Case study: Social media for FirstHomeCoach
Supporting first-time buyers through clear, practical content
About
FirstHomeCoach is a UK-based app designed to help people navigate the journey to buying their first home, with tools, education and guidance tailored to first-time buyers.
Role: Social media lead and content writer
I lead FirstHomeCoach’s social media strategy and blog content, shaping how the brand supports and engages first-time buyers across digital platforms. Working closely with the founding team, I developed a content approach that made complex, often overwhelming information feel clear, accessible and actionable.
The challenge
As a new startup, FirstHomeCoach had no existing audience, content strategy or brand presence.
The challenge was to build trust from the ground up, translating complex financial and property buying jargon into content that felt approachable, relevant and genuinely useful for first-time buyers.
At the same time, the brand needed to grow sustainably without relying on paid advertising.
The approach
I developed and delivered a multi-platform organic social media strategy focused on clarity, consistency and real value.
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Defined a tone of voice that felt supportive, practical and non-judgemental
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Created and published content across Instagram, TikTok, X, Facebook and LinkedIn tailored to resonate with the target audience of millennial and gen z first-time homebuyers
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Translated complex topics (mortgages, deposits, surveys, timelines) into simple, digestible formats
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Introduced recurring content series to build familiarity and trust, including:
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Weekly Instagram Q&As with property experts and mortgage advisors
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“First Home Stories” featuring real buyer experiences
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Educational posts breaking down key stages of the buying journey
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Monthly money saving challenges
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Developed interactive content such as quizzes and prompts to increase engagement
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Collaborated with partners and aligned brands to expand reach and credibility
Content was designed not just to inform, but to support users emotionally through a process that can often feel confusing and overwhelming.
Educational content designed to guide users seamlessly through the home buying process
Long form blog content produced for the FirstHomeCoach app and promoted on social media
Short form social media video content examples created to educate, entertain and inspire
The impact
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Grew the app to over 286,000 users, with 800–900 new users per month driven organically
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Built an engaged social media audience of 6,000+ followers
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Established social media as a key driver of user acquisition without paid advertising
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Created a trusted content ecosystem that users actively return to for guidance and reassurance
The work helped position FirstHomeCoach as a reliable, go-to resource for first-time buyers navigating the property market.
Client testimonial
“From the inception of our journey at FirstHomeCoach, Naomi has been an instrumental force in shaping our social media presence. Her strategic approach to social media management and content creation is unparalleled.
Naomi consistently delivers high-quality, engaging content that resonates perfectly with our target audience of millennial and Gen Z first-time homebuyers. Her ability to shape our brand voice and create impactful campaigns has significantly contributed to our growth.”
— Susanna Silano
Content Director & First Time Buyer Lead, FirstHomeCoach