[FREE DOWNLOAD] Home Builder Online Sales Funnel Tracker

Does your online marketing create a steady increase of website traffic, new website leads, and appointments that you can clearly see month after month? An at-a-glance dashboard of your online new home sales funnel can be a useful tool for you and your team to expertly navigate ups and downs in your market. It can also help you make confident decisions about when, and where, to invest additional marketing dollars.

Although many industry-specific CRMs include a dashboard to help you visualize the health of your online sales funnel, if you don’t currently have a CRM you can easily set up a dashboard using an Excel spreadsheet. In fact, we’ve made it even easier with a free, downloadable Online Sales Funnel Tracker worksheet.

Each month, simply update the worksheet with your actual results from each of the six stages of the sales funnel. If you are using content marketing such as blogs, email, PR, SEO and social media you’ll see these numbers steadily increase over time.

You’ll also be able to identify which stage(s) of the Sales Funnel are not performing well, and which online tools to use to improve results.

Here’s a brief overview of each of the six stages of the Sales Funnel:

1. Website traffic

For most builders, you don’t need thousands of visitors to build a solid sales funnel. You just need the right visitors. Content marketing that is optimized for SEO acts like a signage program all over the web to attract buyers to your website. It’s estimated than 90% of home buyers start their search online, so this is the first step of a healthy Sales Funnel.

Tools include: SEO, blogs, video, social media

2. Traffic-to-Lead Conversion

Simply, how many unique visitors to your website register with at least a valid email address? The average website conversion is between 1-3%. That means that for every 1,000 unique visitors 10-30 opt-in to receive additional information from you. Builders that focus on increasing website conversion rate to 5% or better will produce at least twice as many leads per 1,000 visitors than the average home builder.

Tools include: blog subscription sign up box, home buyer planning worksheet downloads, brochures, pre-Grand Opening list sign up, A/B testing

3. Lead-to-Appointment Conversion

As you attract more leads on your website, you’ll begin to build an email list of prospects. This is one of a home builder’s biggest assets, and this is particularly true for small builders. But beyond simply collecting email lists in a database, builders have an opportunity to provide additional value for buyers through online marketing and sales follow up. This leads to more appointments and shorter sales cycles.

Tools include: RSS-to-Email campaign, email newsletters, social media, sales person follow up, auto-responders.

4. Appointment-to-Sale Conversion

Conversion at this stage requires an experienced and knowledgeable Sales Professional who can establish trust, qualify prospects, demonstrate the product, and ask for the close. However, content marketing can play an important role for prospects that continue to shop around after their on-site appointment.

Tools include: RSS-to-Email, email newsletters, promotional emails, social media, online surveys

5. Sale-to-Close Conversion

Simply, what is your cancellation rate? This section of the sales funnel will be more significant for some builders than others. Although your Sales professional and buyer will be in communication during this time, content marketing can help you set the stage for a positive home ownership experience.

Tools include: autoresponders, templated email messages, surveys, blog

6. Homeowner-to-Referral Conversion

Also referred to as the lost stage of the sales funnel, because so few home builders focus on active marketing to existing homeowners. How many of your current homeowners are referring new business to you?

Tools include: email marketing, social media

Create an at-a-glance dashboard for your Sales Funnel to communicate with internal teams, coach sales and marketing team members, and establish goals and objectives for the year ahead.





Dawn Sadler

Dawn Sadler is the Founder and CEO of Builder Target. She is also a speaker, author, and content strategist.

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