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Niches

How do I market first-time buyer mortgage services?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How do I market first-time buyer mortgage services?

First-time buyers are mostly aged 25 to 40 — Meta, TikTok and Instagram are the dominant channels. Use affordability calculators, Help-to-Buy / shared-ownership content and expect £28 to £65 CPL with 20 to 35% lead-to-application rates.

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Channels

  • Meta: primary, target 25 to 40 renters with high income relative to area.
  • TikTok: rising fast for under-35 audiences.
  • Google Search: "first time buyer mortgage advisor", "how much can I borrow".

Content that converts

  • Affordability calculator (interactive).
  • Step-by-step buying journey guide.
  • Shared ownership / Help to Buy / First Homes explainers.
  • Deposit-saving strategy content.

Follow-up challenge

FTB leads take 3 to 12 months to complete (saving deposit, finding property). Build a 12-month nurture sequence or accept the lagging pipeline.

Benchmarks

  • CPL: £28 to £65
  • Application: 20 to 35% of leads
  • Completion: 55 to 75% of applications
  • Proc fee: £1,200 to £2,500 average
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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