Finance providers and homemaker brands can now leverage brain imaging technology to reach a bigger pool of prospective Australian-born, first-home buyers whose numbers have swelled because of increased immigration and a higher birth rate.

Why first-home buyers matter

First-time buyers show higher engagement in advertising than the general population and respond to unique marketing triggers, providing opportunities for home loan finance providers and the broader consumer market targeting first-home ownership.

Takeaways

• First-home buyers’ response to marketing communications is 24% higher than the general population.
• Distinctive communications triggers that resonate are the use of devices in the storyline, new product and...