Why Homebuilders Are Rethinking Their Sales Strategy And Winning Big Because of It
The homebuying journey has changed, and forward-thinking builders are realizing it’s time their sales strategy did too.
Today’s buyers aren’t walking into model homes as their first step—they’re researching communities online, comparing builders from their couch, and expecting instant communication when they express interest. And yet, many builders are still relying on outdated sales models that don’t meet buyers where they are.
The Hidden Cost of Not Evolving
Let’s break down what not having an online sales program really means:
Delayed Lead Follow-Up = Missed Revenue
In today’s market, speed to lead wins. If a lead submits an inquiry on a Saturday and doesn’t hear back until Monday, they’ve already booked with a competitor. And if your follow-up is a generic email or untracked phone call? You’ve lost valuable data—and the lead.
A landmark study by InsideSales (now XANT) revealed that responding to a new lead within 5 minutes makes you 100x more likely to connect with that lead compared to waiting just 30 minutes.
(Source: Harvard Business Review, “The Short Life of Online Sales Leads”)
Another report from HomeLight found that over 90% of homebuyers expect a response to their inquiry within an hour—and 44% expect it in under 10 minutes.
(Source: HomeLight Q3 2023 Buyer Trends Survey)
Disconnected Marketing and Sales = Wasted Ad Spend
Marketing teams generate leads. Sales teams work the leads. But without an online sales counselor (OSC) or unified process, too many leads fall through the cracks—no follow-up, no nurturing, no handoff. That $10,000 in Facebook ads? Might as well be firewood.
According to Salesforce, 79% of marketing leads never convert into sales—often due to lack of nurturing or follow-up.
(Source: Salesforce State of Marketing Report)
CRMs Collecting Dust = Zero Visibility
Your CRM should be the heartbeat of your sales operation. But in most cases, it’s either:
Not set up properly
Not being used at all
Or turned into a graveyard of unworked leads
This creates massive blind spots. You don’t know where leads are coming from, what they’re responding to, or what’s driving conversions.
A 2023 study by RealTrends revealed that over 50% of homebuilders use less than half of their CRM’s capabilities, leading to duplicated efforts, lost leads, and poor reporting. (Source: RealTrends Builder Tech Survey 2023)
Sales Teams Wearing Too Many Hats = Burnout and Burnt Deals
Your onsite agents are expected to sell homes, manage the contract process, handle walk-ins, AND follow up with every online lead? That’s not just unsustainable—it’s ineffective. Your sales team should be closing, not chasing.
In fact, research from the NAHB shows that sales reps who spend more than 20% of their time on administrative or non-selling tasks are 32% less productive. (Source: NAHB 2022 Sales Efficiency Report)
The Builders Who Adapt, Win. Enter Convertly.
We created Convertly because builders deserve a smarter, simpler, and more powerful way to sell homes.
Our full-service turnkey Online Sales solutions programs, CRM implementation, and Fractional Sales Leadership support aren’t just tools—they’re growth engines. We help you:
Respond faster
Qualify better
Book more appointments
Convert more sales
Create alignment between marketing, online sales, and onsite teams
Finally get visibility into what’s working—and what’s not
We meet builders where they are, and help them build a sales system that’s not just modern—it’s high-converting, scalable, and built for today’s buyer.
Ready to Future-Proof Your Sales Strategy? Let’s talk.
