I have never been able to pay less for first class than I can for coach, but here's how I found a first class seat for the same price as coach. On continental.com, go to the "multiple destinations" page, even if you're just doing a simple roundtrip. This page allows you to choose the class of service for each segment. Do it. That is, first get a price for coach both outbound and back. But then price it for first class out and coach back, and then coach out and first back. I did, and I discovered a return flight priced the same for first as it is for coach! Now I am going to fly first class from SJC to EWR next month for the same price as the hoi polloi are paying in coach--and I get 150% EQMs to boot!