I recently had back-to-back calls with two brand new online sales specialists who are each managing fewer than 100 leads a month. It’s not that their builders aren’t getting leads overall, but these particular companies are smaller-volume home builders going through natural ebbs and flows. In both conversations, these specialists hinted at the same underlying question:
"What am I supposed to do once I'm finished with my day-to-day lead follow-up?"
I’ve been in their shoes. When I started out, the internet was still “new,” and I was handling around 120 leads a month. That didn’t feel like much, but I stayed busy—partly because I was also in charge of marketing (yep, all of it) for that builder! In today’s market, if you find your lead volume is lighter—or if it happens to slow down at any point—you don’t want to sit around twiddling your thumbs. You want to create value.
Below are some of my key recommendations for online sales specialists (and their marketing teammates) on how to stay productive, add value, and be ready to scale up again when leads inevitably surge.
1. Focus on Lead Converting Activities First
Your primary responsibility is always converting leads. If you have fewer new inquiries, devote extra attention to the leads that have been in your CRM for a while—the ones you might have sidelined when you were busier. The more you nurture, the more likely you are to help these prospects move forward. It’s called “lead converting” for a reason, so give it your best before anything else.
2. Move on to Lead Generating Activities
When you’ve truly maximized your outreach and nurturing, look for ways to generate new interest. This is where online sales and marketing can—and should—team up. Here are a few ideas:
- Partner with Marketing: Brainstorm promotions or social media campaigns that could spark fresh inquiries
- Manage the "Online Model Home": Think of your website like you'd think of a physical model home. Is it up-to-date and welcoming, or are there virtual cobwebs? Make sure it reflects what your prospects are actually asking about.
- Review Your MLS Listings: If your homes are listed in the MLS, ensure that everything is accurate and current. Nothing drives buyers away faster than stale or incorrect info.
3. Become a Content Champion (Especially on Video)
In many cases, the online sales specialist is the "face" of the builder. You’re already in conversation with so many buyers—why not let them see and hear you, too? Even modest video equipment can help you produce quick tours, neighborhood highlights, design tips, or mini “FAQ” sessions.
- Why Video? Because people connect with people. Your authenticity and enthusiasm for your product - the homes and communities you represent - can be contagious.
- Quick Tip: Don't overthink it! A simple smartphone setup can do wonders. Show homes in progress, talk with a construction manager about community features, or address common buyer questions in short, shareable clips.
4. Champion the CRM (Without Being the "Police)
100% of the builders we work with need more CRM training and adoption across their teams. As an online sales specialist, you live in the CRM. You know its features and quirks better than anyone. Offer to share tips at the next sales meeting—brief, simple how-to’s can go a long way. Show your colleagues how to track communication more efficiently or set reminders and follow-ups that actually work.
The idea isn’t to “boss people around” but to ensure that everyone leverages this powerful tool to its full potential. You can be that go-to resource for keeping things organized.
5. Embrace (and Learn) AI
Start working with AI, or you’ll soon be working FOR AI. It is rapidly changing how we handle customer interactions, marketing strategies, and even basic tasks like drafting emails or brainstorming content ideas. If you’re not currently exploring AI, now is a great time to start. Learn how ChatGPT (or other AI platforms) can speed up your workflow or help with writing, data analysis, and much more.
- Think Big-Picture: Eventually, AI may integrate with your CRM to automate initial responses. If you understand it early, you'll be the one guiding how your builder uses it.
6. Don't Over Commit to Tasks You Can't Drop
Remember, when lead volume ramps up again—and it will—you need to be able to pivot quickly back to first response and nurturing. If you take on responsibilities that can’t be paused (like coordinating starts, managing every piece of the marketing puzzle, or anything else that’s truly full-time), you’ll be in trouble when your leads double overnight.
So, choose projects that are important but flexible. Whether it’s refreshing website content, shooting a mini video series, or hosting a weekly CRM hack session—make sure it’s something you can suspend or delegate quickly when you need to get back to your core role.
Final Thoughts
If you’re new to online sales or you’re finding yourself with a slower lead volume, this is prime time to add value. Dive deeper into nurturing old leads, partner with marketing on fresh content, become your team’s CRM expert, and don’t be afraid to get in front of the camera. These are the kinds of efforts that will pay off in stronger relationships, higher conversion rates, and better brand visibility down the line.
And remember: there’s no need to panic if lead traffic seems light. By making the most of your downtime in productive, creative ways, you’ll be better positioned for success when those lead numbers spike again.
