Analysis of online search data by a leading proptech and digital marketing service has revealed a clear opportunity for estate agents to capture first time buyers (FTBs).

Ben Sellers, Co-Founder of Starberry, which is part of Nurtur, says that despite the growing importance of AI searches, first-time buyers in the UK are still also heavily reliant on traditional search.

First-time buyers are overwhelmed and seeking a trusted guide.”

He says: “First-time buyers are overwhelmed and seeking a trusted guide. 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.”

“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.”

Sellers explains that, according to the data, a first-time buyer’s online journey can be segmented into three distinct phases, each characterised by specific needs and anxieties.

These are ‘the knowledge gap’, the ‘financial maze’ and the ‘action stage’. Based on this insight, Sellers says estate agents should transform their websites from simple property portals into comprehensive resource hubs, which should include:

• A dedicated buyer hub – a one-stop shop, containing guides, checklists, and articles aimed specifically at FTBs.
• Keyword-optimised content, including blog posts and FAQ pages.
• Downloadable resources, such as First-Time Buyer Checklists.
• Integrated financial tools and advice, which can be provided by a third party, if required.
• And agents should use clear Calls-to-Action (CTAs), such as ‘See properties suitable for first-time buyers,’ or ‘Register for alerts.’

He claims that 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.