While there is no denying the growing importance of optimising for the cultural shift towards AI searches, let’s not forget about the more traditional platforms. First-time buyers in the UK are turning to both search engines and AI with a barrage of questions long before they ever contact an estate agent, presenting a critical but often missed opportunity for agencies to capture leads early in the property journey.
An analysis of online search data by Nurtur, a leading provider of proptech and digital marketing services, reveals a clear roadmap for how agents can optimise their websites to meet this demand and build a pipeline of loyal, well-informed clients.
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
Before even considering deposits or locations, aspiring homeowners are seeking fundamental knowledge. Their searches are dominated by informational keywords, highlighting significant uncertainty and a need for basic guidance.
Key search themes include:
Definitions and eligibility: “what is a first-time home buyer UK,” “who qualifies for first-time home buyer in UK,” “legal definition of first-time home buyer UK.”
Process and advice: “first-time home buyer UK guide,” “tips for first-time home buyers UK,” “what to do before you buy your first house.”
Market context: “is it a good time for first-time home buyers,” “average age of first-time home buyer UK,” “UK first time home buying challenges.”
These users are not yet ready to view properties; they are trying to understand if homeownership is even a possibility for them. Agents who fail to provide this foundational content on their websites are invisible during this crucial initial research phase.
Phase 2: The Financial Maze – Comparing options and schemes
Once a potential buyer understands the basics, their research shifts to the financial practicalities of a purchase. This ‘middle-funnel’ stage is characterised by a focus on affordability, government assistance, and the specifics of funding a purchase.
Common searches include:
Deposits: “first-time home buyer UK 5% deposit,” “average first-time buyer house deposit UK,” “how much should a first-time homebuyer put down.”
Government schemes and grants: “grants for first time home buyers UK,” “first time home buyer UK scheme,” “help to buy houses for first-time buyers.”
Mortgages and affordability: “interest rate for first-time home buyer UK,” “first-time home buyer loan UK,” “starter homes for first-time buyers.”
This is where agents can build significant trust by demystifying complex financial topics and presenting clear, accessible information about the support available.
Phase 3: The Action Stage – From ‘How’ to ‘Now’
Only after navigating the first two phases are first-time buyers ready to take concrete action. Their searches become highly transactional and signal an immediate need for professional services.
Action-oriented searches include:
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.”
By the time a user makes these searches, they are a high-intent lead. An agent who has already guided them through the previous two phases becomes the natural and trusted choice to partner with for the final transaction.
How agents can win the first-time buyer online
Based on this data, Nurtur recommends that estate agents transform their websites from simple property portals into comprehensive resource hubs.
“The data tells a clear story: first-time buyers are overwhelmed and seeking a trusted guide,” says Ben Sellers, Co-Founder of Starberry (part of Nurtur). “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. 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 first-time 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., “A Guide to UK Government Schemes for First-Time Buyers,” “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: Embed a mortgage calculator and create content explaining different mortgage types and government schemes. 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 “Speak to our in-house mortgage expert,” “See properties suitable for first-time buyers,” or “Register for alerts.”
By understanding and addressing the complete journey of a first-time buyer, estate agents can move beyond simply listing properties and become indispensable resources, capturing more qualified leads and building lasting client relationships.
