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.

Let’s take a look at Q4 numbers first. The online sales contribution to total company sales stayed mostly steady, coming in at 50% in Q4. Unsurprisingly, we saw an expected decrease in lead volume in Q4, which we attribute to the seasonality of the market. From Q3 to Q4 leads had an 11% decrease. For the most part, the industry benchmarks stayed consistent moving through Q4, which tells us that the quality of leads is good and online sales is performing well. 

Q4 2024 Numbers: 

• Lead to Appointment: 37% (no change from Q3)
• Appointment to Sale: 21% (up 1% from Q3)
• Online Sales Contribution to Total Sales: 50% (down 2% from Q3)

2024 Year-End Benchmarks 

Now that we've looked back at Q4, the moment we've all been waiting for has arrived—2024 year-end benchmarks are here! We’re eager to reveal how this year's results compared to last year's performance. These benchmarks provide insights into the health of online sales within the homebuilding industry, reflecting the dynamic shifts in today’s ever-changing market.

To compile this data, we analyze metrics from over 125 Online Sales Specialists, ensuring we only include those who consistently track their metrics in the same way to offer high data integrity. By working with averages, we provide a comprehensive overview of the overall trends.

In 2024, we saw an increase in both the appointment-to-sale conversion as well as the overall online sales contribution. The appointment-to-sale conversion went from 20% in 2023 up to 21% in 2024, and the overall online sales contribution went from 47% in 2023 to 49% in 2024. These increases highlight that when leads go through the online sales program and finally commit to an appointment, they convert well. The online sales program easily tees the customers up for a sale by already having multiple touch points with your company before even stepping foot in your door.

It is interesting to see a decrease in lead-to-appointment conversion, going from 41% in 2023 to 38% in 2024. Market hesitancy and lack of urgency were conditions many builders faced in 2024, and that shows in this metric. Also, we saw some builders trying a variety of different marketing tactics with the goal of obtaining more leads. Some of these lead sources did not convert as well compared to direct website traffic and more proven paid ad strategies. 

2025 Areas of Focus: 

• It's "new home selling season," which means we will see an increase in lead volume, so we have to do a great job with each lead, but also make sure we can be available for the next lead coming our way. 
• Time blocking and focusing on the first priorities of your role will be crucial. 

First Priorities to Focus On When It Gets Busy: 

• New lead management 
• Answer rate for inbound calls 
• Appointment creation and handoff 
• Prospecting
• Reporting 
• Attending sales meetings 

Overall, online sales have once again delivered strong, consistent results for another year. In an evolving market, online sales continues to remain a constant for builders and plays a vital role in achieving overall company sales goals. Their ability to adapt and thrive in any market shows their importance as a key contributor to long-term success.

We are looking forward to everything that 2025 will have in store for our industry! Let’s make it a good one!