More Than 50% of New Home Sales Resulted From Online Sales in 2020

Digital marketers are intimately familiar with the ways that the COVID-19 pandemic has pushed life online. Work, school, hobbies, exercise, and shopping have all taken on new lives online. Perhaps it should come as no surprise, then, that 2020 saw such a marked increase in online home sales. With the ability to casually peruse home sales websites and make virtual home-viewing appointments, this online direction has made things easier on customers in some ways.

Recent research tells us that 51% of all home sales from builders began as online leads last year – a sharp increase from the rate of online leads in 2018 when fewer than a third of online interests converted to a purchase. There are several contributing factors to this dramatic change in customer behavior – not least, the economic conditions that the pandemic has created, favoring buyers more than in recent years. 

Homebuilders have responded in many ways, including hiring additional online sales experts to bring these leads to fruition. There are other digital embellishments that homebuilders can consider, including virtual sales tools, pre-recorded video walkthroughs, 3D tours, and more. The further home building brands move towards digital experiences, the more inspiration they give to interested homebuyers who want to get a deeper feel for a home – its layout, light sources, finishes, etc. before committing.

The home building industry is bracing for continued growth in online sales to help work with new leads and optimize virtual tools that bring potential buyers closer to their decision. If you are a homebuilder looking to extend your digital capabilities, ASTRALCOM can help. Here’s my extended POV on the digital journey toward purchasing a home.