The first half of this year has been super positive for new home builders! We’ve seen strong traffic to websites, a slight increase in leads, and sales goals achieved across the board.
Lead to appointment numbers ticked up slightly to 41%, which wasn’t a big change from Q1 despite an increase in leads. A steady appointment conversion with a slight increase makes sense. As teams got busier with more new leads in April and May, it left less time to prospect to older leads. Not to mention, a lot of the leads coming in have been Realtors.
It has been exciting to see the appointment to sale number go up from 19% in Q1 to 21% in Q2! This tells us a few things:
Overall online sales contribution is steady with a slight increase at 46% compared to Q1, which is still down a bit from last year. However, this is totally fine! In fact, we have returned to a more normal market with a healthy mix of walk-in, Realtor, and online traffic. For comparison, in 2019 the average online sales contribution was 39%.
When we extrapolate our long-time well-established programs, the online sales contribution is still at 50%. The biggest difference in teams that consistently hit this 50% number is:
* The benchmarks that we provide are based on data across a sampling of our builder partners that count leads, appointments, and sales by the same criteria. It is a mix of small, medium, large, and on-your-lot builders.