The building industry has always been about making big decisions with high stakes. Now, with competition tight and buyers’ expectations changing, understanding the data behind those decisions is more important than ever. The Bokka Group’s 2024 Home Buyer Conversion Report, the only study of its kind in the housing industry, provides a rare glimpse into what influences homebuyers most. From the digital tools they prefer to the features that move them to register or make contact, it offers data and insights into influential tools at all stages of the sales funnel, from online to on-site. Here are five ways you can harness these insights to stretch your marketing budget further and achieve better ROMI (return on marketing investment).
1. Prioritize What’s Most Important
One of the key insights from Bokka’s Conversion Report is the critical role of visuals in the purchasing process. Across nearly all demographics, photo galleries and interactive floor plans are the website features buyers consider most essential. Millennials and Gen Z particularly favor 3D interactive tours, indicating that immersive, tech-forward tools can help attract younger buyers. For home builders, this means investing in high-quality visuals—especially interactive media. Stunning, professionally shot photo galleries are now essential. Builders that adopt interactive tools such as virtual tours and augmented reality apps can stand out to tech-savvy buyers.
Visuals have a strong impact on buyers’ decision-making processes, and this is especially true for younger generations who are used to engaging with digital content. By focusing on creating visually engaging and interactive online experiences, home builders can capture the interest of potential buyers right from the start. High-quality photos, videos, and immersive tours help create a sense of what living in a particular home would be like, making it easier for buyers to imagine themselves in the space. As a result, builders who prioritize visual content and invest in the latest technology are more likely to see higher engagement and ultimately better sales conversions.
2. Reassess Your Lead-Capture Approach
The data shows that buyers are more inclined to register on builder websites when they see immediate value. Whether it’s access to pricing details, scheduling a tour, or using interactive tools such as customizable floor plans, the key is offering something the buyer feels is worth their time. Buyers want to know, “What’s in it for me?” Your website should answer that upfront to be an effective lead-converting platform. To optimize this strategy, simplify your lead-capture forms. Request only the essentials (name, email, and phone number) and keep any additional fields relevant to the buyer’s journey (e.g., budget and/or time frame). Make the process quick and easy.
Simultaneously, emphasize the benefits of registering, whether it’s receiving personalized updates, early access to inventory, or exclusive content. Tools that provide immediate value—such as appointment schedulers or virtual walk-throughs—can also increase leads. By focusing on what buyers care about, you’re not just capturing leads, you’re creating the foundation for meaningful engagement. This means engaging with potential buyers by understanding their needs and offering them something valuable in exchange for their information. A streamlined and user-friendly registration process, combined with clear and compelling incentives, can significantly improve lead capture rates and set the stage for further interactions that can lead to sales.
3. Transition to Measurable Marketing Approaches
One surprising discovery is the limited impact of certain marketing tools. For instance, while virtual reality (VR) goggles and other advanced technologies are attention-grabbing, their influence on buyer decisions is relatively small. This suggests that builders should be cautious about allocating large portions of their budgets to niche tools without clear ROI. Instead, concentrate on the channels and tactics that are proven to be effective. Email follow-up remains one of the most effective ways to nurture leads, with 95% of buyers likely to use email to get more information.
Builders can maximize ROMI by personalizing email campaigns and segmenting lists to ensure buyers receive relevant, timely updates. Text messaging is also a valuable communication tool, but only after you’ve built a relationship with the buyer. To ensure effectiveness, these tactics should be part of an integrated marketing strategy where each channel complements the other. By focusing on measurable approaches, home builders can allocate their marketing budgets more efficiently, track performance, and adjust strategies based on real-time data. This leads to better-informed decisions and a higher likelihood of achieving desired outcomes, such as increased lead conversions and sales.
4. Reevaluate Generation X
The building industry has always involved making major decisions with significant stakes. Today, with fierce competition and evolving buyer expectations, understanding the underlying data behind these choices is more crucial than ever. The Bokka Group’s 2024 Home Buyer Conversion Report stands out as the only study in the housing sector that offers a unique look into what most influences homebuyers. It examines everything from the digital tools buyers prefer to the features that prompt them to register or reach out. The report provides comprehensive data and insights on influential tools across all stages of the sales process, from online engagement to on-site visits. Here are five strategies you can use to leverage this valuable information, helping you extend your marketing budget and achieve a better return on marketing investment (ROMI). By understanding these key drivers, you can refine your approach to meet current buyer demands and stay ahead in the competitive housing market.
