In the 2015-2016 home builder follow-up study, produced in partnership with Lasso CRM, we took an in-depth look at builders’ online sales programs to uncover any new best practices. In particular, we wanted to analyze the quality of the follow-up. Did they simply check the box on follow-up, or did they truly see it as a competitive advantage and build a world-class system? This year’s study was designed to be narrow and deep – focusing on only 30 home building companies.

Our new method demanded the creation of a new metric to be studied – The Conversion Quality Score. This straightforward system of scoring the quality of each and every follow-up received has a 3-point ranking:

A SCORE OF 1 The follow-up was done, but seemed cold and lifeless. It seemed more like a task that was checked off as complete by the builder.

A SCORE OF 2 The follow-up included a reference to some piece of information personal to the prospect or their initial questions. This made it feel significantly more personal and would also allow advancement of the sales process.

A SCORE OF 3 Their follow-up truly stood out from the crowd. It included not just references to personal information or questions – but conveyed genuine excitement at the prospects situation, needs, or a belief that they were a perfect fit for the prospect.

Learn how builders stacked up by accessing the white paper below.