First-time buyers in the UK are increasingly turning to search engines and AI for answers—often long before they make contact with an estate agent. This shift presents a significant but frequently overlooked opportunity for agents to engage early in the buyer journey and build long-term client relationships.
New research from Nurtur, a leading provider of proptech and digital marketing solutions, uncovers a clear roadmap for how estate agents can optimise their online presence to better capture and convert first-time buyer leads. The analysis segments the typical online journey of a first-time buyer into three key phases—each marked by distinct concerns and search behaviours.
The data shows that a first-time buyer’s online journey can be segmented into three distinct phases, each characterised by specific needs and anxieties.
Phase 1: The Knowledge Gap – The Search for clarity and guidance
Phase 2: The Financial Maze – Comparing options and schemes
Phase 3: The Action Stage – From ‘How’ to ‘Now’
Based on these insights, Nurtur recommends that estate agents rethink their websites as not just listings platforms, but complete resource hubs.
By offering educational content that speaks to each stage of the first-time buyer journey, Nurtur says agents can:
+ Build early trust and brand awareness
+ Capture leads before competitors engage
+ Nurture high-intent clients more effectively
With the right digital strategy, estate agencies can position themselves as invaluable guides – not just at the point of sale, but from the very start of a buyer’s journey, according to Ben Sellers, co-founder of Starberry (part of Nurtur).
“The data tells a clear story: first-time buyers are overwhelmed and seeking a trusted guide,” he said. “For too long, agents have focused their online presence on the final step – the property listing. The real opportunity lies in capturing buyers at the very beginning of their journey.”
Sellers continued: “By providing the answers to their earliest questions about definitions, stamp duty, and deposits, an agent can build a relationship founded on trust and expertise. When that buyer is finally ready to view properties, the agent who educated them is the first person they will call. This is about shifting from a transactional mindset to an educational one; it’s the key to creating a sustainable lead pipeline in a competitive digital world.”
Nurtur advises agents to implement the following on their websites:
Create a dedicated buyer hub: Build a section of your website that acts as a one-stop-shop, containing guides, checklists, and articles that directly answer the questions identified in the search data.
Develop keyword-optimised content: Write blog posts and FAQ pages titled with the exact questions buyers are asking (e.g.”What Qualifies You as a First-Time Buyer in 2025?”).
Offer downloadable resources: Create a “First-Time Buyer Checklist” or a “Step-by-Step Guide to Buying Your First Home” available as a PDF download in exchange for an email address. This is a powerful lead-capture tool.
Integrate financial tools and advise: Partner with a local mortgage advisor for co-branded content or webinars to add authority.
Use clear Calls-to-Action (CTAs): On every educational page, guide the user to the next logical step. This could be “See properties suitable for first-time buyers,” or “Register for alerts.”
Viewing properties: “first-time buyer homes near me,” “first-time buyer home for sale.”
Engaging professionals: “how to apply for first-time home buyer,” “questions to ask mortgage broker first-time home buyer UK.”
Understanding final steps: “do first-time home buyers have to pay stamp duty,” “first-time buyer steps to buying a house UK.”
