The online sales benchmarks provide a thorough overview of homebuilder online sales metrics, covering a wide range of markets, from large to small builders, and include both established and emerging online sales programs. These benchmarks represent the standard performance metrics for online sales programs within the industry.
Q2 of 2025 hasn’t been without its challenges; however, with focus and dedication to each lead and the goal at hand, we have seen strong conversions. Online Sales has been digging deep to convert every opportunity they can. Now, let’s break down the numbers to uncover the insights behind our online sales conversion metrics.
Q2 brought a noticeable
shift in lead volume. We selected a large subset of lead data that hasn’t been significantly affected by the expansion or contraction of community count. When comparing Q2 to
the first quarter, we saw a 19% decrease in lead volume. And when you compare Q2 2025 to Q2 2024, there was a 29% decrease in lead volume year-over-year. The shift this year has been felt by many, but online sales remains proactive, focusing on maximizing every opportunity. As a result, our l
ead-to-appointment conversion rate climbed to 40%—a 2% increase over the previous quarter.
This shift in lead to appointment conversion reflects deliberate effort and a strategic approach by Online Sales. Online Sales leaned into a simple but effective qualification guideline: if at least three qualification areas align, let’s get them onsite to have a look at your homes. Getting more leads on-site has helped prospects progress toward considering the purchase of a new home.
In addition, online sales has gone beyond basic qualification, engaging leads in deeper conversations about lifestyle, goals, and motivations. This not only adds excitement and momentum to the buyer journey but also builds stronger rapport and trust. Consistency in prospecting also played a critical role in this metric.
Notably, 19% of Q2 appointments came from leads that had been in the system for over 45 days, which is a direct result of ongoing outreach and follow-up from prospecting.
Q2 also resulted in a consistent appointment-to-sale conversion. This metric held steady at 18% moving into Q2. Even though there has been a lower lead count, this consistency in conversion proves the theory of quality over quantity. With the ability to spend more time with each prospect and matching them with the right community, Online Sales is helping guide buyers confidently through the decision-making process, leading to strong conversion outcomes.
Online Sales played a pivotal role in Q2, contributing to 48% of total company sales. Even though we saw a slight dip of 1% in contribution to company sales, this impressive figure shows consistent performance, even amid shifting market conditions. Despite external challenges, Online Sales remained a steady contributor by converting interest into revenue and proving to be a reliable and essential part of the company’s overall success yet again this quarter.
Performance among our seasoned Online Sales programs were outstanding yet again in Q2. Breaking out the results from our top performers, we saw impressive metrics across the board: a 53% lead-to-appointment conversion rate, a 22% appointment-to-sale conversion rate, and a 54% overall contribution to company sales.
When comparing Q2 2025 to Q2 2024, the metrics were similar despite the decline in leads and shift in market:
- Lead to Appointment 2024: 39%
Lead to appointment 2025: 40%
- Appointment to Sale 2024: 23%
Appointment to sale 2025: 18%
- Online Sales Contribution to Total Sales 2024 and 2025: 48%
The biggest difference is the appointment-to-sale conversion dipping by 5% to 18%, likely attributed to a softer-than-expected spring selling season this year, which didn’t generate the typical urgency or buying momentum we usually see.
Tips for Continued Success in Q3
To maintain momentum and build on Q2’s performance, consider the following tips as we move through the next quarter:
- Dig deeper in your conversations. Go beyond surface-level qualification to understand each lead’s true motivations, lifestyle needs, and buying timeline.
- Increase follow up. Buyers are in and out of the market. Extend your follow-up process and double down on personalization.
- Stay consistent with prospecting. Ongoing outreach, especially to aged or previously unresponsive leads, remains a key driver of appointment volume.
- Spotlight top appointments. Share priority prospects with onsite teams and management to ensure a seamless, supported experience all the way to the sale.
- Maximize responsiveness. Aim for an 80% or higher answer rate on all incoming calls to ensure no opportunity is missed.
Keep your eye out for a follow-up guide in August to help you dig deeper in all your conversations. Until then, keep up the great work and compare our benchmarks to your numbers to see where you can sharpen your approach.
