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.
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