Graphic Language Home Builder Digital Trends Report - Summer 2025

ISSUE 06

Home Builder Digital Trends Report SUMMER 2025

Introduction

Graphic 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 © 2025 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.

Contents Insights & Trends

4

Website Engagement Trends

9

New Website Launch

14

New Website Launch

17

The Latest & Greatest

20

What We’re Talking About

23

Q2 Traffic and Conversion Trends

How AI Search is Transforming Website Traffic

Inside HistoryMaker Homes New Website

A Foundation Built Online: Southern Homes’ Digital Transformation

A Sneak Peek at New Graphic Language Features

What’s on the Blog

Insights & Trends

Q2 2025 Traffic & Conversion Trends What New Home Builders Need to Know

Finding qualified buyers in today’s competitive market isn’t easy, and every website visitor and conversion counts.

That’s why it’s essential to review your marketing performance regularly and understand not only how much traffic you’re generating, but also whether it’s yielding meaningful results.

We reviewed our clients’ Q2 2025 marketing performance data across key channels and compared it to Q2 2024 to identify what has been working and what needs improvement. The results show a clear shift: smarter targeting, more engaged users, and huge wins in a few strategic areas—alongside a few red flags that are worth addressing.

At a Glance: Strong Year-Over-Year Growth The standout stat? Conversions jumped 45% year-over-year. That’s not just more traffic; it’s betterquality traffic. Visitors this year were more likely to take meaningful actions, such as submitting a contact form or scheduling a tour, indicating stronger interest and intent.

4

Top-Performing Channels: Where Growth is Happening Let’s take a closer look at the channels that stood out in Q2 2025, either by driving considerable growth or delivering highly efficient conversions.

1. Paid Search/Cross-network: Paid Search continued to do the heavy lifting: •

Sessions increased by 5%

•

Conversions jumped 84%

•

Conversion rate rose 75% (from 1.96% to 3.44%)

This likely reflects the impact of increased ad spend, up roughly 70% year-over-year, combined with improved targeting, stronger ad creative, and better alignment between keywords and user intent.

For builders investing in Google Ads or Bing, the results show that while you’re spending more, you’re also seeing more substantial returns and better conversion efficiency.

2. Referral: This was the highestconverting channel of the quarter, with a conversion rate of 7.35%.

Referral also saw improvements in the following KPIs:

5

•

Sessions increased 65%

•

Conversions improved 195%

•

Conversion rate rose 3.25 points (from 4.10% to 7.35%)

Referral users came in fewer numbers than Paid Search or Organic, but they were highly motivated, likely coming from trusted websites or referral partners. If you’re not actively building out referral partnerships or featured listings on high-traffic platforms, now’s the time.

3. Social Media (Organic + Paid): We combined Paid and Organic Social into one Social Media channel after realizing Google Analytics was mislabeling some paid traffic as organic. This change gave us a better view of how everything was performing, and the results were impressive: •

Sessions are up 55%

•

Conversions increased 339%

•

Conversion rate improved 0.32 points (from 0.17% to 0.49%)

More than just vanity metrics, social users are now converting. That points to stronger content, more thoughtful community engagement, and likely improvements in tracking. This is proof that your efforts on Facebook, Instagram, TikTok, or even LinkedIn can directly support sales.

Mixed Results: Channels with Potential Email: There was decent growth in users (+84%) and sessions (+48%), but the conversion rate dropped by 42%.

This might mean your email list is growing, but engagement is softening or that follow-up content isn’t resonating as well. Try re-engaging your list with value-driven campaigns or improving segmentation.

Areas Needing Attention Syndication (Listings): Traffic dropped by 42%, and conversions plummeted by 67%. This channel once had solid performance, but the sharp decline raises questions: •

Are fewer people browsing listing platforms?

•

Are your listings outdated or unoptimized?

•

Is your syndication partner underperforming?

This is worth a deeper dive to make sure you’re getting a return on this investment.

Organic Search: Sessions and conversions declined here, too:

6

•

Sessions declined 6.3%

•

Conversions are down 11%

This is especially concerning because Organic Search is usually a high-volume, cost-effective source of traffic. The likely culprits? Google algorithm changes, increasing competition, and the growing reliance on AI-based search tools.

As the overall search landscape changes, now is a good time to revisit your SEO strategy. Freshen up the content on your key pages to make them more AI-friendly, double down on local SEO, and expand FAQ content to ensure you appear as frequently as possible in those AI overviews.

Display: Traffic rose slightly, but conversions dropped by 42% and conversion rate fell by 0.44 points.

Display ads might still bring in visibility, but they aren’t converting like they used to. This could be due to ad fatigue, irrelevant targeting, or a poor landing experience. If you’re running banner campaigns, consider testing new creatives, or shifting budget elsewhere.

Key Opportunities for Home Builders in Q3 and Beyond Here’s where we recommend focusing your energy based on the Q2 2025 data: •

Referral: Strengthen partnerships and featured listings.

•

Organic Social: Amplify what’s working and double down on high-performing content.

•

Paid Search: Scale up high-performing campaigns and refine keyword strategy.

•

Organic Search: Refresh pages, invest in local and long-tail search content.

•

Syndication (Listings): Reevaluate platforms or optimize existing listings.

•

Display: Improve creative, refine audiences, test new landing pages

Growth Is Here. Now It’s Time to Optimize The Q2 2025 numbers tell a compelling story: more people are coming to your website, more are engaging, and more are converting than they were a year ago. But not every channel is pulling its weight.

The best next step is to focus on what’s working (like Paid Search, Organic Social, and Referral), while taking a critical look at underperforming channels (like Display and Syndication).

Your audience is out there and showing interest. With smart refinements, Q3 could be even more successful.

7

Website Engagement Trends

How AI Search is Transforming Website Traffic

The way we search online is changing rapidly. With Google, Bing, and other major platforms integrating advanced AI into their core search functions, users can now get faster and more precise answers directly from search engine results, often without visiting external websites. While this convenience improves user experience, it’s creating new challenges for industries dependent on online visibility, including homebuilders.

This shift has profound implications, pushing businesses to rethink their SEO, content creation, and customer engagement strategies.

How can homebuilders continue driving website traffic in this changing digital landscape? The key lies in understanding these AI-driven transformations and adapting to the opportunities they bring. By embracing these changes, homebuilders can not only maintain their online presence but also thrive in the era of AI-powered search.

Understanding AI-Powered Search Engines To grasp the impact of AI on homebuilder websites, it’s essential to understand how AI-powered search engines function and differ from traditional ones.

How AI Search Engines Work To understand the impact on homebuilder websites, it’s important to know how AI search engines work and how they differ from traditional search systems.

9

How AI Models Differ from Traditional Search Traditional search engines, like older versions of Google or Bing, show users a list of websites based on keywords and ranking factors like backlinks. AI-powered search engines, however, use generative AI to provide direct, detailed answers right on the search results page.

Instead of just listing sources, AI extracts, combines, and summarizes information from multiple websites into a single response. While this makes things easier for users, it’s a challenge for website owners. Fewer people click individual links, leading to a drop in organic website traffic.

The Problem with AI Summarization AI is designed to give thorough answers directly in the search results. For example, a homebuyer searching for “new homes in Seattle under $500,000” might see a full response listing homebuilders, locations, and price ranges, without needing to visit any websites. This behavior has led to what’s called the “60% Problem,” referring to the decline in traffic to individual sites.

What is “The 60% Problem”?

One of the biggest challenges created by AI search engines is “The 60% Problem.”

Industry data reveals that 60% of searches now result in no clicks at all, as users find what they need directly from the AI-generated summaries in the search results.

Why It Matters for Homebuilders In homebuilding, customers often visit websites to compare properties, explore designs, or check pricing. Fewer clicks mean less engagement, which can have major impacts: •

Less Website Traffic: Fewer visits mean fewer leads.

•

Lower Content Visibility: Potential buyers miss out on seeing the full range of your services.

•

Increased Competition: With fewer chances to attract clicks, being visible in AI summaries becomes even more critical.

Homebuilders need to rethink their digital strategy to keep their brand and services visible in this zero-click search world.

Implications for Homebuilders in an AI-Driven World Homebuilders face big challenges in today’s changing search environment. To stay visible and keep potential buyers interested, websites need to adapt. Here’s what’s important: •

Focus on Relevance: Generic SEO doesn’t cut it anymore. Homebuilders need to create localized, relevant content to stay competitive.

•

Optimize for AI Summaries: Content should be designed to fit into clear, concise AI-generated summaries for better visibility.

•

Explore Non-Web Channels: With fewer people visiting websites directly, it’s crucial to use other platforms like social media and email marketing to stay connected with potential buyers.

Strategies For Adapting to Changes in AI Search Success in this new landscape requires a proactive approach. Here’s how homebuilders can reimagine their online strategies to thrive in an AI-centric world: Content Optimization for AI Capturing the attention of homebuyers online requires creating content that is not only relevant and informative but also carefully optimized for search engines.

•

Focus on Relevant Content: Use keywords that matter to homebuyers, like location, price range, property type, and amenities. Make sure your content answers users’ exact questions. For example, if you’re highlighting “new homes in Austin,” include pricing details, neighborhood information, and unique features of your properties.

•

Be Clear and Informative: Combine engaging descriptions with useful facts. Search engines prioritize accurate, helpful content while still valuing language that’s easy to read and user-friendly.

•

Optimize for Featured Snippets: Format content with clear, concise answers to common questions. Use FAQ sections, bullet points, and headers to make your information easy for search engines to extract.

•

Provide Unique Value: Go beyond generic AI-generated responses. Share detailed insights, like builderspecific features, floor plans, or homeowner testimonials, to offer something more meaningful to your audience.

11

Diversifying Content Formats AI searches aren’t just about text. Videos, virtual tours, detailed infographics, and 3D property models can attract visitors directly to your site. To enhance your website, try: •

Adding virtual tours or 360-degree home walkthroughs.

•

Infographics with pricing, floorplans, and energy-saving details.

•

Interactive maps showing nearby amenities.

•

Sharing video explainers on the home-buying process.

•

Posting home maintenance tips as podcasts or short videos.

Using different formats appeals to both people and AI tools, increasing your chances of being featured in summaries, add depth to your storytelling, and leave a lasting impression.

Leverage AI Tools for Your Own Benefit Homebuilders can use AI to improve their marketing and operations. Tools like Jasper and Grammarly can help create and refine content, while ChatGPT can draft FAQ sections or respond to customer inquiries.

Here’s how homebuilders can make the most of AI: •

Focus on Conversational and Voice Searches: Many people now search for things like “best new home builder near me.” Make sure to address these types of queries directly.

•

Personalized Customer Outreach: AI can analyze user behavior to help create tailored emails or ad campaigns.

•

Leverage AI for Keyword Research: AI-powered tools can identify trending keywords and search terms that potential buyers are using.

Building Brand Authority Trust is critical in an AI-dominated search space. Strong brand equity establishes your website as a go-to authority.

Brand authority can be created through: •

E-E-A-T Signals: Expertise, Experience, Authoritativeness, and Trustworthiness still matter in the AI age.

Show your credibility by including client testimonials, reviews, and certifications.

•

Engage Across Platforms: Use platforms like Instagram, Facebook, and YouTube to connect with potential customers. Share valuable content and build relationships through community engagement.

•

Evergreen Content: Develop lasting resources like homebuyer guides, FAQs, and educational materials that stay relevant over time.

12

Use Schema Markup for Improved Results Structured data, like Schema.org, helps AI tools and search engines understand and organize your content more effectively. Adding schema to things like property descriptions or event pages (such as open houses) can improve your visibility in search results, including local searches. The easier your data is for AI to read, the higher your chances of being included in an AI-generated summary.

Staying Ahead in the Era of AI Search AI is transforming how people find and interact with businesses online, and homebuilders are no exception. These changes come with both challenges and opportunities. While fewer clicks may seem like a drawback, the visitors coming through AI summaries are often more targeted and ready to convert.

The future of search is undoubtedly intertwined with AI, but that doesn’t mean websites have lost their place. To stay competitive, homebuilders need to adapt by focusing on high-value content, showcasing their properties in diverse ways, and maintaining a strong digital presence across all platforms.

By embracing these changes, homebuilders can stay relevant and become trusted resources in an AI-driven world.

New Website Launch

Inside HistoryMaker Homes’ New Website

For over 75 years, HistoryMaker Homes has focused on two primary objectives: building high-quality homes and fostering family-centered communities. As Texas’ longest-running homebuilder, they know a house is more than just walls and a roof; it’s about building a future.

Now, HistoryMaker Homes has teamed up with Graphic Language to launch a new website designed for today’s homebuyers. The new HistoryMaker.com is easy to use, visually appealing, and full of features that make home shopping more straightforward and more enjoyable.

Blending Tradition and Technology HistoryMaker Homes values family but isn’t stuck in the past. Their updated website brings their commitment to service and community into the digital world. We ensured the new website retained its warm, approachable feel while incorporating a modern look, smart search options, and the kind of performance buyers expect. The result is a beautiful, fast website that’s perfect for tech-savvy homebuyers who want answers right away.

What’s New at HistoryMaker.com Better Regional Search: Localized, Personalized Discovery People want more than square footage. They want homes that fit their lives. The new website has regional landing pages with search filters for school districts, commute times, neighborhood amenities, and more. This makes it

14

easy for shoppers to find homes that check all their boxes.

Global Search: A Smarter Way to Explore The global search bar allows visitors to search for anything, including floor plans, move-in-ready homes, specific communities, or general information. Results appear instantly and are organized by type, making it easier to find what you need quickly. The search also autocompletes as you type and shows helpful suggestions.

Scheduling & Lead Capture: Seamless, Stress-Free Booking Touring a home should be simple, not stressful, so the new website uses Calendly and other tools for booking.

Buyers can schedule a visit or initiate a virtual chat with just a few clicks. All appointments and requests are directed to the relevant sales team, eliminating missed opportunities and manual follow-ups.

Promotions at Every Level: Empowering Sales with Visual Impact The website features a powerful promotions system, allowing HistoryMaker to highlight special offers at every level, from company-wide deals to community- or plan-specific discounts. Promotions appear as visual cards, banners, and even on a dedicated promotions page, so buyers never miss a deal. It’s a handy way for shoppers to see savings and for sales teams to manage offers easily.

Interactive SPOT™ Maps with Amenities Integration Shoppers want to know about more than the houses; they care about what’s nearby, too. The new SPOT Maps

feature allows users to view neighborhoods and see schools, restaurants, parks, healthcare facilities, shops, and more, all in one place. This provides a more comprehensive view of the full lifestyle that each community offers.

Fast and Reliable Performance: Built for the Modern Web A slow website can ruin the experience, so we installed a top-notch caching system that keeps load times fast, even when pulling real-time info from other databases. That means buyers can see current home listings and prices right away, without waiting.

Improved smartEDIT CMS: Content Management Made Easy Behind the scenes, HistoryMaker’s team can now update the website quickly and easily with our upgraded smartEDIT CMS. The new tools include: •

A syndication panel for managing and sharing home listings.

•

Quick-edit features for updating images, alt text, and content instantly.

•

A better promotions panel for organizing and timing special offers.

These upgrades mean the HistoryMaker team no longer has to rely on outside help to keep the website fresh and accurate.

Custom System Integrations: Connecting the Front-End to the Back-End We worked closely with HistoryMaker’s IT team to connect the new website with their ERP system and other tools.

This ensures that inventory, bookings, and other business operations run smoothly for both shoppers and staff.

A Modern Homebuying Experience That Reflects a Legacy of Excellence This new website is more than just an upgrade. It’s a reflection of HistoryMaker Homes’ commitment to meeting buyers’ needs, both online and in person. With a friendly design, smart features, and the speed today’s buyers expect, the new HistoryMaker website gives house hunters a great experience and brings HistoryMaker’s tradition into the digital age.

Home shopping has changed. Buyers expect transparency, speed, and digital convenience. HistoryMaker is embracing that future while staying true to the trust they’ve built over decades.

Explore the new website at HistoryMaker.com to discover the next generation of homebuying, designed for families, and powered by innovation.

16

New Website Launch

A Foundation Built Online: Southern Homes’ Digital Transformation

Southern Homes has been a trusted name in Polk County, Florida, for years, recognized for building high-quality homes and maintaining a deep connection to the communities they serve. Their team lives and works in the same neighborhoods, making their commitment to building great homes personal.

As Southern Homes expands into Highlands and Hardee counties, they realized their website needed an upgrade to match their growth and better serve homebuyers. That’s why they teamed up with Graphic Language to redesign their site from the ground up.

The result? A fresh, modern, and user-friendly website that makes finding your perfect home easier than ever.

Explore the new website at MySouthernHome.com.

Here’s what’s new:

Simplified Home Search The new homepage is designed to make searching for a home stress-free. Buyers can quickly browse available homes, check out current promotions, and get inspired by photo galleries. The updated “Find Your Home” section centralizes everything in one place, with an easy-to-use layout and a zoomable map so that buyers can explore all options at a glance.

17

Explore Floorplans with Ease A standout feature is the ability to explore floor plans before choosing a location. You can see where specific layouts are available and compare pricing across counties. This gives buyers the flexibility and information they need to make confident decisions.

All the Details in One Spot When you find a home or floorplan you like, everything you need is right there: interactive floorplans, virtual tours, site maps, image galleries, and detailed descriptions. It’s an immersive experience that helps buyers move from browsing to buying.

Instant Connection The redesigned site makes it simple to get in touch with the Southern Homes team. There are easy-to-find options to call, schedule a tour, or sign up for updates, no matter where you are in your homebuying journey.

Helpful Shopping Tools The new “My Saved Homes” portal lets you save your favorite homes, communities, and layouts. It’s a great way to stay organized and prepare for conversations with the sales team. Plus, it helps Southern Homes understand what buyers are looking for, so they can better meet your needs.

Build On Your Land For those who already own land, Southern Homes’ new “Build On Your Land” section is a must-see. It walks you through the process, offers tailored floorplans, and provides guidance every step of the way.

A Personal Touch The website reflects the heart of Southern Homes with custom photography of team members, founders, and homeowners. It feels warm, welcoming, and genuine, showcasing the people behind the brand as much as the homes they build.

18

Resources for Buyers For first-time buyers or anyone navigating financing, the site includes a detailed financing page with tips and insights. There’s also a warranty portal loaded with maintenance advice and helpful videos, offering peace of mind even after you move in.

Real Stories, Real Impact The testimonial section highlights the heartfelt stories of families who’ve built their homes with Southern Homes.

Each story is paired with photos and personal narratives that show how meaningful the experience is.

A Better Buying Experience The new Southern Homes website isn’t just sleek; it’s built to make your homebuying journey smoother and more personal. With Graphic Language’s expertise, Southern Homes has created a digital experience that helps buyers connect, explore, and find their dream home with ease.

Whether you’re buying your first home or looking for your forever home, Southern Homes’ new website is here to make the process enjoyable and straightforward, just like the team behind it.

Explore the new experience at MySouthernHome.com and envision the possibilities.

The Latest & Greatest

On the Horizon: A Sneak Peek at New GL Features

Discover the Latest Updates to Our Interactive Website Tools We’re constantly looking for ways to innovate and improve the online home shopping experience builders offer homebuyers. We’ve been busy creating and updating our suite of interactive tools to make things more engaging for home shoppers and easier for builders to maintain.

Here’s a peek at what’s new, how we’ve improved the experience, and why we think you’ll love using these tools as much as we do.

1. Design & Home Search Our search-focused design continues to evolve and improve. Inspired by Zillow’s mantra, “map appeal is the new curb appeal,” we are working on seamlessly integrating site plans with global maps. The goal is to enable home shoppers to zoom directly into a specific site plan from a larger map, providing instant access to community content alongside traditional search options. This provides users with a clearer geographic context from the outset of their search, making the process more intuitive and engaging.

2. SPOT™ Map Upgrades Our SPOT Map just got better! You can now sort and filter by home type and status, making it easier to find exactly what you’re looking for. Amenities are already live on HistoryMaker’s new website, and we’re working on adding more features like a rotation tool and enhanced sorting options.

20

What’s next? Future updates will include vector lot shapes, single-point transaction maps for reserving or purchasing a home, and lot maps integrated into global search. We’re also improving lot map stability on mobile, so zooming in and out on pins will be smoother than ever.

3. Better Filters for Map & List Search Finding the perfect home or community just got easier! We’ve added new filters so buyers can search for exactly what they want, like a dog park or pool. They can also quickly discover special offers, with options organized by region, community, and specific homes. Whether they’re exploring neighborhoods or zeroing in on their dream home, these tools are here to make the search enjoyable and straightforward.

4. Recall for Recent Searches How many times have buyers found a great home, only to forget how they got there? We’ve solved that by adding a recent search recall feature. Buyers can now quickly return to the listings or site plans they were viewing before with ease. It keeps the home shopping process moving and helps buyers pick up right where they left off.

5. Interactive Kiosks + smartEDIT™ Integration For builders and sales teams, we’re really excited about the integration of smartEDIT™ with our interactive kiosks.

21

This means it’s now easier to update content on kiosks in real time; pricing, new property releases, or special promotions can be managed on the fly. Physical sales offices and retail spaces will always stay up-to-date and engaging.

But Wait...There’s More!

We also have a few features in the works. For floor plans, we’re working on new interactive plans, which are on the roadmap for 2026/27, as well as tools for easy plan comparison. With smartEDIT™, we’re adding new functionality to support amenities better, making it even easier to showcase features.

How These Updates Help Us All Home Shoppers: A More Personal Experience Buyers need tools that adapt to their preferences while hunting for a new home. Our latest features, such as advanced filters and the ability to revisit recent searches, make it easier for them to thoroughly explore homes and neighborhoods on their own terms. It’s all about turning a sometimes overwhelming process into something clear and manageable.

Builders: Better Tools for Showcasing and Selling These updates help builders present their communities in the best possible light and connect with buyers more effectively. Instant kiosk updates through smartEDIT™, enhanced filters, and smarter search options enable them to engage directly with home shoppers, answer their questions, and help them find their perfect home more quickly.

Looking Ahead: A Smarter Way to Find and Sell Homes We’re proud to keep pushing forward, finding new ways to make digital home searching and selling better for everyone involved. Our latest updates are all about putting powerful, easy-to-use tools in your hands, whether you’re a homebuyer or a builder.

If you haven’t experienced these features yet, now’s a great time to dive in. Finding, exploring, and showcasing homes should be an exciting and straightforward process. And that’s precisely what we aim to deliver.

22

On the Blog

What We’re Talking About

Looking for more resources? We’ve curated a collection of our blog posts so homebuilders can boost their digital marketing strategies and more.

Common Website Design Mistakes Homebuilders Should Avoid

Adapt to Change: Marketing Strategies During Uncertain Times

Discover the most common website design mistakes and how to avoid them. Elevate user experience and site performance with these key tips.

Learn how home builders can adapt their marketing strategies to thrive during uncertain times using technology, analytics, and flexible strategies.

Read More

23

Read More

Video Marketing for SEO: How to Boost Organic Traffic

AI and the Future of Search Engine Marketing

Discover how video marketing can improve your SEO. Learn optimization tips, platforms, and actionable steps to increase organic traffic.

Understand AI’s impact on Search Engine Marketing (SEM) and how homebuilders can adapt their strategies for success in this AI-driven landscape.

Read More

Read More

Understanding User Experience Design for Homebuilders

Social Media Metrics You Should be Tracking (and Why)

We explain the intricacies of user experience design for homebuilder websites and offer insights and practical tips to enhance your website.

Uncover which social media metrics matter most & learn how to measure them effectively. Improve your strategy with actionable insights.

Read More

24

Read More

Boost Your Digital Marketing Strategy in 2025 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.

Contact Us

25

Thank You Graphic Language has over 27 years of experience designing websites that convert for home builders just like you. We know how to combine stunning visual appeal with a user friendly experience that will make your website a true reflection of the quality of your new homes and the home buying experience you offer.

WWW.GRAPHICLANGUAGE.NET