Buying a home is one of the biggest financial decisions someone will ever make. For first-time buyers, it can feel overwhelming—mortgages, legal fees, and moving costs all add up quickly.
With so much going on, home insurance might seem like just another expense rather than a must-have.
For brokers and insurance providers, selling home insurance to first-time buyers means understanding their concerns, breaking down the benefits, and making the process feel simple.
Let’s look at the challenges, common objections, and how to position policies in a way that makes sense for new homeowners.
What we’ll cover
Understanding the challenges first-time buyers face
First-time buyers are stepping into new territory. Many have never dealt with home insurance before, and they may not fully understand what it covers or why they need it. This lack of experience often leads to hesitation, price sensitivity, or even the belief that insurance isn’t necessary at all.
1. Information overload
From mortgage contracts to conveyancing, first-time buyers deal with a huge amount of paperwork. Home insurance can feel like just another thing on their to-do list, which means they may rush through the decision—or put it off entirely.
2. Budget concerns
Buying a home is expensive, and new homeowners often look for ways to cut costs. If they don’t see the value in home insurance, they may go for the cheapest option or skip it altogether.
3. Misunderstanding coverage
Many first-time buyers assume home insurance only protects the physical structure of the house. They might not realise that a good policy also covers contents, legal liabilities, and alternative accommodation if needed.
Overcoming common objections
Selling to first-time buyers means handling their concerns effectively. Here’s how to respond to the most common objections in insurance calls.
“It’s too expensive”
Many first-time buyers are already stretching their budgets, so price is a major factor. Rather than focusing on cost alone, highlight value. Break down what they’re actually paying for—peace of mind, financial protection, and covering unexpected repairs. If they’re worried about price, discuss ways to adjust coverage levels to suit their budget.
Mention that home insurance premiums are often lower for new builds, and first-time buyers might qualify for discounts. If they bundle policies—such as combining home and contents insurance—they could save even more.
“I don’t think I need it”
Some first-time buyers believe that nothing will go wrong, so they see home insurance as unnecessary. A great way to handle this is with real-life examples. Ask them what they would do if a pipe burst, their roof was damaged in a storm, or they lost valuables in a break-in.
If they have a mortgage, remind them that most lenders require buildings insurance as a condition of the loan. This shifts the conversation from whether they need it to finding the right policy.
“I’ll sort it out later”
First-time buyers have a lot on their plate, so it’s easy for home insurance to become an afterthought. The problem? Delaying could mean missing out on better rates or being unprotected when they move in.
A simple way to handle this is to offer quick, hassle-free quotes and an easy sign-up process. If they’re dealing with mortgage brokers or solicitors, remind them that having insurance in place before completion can make the process smoother.
How to position home insurance in the right way
First-time buyers don’t want a hard sell. They want clear, simple advice that helps them make an informed choice.
1. Keep it simple
Avoid jargon. Break things down in a way that makes sense—explain terms like “excess,” “accidental damage,” and “new-for-old” in plain English. The easier it is for buyers to understand their options, the more likely they are to choose a policy that suits them.
2. Highlight real benefits
Rather than listing features, focus on how a policy actually helps. Instead of saying, “This policy includes £500,000 in buildings cover,” say, “If your roof collapsed or a fire damaged your home, this policy would pay for repairs, so you don’t have to.” Make it real for them.
3. Make it convenient
First-time buyers are busy, so make the process as easy as possible. If you can offer quick quotes, online sign-ups, or flexible payment options, highlight this. The less effort it takes to get covered, the better.
Why first-time buyers are a great market for brokers
Selling home insurance to first-time buyers isn’t just about closing one deal—it’s an opportunity to build long-term relationships. Once they have home insurance, they may return for other financial products, such as life insurance, income protection, or wills.
Plus, first-time buyers often rely on recommendations. A great customer experience now could lead to referrals later.
If you’re targeting this market, buying phone-verified home insurance leads ensures you’re speaking to engaged prospects who are ready to discuss their options.
Final thoughts
First-time buyers might not know much about home insurance, but that doesn’t mean they don’t need it. By simplifying the process, addressing their concerns, and making policies easy to understand, brokers can turn hesitant buyers into happy customers.
Focusing on high-quality leads—especially those actively searching for home insurance—makes all the difference. Targeting buyers at the right time improves conversion rates and helps build lasting customer relationships.
Selling home insurance is about more than just offering a policy. It’s about providing value, answering questions, and guiding first-time buyers toward the protection they need. Get that right, and you’ll not only close more sales—you’ll build trust that lasts for years.
