With the start of the new year, we saw leads increase along with sales for most builders in most markets compared to Q4. We’ve also seen record-high traffic to builder websites, but that hasn’t translated into record-high leads. However, those who do end up becoming a lead are higher quality. Compared to the previous quarter, most reported a steady increase in leads and appointments, and many builders are meeting or exceeding their sales goals. Q4 2022 was challenging, to say the least, so it is refreshing to see the first part of 2023 recover from that dip.
As we look at the first quarter of this year, some metrics jumped out and surprised us. We’ll highlight those below. Our goal is to keep you informed on benchmarks and the latest metrics and make sure you are setting your program up for success.
Overall, home builders are fortunate that inventory levels of resale homes remain low. That has given us the lift needed to make it through a higher interest rate environment. We encourage Online Sales Teams everywhere to focus on the foundational activities that produce the results. In addition, the last half of 2022 into this year looks and feels more like 2019 as it relates to conversion rates. 2019 averaged a 39% contribution rate. We anticipate as we reach more of an equilibrium that 50% contribution continues to be a healthy goal to target.