As we rounded out the year, we saw no real surprises with Q4 metrics. With a continued increase in prospecting efforts from online sales, a leveling out of interest rates, and price reductions and incentives from builders, we weren’t surprised to see a jump in lead-to-appointment-kept numbers.
The appointment-to-sale conversion at 15% stayed steady,
but the overall online sales contribution dipped a bit to 47%
down from 51%. This is likely due to an increase in overall walk-in traffic, new home inventory homes, and real estate agent activity. With a lack of used homes on the market, agents are looking to new homes. In some cases agents are leveraging the MLS, bypassing online sales, and heading directly to onsite. This can account for a slight drop in online sales contribution.