have done before.