First-Time Buyer Magnet: How to Stand Out and Win More Clients
Ash Borland
Sales & Marketing Coach | Helping Mortgage Brokers Attract More Clients, Boost Sales & Build Lasting Relationships with Clients and Introducers.
Let's talk first-time buyers, shall we? First-time buyers. Are they a good niche? Are they a bad niche? Everybody seems to think they’re wonderful. And in today’s article, I want to break down everything you need to know about attracting first-time buyers.
Now, let’s be real. I think this topic is talked about way too bloody much. But the actual how to make it work? That’s where most brokers get it wrong. So, we’re diving in—everything from whether the niche is oversaturated, to how to find your own space within it, what content to create, and what first-time buyers really don’t want. Buckle up!
P.S: If you would like to listen to my deep dive into this topic on a podcast, then you can listen to it here - https://www.youtube.com/watch?v=em00DYN-Yz8
Is the First-Time Buyer Niche Oversaturated?
Yes and no. Every mortgage broker out there says, “I want to help first-time buyers. No one’s helping them.” Well, newsflash—everyone is helping them. If I had a pound for every time someone told me they were targeting first-time buyers as an untapped market, I’d be retired by now.
But here’s the thing—it’s oversaturated with bad execution. There aren’t many who have nailed it properly. It’s overrepresented in a shallow way, but underrepresented when it comes to real quality content and branding. That’s where the opportunity lies.
First-Time Buyers Is Not a Niche
This is where most brokers go wrong. “I work with first-time buyers” is way too broad to be a niche. A first-time buyer could be a 25-year-old on a ￡25k salary or a 38-year-old business owner earning six figures.
It’s like saying, “I work with self-employed people.” That’s not a niche—it’s a category. Within that, are they sole traders? Limited company directors? Are they freelancers or business owners? You need to get specific.
For me, my niche is small-team mortgage brokers turning over ￡60k-￡150k, looking to scale their business to six figures and beyond. Very clear. You need that level of clarity for your first-time buyer audience.
The Niche Triangle
To properly define your niche, use what I call the Niche Triangle:
Once you know exactly who you’re targeting, your messaging becomes laser-focused, and you’ll attract the right clients rather than wasting time on those who aren’t a good fit.
Why Most Brokers Fail at This Niche
Most brokers say they want to work with first-time buyers because they “want to help.” That’s nice, but let’s be real—most also want untouched clients who haven’t spoken to another broker, so they can upsell protection and cross-sell other services. That’s fine, but if that’s your reason for targeting them, you’re in for a tough time.
First-time buyers are a lot of work for not a lot of money. They require hand-holding, education, and guidance. If you think they’re going to be a goldmine, think again. You’re playing a long game here, which is why you need to approach it differently.
Think Like a Property Expert, Not Just a Mortgage Expert
If you’re only making mortgage content, you’re already too late. You need to be catching them when they are searching for how to buy a house.
You have to become a property expert, not just a mortgage broker. Your content should focus on buying a house, saving for deposits, making offers, and home-buying mistakes—not just mortgage products.
That’s why my YouTube channel is dedicated to educating new brokers. I know that two to three years down the line, some of them will become my clients. You need to apply the same long-term thinking to your first-time buyer audience.
The Two Types of Content You Need
If you consistently post daily, there is a real opportunity to dominate this niche. AI is now serving up blogs and videos as search results, so evergreen content is making a massive comeback.
Stop Making Generic First-Time Buyer Guides
The old “First-Time Buyer Mortgage Guide” is useless. There are hundreds of them, and they’re all the same.
Instead, create specific, high-value lead magnets, like:
Then, nurture them with a two-year email sequence. Yes, two years. First-time buyers take time. The ones who win this game think years ahead.
Final Thoughts
First-time buyer content works—but only if you’re in it for the long haul. If you’re not willing to do this properly, don’t bother. Focus on another niche.
The brokers who succeed are those who truly help and build trust before the sale. If that’s you, get creating and start building your pipeline for the future!