Home Builder Digital Trends Report
IntroductionGraphic Language is a dynamic web design and digital marketing agency that has carved a niche in the homebuilding industry. With a mission deeply rooted in innovation, we take pride in creating digital solutions that drive results. Our team of creative professionals is dedicated to designing engaging websites, executing strategic marketing campaigns, and providing a suite of services that enhance online visibility and sales for home builders.
We’re drawing on our experience in the homebuilding industry to share invaluable insights to help home builder marketers bolster their digital initiatives. Our goal is leverage our expertise and findings to help guide your digital strategy so you can turn prospects into buyers.
Contributors: Chris Ochs, Brea Buffaloe, Teana Halford
Copyright © 2024 by Graphic Language, Inc. All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means without the prior written permission of Graphic Language, Inc.
What We’re Seeing Digital Trends
Graphic Language has been in the home builder website design and optimization space for about 28 years. During that time we have learned a thing or two about how to structure websites to produce the best results and the highest conversion rates from visit to lead. But home shopper preferences have changed and search savvy has grown over the years so we still like to go back to the data on a regular basis and see how home shopper behavior affects site design, navigation and layout.
To that end, we wanted to take a look at the various most common pages that home shoppers land on when they are looking for new homes, as well as what page types are the most viewed and lead to the most lead conversions. Keeping an eye on this type of data gives us a good understanding of not only what types of pages and information shoppers are most interested in visiting but also what sort pages are resonating most with Google and producing the most entries to the site in order to identify trends and offer some best practice recommendations.
This comprehensive overview of website traffic, page view and lead data is sourced from markets across the US and builders of various sizes that we work with in some capacity and all data is pulled from Google Analytics (GA4) and aggregated to preserve builder anonymity.
Home Shoppers First Impressions
First impressions are very important for home builder websites. Studies have shown that it takes about 50 milliseconds (that’s 0.05 seconds) for visitors to decide whether or not they like your website and if they’ll stay and 88% of users won’t return to a website after having a bad user experience. So it is critical to not only focus on a strong and unique design for your website but making sure that customer questions and concerns can be immediately addressed by the content on your website.
But what pages do most home shoppers first come to when visiting a builder website? Is it the home page that allows builders to tell a very linear story about where they build, why they are better than the competition and why shoppers should buy from them? Or is it more fragmented with shoppers starting and various different pages in the site and taking varied paths to finding the information they are looking for? Knowing this information would definitely be helpful in crafting not only the content for any given page but also putting together the most user friendly navigation patterns and most relevant conversion opportunities on your website. To help answer those questions we took a look at what percentage of traffic enters the typical builder site by page type/category:
Results:
• Honestly, we were a little surprised at how much Community related pages dominated here. Part of this is most likely due to the fact that most community microsites have a large number of different sub pages that will show up in search results (from floorplans, to quick move-in homes to plat maps, area maps and beyond) along with the fact that many of the listing directories (i.e. Zillow, etc.) and paid ad campaigns drive people directly to those community pages. That being said, it is still noteworthy that 47% (on average) of total website visitors are experiencing your home builder website for the first time from some part of a Community page.
• Regional and City pages were the next most common landing page with an average of 18% of total traffic. Combined with Community pages that means 65% of the total average traffic is landing on some variation of a location based page.
• The Home Page was a close third with an average of 17% of total visits. A majority of this traffic was brand specific Organic searches and direct traffic that speaks to the continuing need for, and benefit of, general brand awareness advertising (both offline and online) to drive that traffic and create a name for yourself in a continually crowded marketplace.
• After those top three landing page types there was a drastic drop off to Quick Move-In type pages with an average of 7% of total traffic. In fact, the dominance of those top three page types as being the first impression pages of builder websites was so large that the remaining six page types (floorplans, QMI’s, promo related pages, contact us pages, blog/news pages, and general information/branded pages) made up only 19% of total first impression traffic.
• In general, most of your site visitors are not following the assumed Home Page > Region > City > Community path to finding homes on your site. They are starting much deeper in the site itself and making their way through your information from there.
Key Takeaways:
1. As we all know about real estate in general, location is key when someone is doing a home search. SEO structure and search engine friendly content on your location based pages (Region/City and Community) is more important than ever to show up in search results and compete for eyeballs in a crowded online marketplace.
2. Don’t be afraid to have more info. and general content about your brand and the homebuying process on your Community and Region/City pages. Shoppers aren’t turned off by a bit of scrolling (especially on their mobile devices) so if they are first experiencing your site from this location based pages you might as well give them the information they need to make a positive decision and register their interest on those pages.
3. To that end, having prominent registration forms with strong and compelling calls to action on your Community and Region/City pages is more important than ever.
4. For cities and/or areas where you are building multiple communities make sure that you have some sort of way to feature other “nearby” communities or quick move-in homes on your Community microsites. You’d hate to lose leads from shoppers that are landing on your Community pages first, not seeing what they are looking for, thinking that is all you have to offer in the area, and then leaving your site and shopping with one of your competitors.
5. Make sure your navigation is simple an intuitive from every page of your site so that visitors can navigate easily to other sections no matter where they enter the site. A lot of times builder website navigation is designed with a macro to micro mentality (i.e. that Home Page > Region > City > Community path) but as we can see most of your site visitors aren’t following that path in that order so you need to adapt to fit their needs and make sure your key information is easily accessible no matter what page of your site a home shopper starts on.
User Behavior on Your Website
In addition to knowing what pages shoppers were entering builder sites on we also wanted to get a sense of what they were looking at on the site as a whole and what page types were generating the highest percentage of total leads/conversions. The results showcased some additional insights into potential website optimization to better suit shopper behaviors.
Key Finding & Takeaways:
1. As with the landing page results, Community related pages were dominant in % of pageviews as well as leads. This shouldn’t really be a surprise as this is the ultimate destination that we want shoppers to get to, but it reinforces the need for additional content and conversion opportunities (i.e. forms, phone numbers, chat, etc.) on these Community microsites.
2. Surprisingly, the Home Page ranked second for % of total leads. This indicates a high level of brand specific searches and reinforces the need for continued brand awareness advertising (both online and offline). The fact that the second most likely location for a conversion on a builder website is on the Home Page where the shopper doesn’t know much beyond what your name is and hopefully a general idea of where you build is also an indication of a growing number of shoppers not wanting to go through the whole search process on your website and potentially looking to engage with a real person and be walked through their options. This would indicate more opportunities for click to call phone numbers as well as instant chat opportunities on the builder home pages.
3. Quick Move-In homes represent an opportunity for additional conversion tactics. With 14% of total pageviews only resulting in 7% of total lead volume there seems to be a gap in shoppers looking at these specific homes but not finding the opportunity to register their interest directly for that home or feeling the need to register their interest at the Community level. This would suggest an opportunity to integrate “schedule a tour” type lead forms at the QMI level.
4. Floorplan specific pages also see a sizable decrease in % of pageviews vs. % of leads. Conversion tactics associated with general Floorplan pages could be beneficial.
5. The volume of leads coming from the Home Page would also indicate an opportunity for additional conversion tactics at the Where We Build and Region/City level due to the still general, but more detailed, level of information available on those pages. These high level pages tend to have enough information to give shoppers a strong sense of what is offered (typically giving them a good sense of build locations, product offerings and “starting from” pricing) so we would expect the % of leads coming from these pages to be a bit higher if shoppers were given the opportunity to convert there. Specific click-to-call numbers and instant chat type conversion tools could prove beneficial at this level as well.
Website Design Best Practices
Elevate Your Home Builder Website with These Best Practices
A strong online presence is crucial for home builders in today’s digital age. With most buyers starting their home search online, your website often serves as the first impression of your business. As the saying goes, you never get a second chance to make a first impression. Research shows that 94% of first impressions are related to your website’s design. Further, 75% of consumers admit to judging a company’s credibility based on its website. A poorly designed site can undermine your reputation and drive away potential clients.
If you’re in the homebuilding industry, investing in a top-notch website is not just an option—it’s a necessity. Over our 27 years of building robust website solutions for home builders, we know what works. Here are the essential elements and best practices for creating a successful home builder website.
Key Elements for an Effective Home Builder Website
Custom Design
A well-designed website attracts visitors and converts them into leads and, eventually, satisfied homeowners. While templated website designs offer a convenient and cost-effective solution, they often fall short in providing a unique and engaging user experience that sets your business apart. Home buyers typically visit multiple builder websites so standing out is imperative.
A custom design allows you to infuse your brand’s identity into every aspect of your website, from the layout and color scheme to the content and imagery, ensuring a cohesive and memorable online presence. Custom websites
also offer unmatched flexibility and scalability so you can add new functionality and features as the market changes.
Another benefit of custom-designed websites is the improved performance and user experience. Custom websites are crafted with clean, optimized code and designed with your specific user journey in mind, ensuring fast load times, intuitive navigation, and a seamless overall experience. This level of performance enhances user satisfaction while boosting your search engine ranking, making it easier for potential clients to find you online.
Clear & Concise Navigation
Clear, concise, and easy-to-follow navigation is one of the most important elements of a successful home builder website. It directly impacts the user’s experience and, consequently, the likelihood of converting visitors into leads. When potential buyers visit your website, they are often in search of specific information such as available home plans, community details, or contact options. If they struggle to find this information due to a cluttered or confusing navigation menu, their frustration can lead to a premature exit.
A well-organized, intuitive navigation structure ensures that users can effortlessly explore your offerings, leading to increased engagement and lowered bounce rates. Clear navigation not only builds trust by showcasing your professionalism but also facilitates a smoother path to key actions, such as scheduling a tour or filling out a contact form, ultimately boosting conversion rates.
High-Quality Visuals
When it comes to home building, visuals speak louder than words. Professional photography and virtual tours can significantly impact a potential buyer’s decision. Virtual tours, 3D renderings, and drone footage can provide potential buyers with an immersive experience, making them feel as if they are walking through the property. This visual content can significantly enhance engagement and help convert visitors into leads.
Investing in professional photography ensures that your homes are presented in the best light. Each image should highlight key features and unique selling points. The 360-degree views provided by virtual tours give potential buyers a realistic sense of space and
layout.
Incorporating videos is another powerful way to showcase your homes. Walkthrough videos can capture the essence of living in one of your properties, making it easier for visitors to visualize themselves in the space. Highquality visuals, whether they are photos, virtual tours, or videos, are indispensable for creating a compelling and engaging home builder website.
Responsive Design
With the increasing use of smartphones and tablets, mobile responsiveness is no longer optional. Your website must be optimized for mobile devices to ensure a seamless user experience across all screen sizes.
A responsive website adjusts seamlessly to different screen sizes, providing an optimal viewing experience on smartphones, tablets, and desktops. Test your website on various devices and browsers to ensure consistency and functionality. Pay attention to loading times, as mobile users are often less patient with slow websites.
Simplify navigation for mobile users by using a clean and intuitive design. Large buttons, easy-to-read fonts, and streamlined menus can enhance the mobile experience.
Consider this: 61% of users are unlikely to return to a mobile website they have trouble accessing, and 40% will visit a competitor’s website instead. Additionally, 88% of users won’t return to a website after having a bad user experience. Mobile responsiveness not only improves user experience but also positively impacts your website’s search engine rankings.
Compelling Content
Content is king, especially when it comes to SEO and user engagement. Your website should feature engaging, informative, and SEO-optimized content. This includes detailed descriptions of your homes, informative blog posts, and well-crafted landing pages.
Start with your homepage. This is often the first point of contact for visitors, so it needs to convey your brand message and value proposition. Include a brief overview of your services, along with eye-catching visuals and
compelling call-to-action.
Blog posts are another valuable content type. Regularly publishing articles on topics related to home building, design trends, and home maintenance can position you as an industry expert. These posts not only provide value to your audience but also improve your website’s SEO. Use relevant keywords naturally throughout your content to enhance search engine visibility.
Landing pages should be designed to convert visitors into leads. Each page should focus on a specific service or home model, providing detailed information and clear calls-to-action. Compelling content not only attracts visitors but also keeps them engaged and encourages them to take the next step.
Must-Have Features for Home Builder Websites
Interactive Floor Plans
Interactive floor plans are a game-changer for homebuilder websites. They allow potential buyers to customize and visualize different layout options, enhancing user engagement and satisfaction. These plans provide a hands-on experience, enabling visitors to experiment with various configurations and see the results in real time.
Interactive floor plans can include features such as drag-and-drop furniture placement, color scheme adjustments, and room size alterations. These tools give buyers a sense of ownership and help them envision living in the space.
By offering customizable options, you cater to the unique preferences and needs of each visitor.
Incorporate high-quality images and detailed descriptions for each floor plan. Highlight key features and benefits, and provide information on available upgrades and customization options. Interactive floor plans not only enhance user experience but also increase the likelihood of conversion by helping buyers make informed decisions .
Interactive Lot Maps
Having an interactive lot map on your website is a game-changer for builders aiming to enhance customer experience and streamline sales processes. This feature allows potential home buyers to visualize the community layout, explore available lots, and access detailed information about each home right from their devices. Providing this immediate access saves both buyers and sales teams valuable time, reducing the need for repeated inquiries and visits to the sales office.
Interactive lot maps should be easily updated in real-time, ensuring that the information is always current, which helps build trust and transparency with prospective clients. Our soon-to-be-launched SPOT™ (Single Point of Transaction) Maps, a new proprietary mapping solution, is designed to enhance your static lot map images by
overlaying Google Maps to offer real-world context. Our SPOT™ Maps also integrates with your website and ERP system so you can provide real-time information such as lot status, pricing, available floorplans, photos, and videos.
Customer Testimonials
Customer testimonials are a powerful tool for building trust and credibility. Positive reviews and testimonials from satisfied clients can significantly influence a potential buyer’s decision. They provide social proof, demonstrating that others have had positive experiences with your company.
Feature testimonials prominently on your website, ideally on the homepage and dedicated testimonial pages. Include quotes from happy customers along with their names and, if possible, photos. Video testimonials are even more compelling, as they add a personal touch and authenticity.
Encourage satisfied clients to leave reviews on platforms like Google, Yelp, and social media. Regularly update your testimonials to keep the content fresh and relevant. Customer testimonials not only build trust but also provide valuable insights into the quality of your work and customer service.
Lead Generation Forms
Effective lead generation forms are essential for capturing potential customers’ information. These forms should be strategically placed throughout your website, making it easy for visitors to get in touch or request more information.
Keep your forms simple and user-friendly. Ask for basic information such as name, email, and phone number. Additional fields, such as the type of home they are interested in or their preferred contact method, can provide valuable insights for follow-up interactions.
Use clear and compelling calls-to-action to encourage visitors to fill out the forms. Phrases like “Get in Touch,” “Request a Quote,” or “Schedule a Tour” can motivate users to take action. Once a lead is captured, follow up promptly with personalized communication.
Marketing Landing Pages
Dedicated marketing landing pages offer a targeted approach to capturing and converting leads. Unlike generic web pages, these pages are specifically designed to address the needs and interests of visitors who have clicked on a particular ad or link. By focusing on a single goal: whether it’s collecting contact information, scheduling an appointment, or promoting a home plan, community, or incentive —marketing landing pages streamline the user journey and reduce distractions.
Effective landing pages can be tailored with persuasive content, compelling visuals, and strong calls-to-action to maximize engagement and conversion rates. Dedicated landing pages allow for better tracking and analytics, enabling you to measure the success of your marketing campaigns precisely and make data-driven improvements. These specialized pages are essential tools for any effective digital marketing strategy, providing clear pathways for potential customers to become satisfied clients.
Graphic Language website clients have access to our Marketing Landing Page builder, which allows builders to quickly create dynamic marketing landing pages that stay consistent with their website design. Our landing page builder is tied into our content management system (CMS), smartEDIT 5.0, so all of the content and images are automatically pulled directly from the database.
Building a successful homebuilder website requires attention to detail and strategic planning. At Graphic Language, we’ve spent the last 27 years crafting unforgettable custom home shopping experiences to help our homebuilder clients stand out in a crowded marketplace. We understand the importance of creating a unique and tailored online experience for home buyers that not only captures their attention but also keeps them engaged throughout their journey.
In an industry where first impressions are crucial and user experience is paramount, having a custom website is essential for success. When you’re ready to stand out in a digital world, schedule a demo and we’ll show you how we can help achieve your goals.
Paid Media Trends
What’s Working in Paid Media This Quarter
The spring homebuying season, usually a busy and promising time, has taken a challenging turn thanks to elevated mortgage rates. Recent data has revealed significant shifts in search behaviors and ad performance, especially concerning new home communities. Home builders adapted their strategies to maintain visibility and drive engagement as buyer demand softens. Here are some key trends impacting paid media within the real estate sector and offer actionable insights to help marketers optimize their campaigns.
Key Trends
Decreasing Search Volume for New Homes: Google Search Trends indicated that “new home communities” and “new homes for sale” searches have decreased in the past couple of months, suggesting a softening in buyer demand .
Prioritizing Brand Awareness: Decreased search volume hasn’t stopped home builders from focusing on paid search ads. As impression share has grown, so has the cost per impression (CPM). This trend is even stronger in Performance Max campaigns, which can find new customers who aren’t actively searching. As a result, we are seeing increased brand-specific searches, especially when it comes to big-name brands such as Realtor.com.
Performance Max Power Plays: Performance Max campaigns have shown promising results, but this is especially true during promotional periods. We’ve observed significantly higher click-through rates (CTRs) and conversion rates when these campaigns are coupled with special offers and incentives.
With decreasing search volume and increased competition and costs, how can home builders navigate this market shift as we head into Q3? Here are some actionable insights and steps to better position yourself to capture buyers still in the market.
Revisit Keyword Strategies: Analyze your current keyword mix and consider incorporating broader search terms related to your brand and location to reach more top-of-funnel users. Explore long-tail keywords that target specific buyer needs and communities.
Invest in Brand Storytelling: Create engaging content highlighting your brand’s identity, dedication to quality, and what makes your business stand out. This not only strengthens your market position but also gives ad platforms more content to work with to create high-performing ads. For instance, according to Google, Performance Max ad groups that include video leads to 12% more conversions on average.
Leverage Promotions with Performance Max: Home builders are leaning in on incentives and promotions and you should be as well. Maximize the potential of these initiatives by increasing reach with Performance Max campaigns. This gets your offers in front of more potential customers and gathers valuable data to fuel your longterm marketing strategy.
The paid media landscape for the real estate market is undergoing notable transformations. Decreasing search volumes for new homes signal a change in buyer demand, yet this hasn’t deterred home builders from prioritizing brand awareness and leveraging Performance Max campaigns. Marketers can navigate these trends effectively by implementing these insights to have more impactful advertising efforts and ultimately, better engagement with potential home buyers.
On the Blog What We’re Talking About
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Google Marketing Live 2024 Key Takeaways
What We’re Thinking About
At Google Marketing Live 2024, Google announced a groundbreaking suite of AI-powered features designed to transform digital advertising for marketers. These innovations are set to revolutionize the industry, offering enhanced creative tools, new ad placements, and improved reporting capabilities. With significant upgrades to Performance Max, Demand Gen, and Search Ads, Google empowers marketers with advanced technologies to streamline their processes, optimize their campaigns, and achieve deeper insights.
Here’s a quick look at the upcoming enhancements to Performance Max, Demand Gen, and Search Ads:
Performance Max Upgrades:
• AI-Powered Creative Tools: Marketers can now mass-create new ad variations using Google AI, streamlining the creative process.
• New Ad Placements: Ads will be able to appear in the new AI Overview section of Google’s search results when using Performance Max.
• Deeper Reporting Capabilities: Enhanced reporting will provide marketers with detailed insights into ad placements, and asset-level reporting will soon be available.
Demand Gen Upgrades:
• Run Campaigns on Enterprise Platforms: Manage campaigns on platforms like Display & Video 360 and Search Ads 360.
• New Ad Formats: Image ads can now be animated, allowing homebuilders to showcase their brands on YouTube Shorts.
• Lookalike Audience Updates: Building lookalike audiences is now easier with the list size requirement reduced from 1000 to 100 users.
Search Ads Updates:
• AI-Powered Ad Experiences: Search ads can now serve within AI Overviews when relevant to user queries.
• Conversational Campaign Creation: This feature, available on some accounts, allows users to input their URL and leverage a conversational interface to suggest copy, keywords, images, and sitelinks.
The innovations unveiled at Google Marketing Live 2024 promise to revolutionize the way home builders approach digital advertising. With advanced AI tools enhancing creativity, expanding ad placements, and refining audience targeting, marketers can expect greater efficiency and effectiveness in their campaigns. These updates not only simplify campaign management but also provide deeper insights and broader reach, enabling home builders to connect with their audience more strategically and successfully than ever before.
Need help with your digital marketing strategy? With over 27 years of experience working exclusively with home builders, we know what works. Connect with us to see how we can help fine-tune your digital marketing strategy.
