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 industry-standard performance metrics for online sales programs.
Before stepping back to review the full year, let’s take a closer look at Q4 2025. From Q3 to Q4, both lead-to-appointment and appointment-to-sale conversion rates increased by 1%, signaling improved efficiency throughout the funnel. During the same period, overall online sales contribution declined slightly, down 2%.
Online Sales remained consistent in both process and prospecting efforts, with a strong focus on building meaningful connections with leads. Even as lead volume continued to trend lower, Online Sales concentrated on maximizing every opportunity available. In Q4, 18% of all appointments came from aged leads generated through prospecting—reinforcing the continued importance of these efforts.
As expected seasonally, online lead volume declined 11% from Q3 to Q4. To gain a clearer year-over-year picture, we also analyzed the same large subset of lead data from last year’s Q4 data, which hasn’t been significantly affected by the expansion or contraction of community count. This comparison revealed a 8% decrease in new leads year over year. While the top of the funnel remains constrained, this decline further highlights the impact and importance of the conversion improvements achieved. Simply put, Online Sales is doing more with less.
When we look specifically at top-performing, established Online Sales programs, strong performance continues across the funnel:
* 52% lead-to-appointment conversion rate
* 21% appointment-to-sale conversion rate
* 55% contribution to total company sales
As we move into the new year, the leads generated in Q1 will help fuel performance throughout the year. Prioritizing timely follow-up, along with humanized and personalized outreach, will be critical to sustaining momentum and driving continued success.
2025 Year-End Benchmarks
The numbers are in, and the data has been crunched—the 2025 year-end benchmarks are here! We’re excited to share how this year’s results compare to last year and what they reveal about the overall health of online sales in the homebuilding industry. More than just performance metrics, these benchmarks highlight how online sales teams are evolving and adapting in an ever-changing market.
To compile this data, we analyzed performance metrics from more than 120 Online Sales Specialists, including only those who consistently track their metrics using the same methodology. This approach ensures high data integrity and allows us to report meaningful averages that highlight broader industry trends.
In 2025, the lead-to-appointment conversion rate increased by 2%, a metric that sits entirely within the control of Online Sales. This improvement is driven by timely outreach, personalized communication, and strategic prospecting to aged leads already in the system. With overall lead volume lower throughout the year, Online Sales focused on getting as many qualified leads as possible to an appointment—and ultimately onsite—and the results clearly reflect that effort.
In 2025, aged lead appointments accounted for 18% of all online appointments - a powerful reminder that consistent prospecting pays off. Prospecting isn’t about quick wins; it’s about building momentum over time. This steady contribution to appointments from aged leads proves that sustained follow-up strengthens the entire conversion funnel. This was a big focus and win for 2025.
The appointment-to-sale conversion rate, however, declined by 2% year over year, landing at 19%. Ongoing market challenges and buyer hesitation contributed to longer decision cycles, with some prospects ultimately choosing to delay their purchase.
A bright spot worth celebrating - overall online sales contribution held steady at 49% in both the 2024 and 2025 year-end results. Strong online sales programs continue to be a constant across the industry, accounting for nearly half of builders’ annual sales. Consistent lead nurturing within these programs drives higher-quality appointments and meaningful sales that directly impact the bottom line.
Once again, Online Sales delivered strong, reliable results. In a market defined by change, online sales remains a critical driver of success for new home builders—proving its value year after year.
2026 Focus for Operational Excellence
Personalization
* Your leads want to hear from a real human. Personalize your outreach, speak to their needs, and focus on building genuine connections.
Relentless Prospecting
* Prospecting is a long game built on consistency. Stay disciplined, stay visible, and don’t take your foot off the gas—momentum matters.
Strong Onsite Relationships
* Partner closely with onsite teams through clear, proactive communication. Strong alignment keeps appointment-to-sale conversions healthy and growing.
