It has long been recognized that the huge potential of the first-time buyer to introduce new demand for their business is essential for continued growth in the mortgage-providing sector. As with any other market place, the business of providing mortgages has to respond to the needs and requirements of its customers. Innovative packages inviting the parents of prospective buyers to use their own homes as collateral in lieu of a deposit, of allowing friends to buy jointly or collectively and encouraging more single people to enter the property market are now widespread and mainstream. In fact many of the options open to the second or third time buyers are now available to the property newcomers, including lower rates, cash-backs and other incentives.