A buyer loves the home. They like the location. They have already decided where the sofa would go.
Then the deposit comes up, and the conversation stops.
For developers and estate agents selling new homes, the Your First Home scheme could give some of those conversations a second chance. It also raises a practical question: what needs to change in your marketing?
Adding “2.5% deposit” to an advert is a start. But the work also involves reaching suitable buyers, explaining the costs and making sure your sales team can handle the questions that follow. There will be questions.
First, what is the Your First Home scheme?
The scheme will help eligible first-time buyers purchase qualifying new-build homes in England. Buyers will need a deposit of at least 2.5%, a repayment mortgage and a government equity loan covering 20% of the purchase price.
The equity loan is interest-free for five years. Income limits and local property price caps apply, and buyers must use a participating developer and lender. Full eligibility rules are still to follow.
For businesses selling eligible homes, that gives marketing teams a new buying route to explain. Here is where I would focus.
Start with the buyers you already know
Before spending money finding new buyers, take a look at the ones already in your database.
Some may have viewed a property, asked sensible questions and then disappeared when they saw the deposit needed. If your records show that was the sticking point, you now have a reason to get back in touch.
Keep it personal and useful. Mention the development they liked, explain why you are contacting them and ask whether they are still looking.
Their circumstances may have changed. They could have a bigger deposit, a different budget or a firm belief that they never want to move house again. Best to check.
This should be a focused campaign for relevant contacts. Sending the same email to every person who has ever downloaded a brochure is unlikely to tell you much.
Track who replies, who books a call and who returns for a viewing. That will help you judge whether the scheme is reopening worthwhile conversations.
For more on using your existing database alongside other channels, see our guide to estate agent lead generation.
Give buyers a reason to click, and a reason to stay
A smaller deposit is a clear message to test in your advertising. It gives buyers something concrete to consider.
But the home still needs to appeal.
Location, layout, outdoor space and running costs all deserve their place in the campaign. A buying scheme will not make a cramped second bedroom any bigger, however enthusiastically you describe it as a home office.
In your Facebook and Instagram advertising, test an advert that leads with the deposit against one that leads with the property. Keep the comparison focused so you can see which message attracts suitable buyers.
Then look beyond the cost per enquiry. An advert that produces lots of forms but few useful conversations may need work.
The better question is: which message brings people closer to booking and attending a viewing?
Explain the costs without making buyers reach for a dictionary
The initial deposit is only part of the story.
The equity loan must be repaid, and the repayment amount is linked to the home’s value. Interest starts after the first five years. Those interest payments do not reduce the equity loan balance.
Buyers need to understand those points before they get too far into the process.
Put the explanation where people can find it. If the main benefit is in a large headline, the main conditions should not require excellent eyesight and considerable determination.
A clear purchase example can help. Show how the deposit, mortgage and equity loan fit together. State the assumptions and explain that mortgage approval is subject to assessment.
Also flag other costs, such as legal fees and any service or estate charges. The aim is to help buyers arrive at a conversation with a realistic picture of what they can afford.
Build a page that answers the advert
If someone clicks an advert about the Your First Home scheme, the next page should explain how it relates to the homes you are selling.
They should not have to search through three menus and a downloadable brochure to find the answer.
A dedicated page or section should cover:
- Whether the development is participating.
- Which homes qualify, once confirmed.
- The main requirements buyers need to check.
- How the buying arrangement works.
- What they can do next.
Be direct about anything still awaiting confirmation. Interest in the scheme does not mean a particular plot is available through it.
Keep the page easy to read on a phone. Short sections and clear labels will help buyers find what they need, whether they are browsing at home or squeezing in a property search on the train.
This is where thoughtful website and landing page design comes into play. The page should help someone understand the offer and take the next step without getting lost along the way.
Make the enquiry form earn its place
Your form should give the sales team enough information to start a useful conversation.
Buying status, preferred property and moving date are sensible starting points. More detailed questions can follow when someone speaks to the team.
There is a balance here. Asking for almost nothing leaves sales staff guessing. Asking for someone’s entire financial history before they can request a callback is quite an introduction.
Start with what you need for the next step.
As enquiries come in, review where people get stuck. If the same eligibility question keeps cropping up, answer it more clearly on the page.
When a buyer needs an affordability assessment, give them a clear route to a qualified mortgage adviser.
Plan for the launch, rather than one big announcement
The published timetable anticipates pre-registration by December 2026, applications in February 2027 and first sales in April 2027.
That gives your new homes marketing a natural sequence.
Early campaigns can explain the scheme and collect interest. Once participation and suitable homes are confirmed, you can introduce specific properties. Later activity can focus on viewings and helping buyers progress.
Make sure the call to action matches what is available at that stage.
Joining your mailing list is different from registering for the government scheme. Buyers should know which action they are taking.
Between stages, send updates when there is useful news. A confirmed property release is worth an email. Another message saying “exciting things are coming” may be less useful by the fourth appearance.
Give sales teams the same information as buyers
Marketing new homes to first-time buyers works better when the advert, landing page and sales conversation agree.
Before campaigns go live, give the sales team a short guide. Cover the confirmed facts, common questions and issues that need an adviser’s input.
Update that guide as more details emerge.
Then ask the team what buyers are struggling to understand. Those conversations can tell you where the marketing needs to improve.
If people keep asking whether the equity loan is a gift, revisit the explanation. If callers assume every property qualifies, make availability clearer.
The sales team should not have to spend the first ten minutes of every call correcting the advert.
Judge the campaign by what happens next
Clicks and enquiries are useful measures. They are also the beginning of the process.
Track how many enquiries become sales conversations, attended viewings, reservations, exchanges and completions. Record why buyers stop progressing.
That gives you something practical to act on.
Plenty of enquiries but few viewings? Review the targeting, information and follow-up. Viewings but no reservations? Ask whether the issue is the home, the price or the buyer’s finances.
Our Haus Properties case study shows how we brought advertising, a dedicated landing page and tracking together for a new-build development in Battersea. It is a useful example of connecting the campaign to the sales process.
The Your First Home scheme gives eligible developers and agents a new offer to explain. Start with suitable buyers, make the costs clear and help people take the next step with confidence. The sofa arrangements can come afterwards.
If you are reviewing your launch or sales campaign, explore our property development marketing services to see how we can help.
