Research from West Brom Building Society has uncovered a significant “confidence gap” among first-time buyers, with many feeling apprehensive long before they begin the mortgage process.

The findings show that 36% of first-time buyers felt nervous about the mortgage process before even getting started, while 32% said they felt overwhelmed when taking out their first mortgage. A further 44% admitted they didn’t fully understand the process, and 37% had heard that getting a mortgage was “stressful” or “difficult” prior to applying.

Together, these insights highlight the persistent challenges facing new buyers, many of whom are unsure how lenders make decisions or which steps to take first. In response, West Brom Building Society has launched a new regional Spring mortgage campaign aimed at boosting confidence and helping first-time buyers feel more informed and supported.

Running across billboards, bus backs and digital channels, the campaign will focus on demystifying the mortgage journey through real customer experiences and practical guidance. It will explain key considerations such as affordability, credit history, and the value of securing a decision in principle.

Alasdair McDonald, Head of Mortgage Distribution at West Brom Building Society, said: “For many first-time buyers, the biggest barrier isn’t always affordability, it can be confidence. Our research shows that too many people feel overwhelmed by the process or just assume they won’t be eligible. We want to reassure customers that with the right support and advice, the path to home ownership can be much clearer and more manageable than they might expect.”

The campaign will also spotlight customers who overcame initial setbacks, including those who believed they might not be eligible, but secured a mortgage after receiving further guidance. One such buyer, Julie, spent years convinced she had “missed her chance” to own a home, only realising it was possible after exploring shared ownership later in life.

Another couple, Evie and Myles, were told twice that they were unlikely to get a mortgage or would face significantly higher rates, until a third conversation changed everything. They are now in their first home and are keen to share what finally made the difference.

Overall, the initiative aims to encourage would be buyers not to give up at the first hurdle but instead to seek advice, understand their options, and feel empowered throughout the process.

Research findings

In October 2025, we surveyed 103 first-time buyers who’d taken out a mortgage with the West Brom. Here’s what we found:

• 36% felt nervous about the mortgage process before starting.
• 32% felt overwhelmed when taking out their first mortgage.
• 44% didn't fully understand the process.
• 37% had heard that getting a mortgage was “stressful” or “difficult” before applying.