The 6th Annual Online Homebuyer Mystery Shop Report has been released, offering an in-depth look at how today’s home builders respond to online buyer inquiries and where performance gaps persist. Conducted for the sixth consecutive year by Melinda Brody & Company in partnership with Blue Gypsy Inc. and Denim Marketing, the study benchmarks lead response speed, follow-up quality, communication channels and the impact of Online Sales Counselors (OSCs) across the industry.

How the Mystery Shop Was Conducted

The 2025 report analyzed 50 builders across five segments, ranging from national production builders to small local builders. Mystery shoppers submitted online inquiries during normal business hours. Builder responses were tracked over 30 days, evaluating email, phone, text and video follow-up, as well as overall persistence and personalization.

OSCs Deliver Results, Even as Adoption Declines

One of the most notable findings this year is the continued decline in OSC adoption, despite improving OSC performance. In 2025, 70% of builders surveyed employed OSCs, down from 78% in 2024. Despite the drop, builders with OSCs consistently outperformed those without across nearly every metric measured, reinforcing the value of a structured online sales program.

“Speed matters, but structure matters more. OSCs bridge the gap between marketing and onsite sales by responding quickly while building a real human connection that automation alone can’t replace,” comments Leah Fellows, President, Blue Gypsy.

Speed to Lead Still Separates Top Performers

Speed to lead remains a critical challenge. No builders responded to an online inquiry with a personalized email within five minutes; 20% replied within 30 minutes, and 24% within four hours. More concerning, 22% of builders never sent a personalized email at all! The gap between OSC and non-OSC builders remains stark: 73% of builders without OSCs failed to send a single personalized email, compared to just 3% of OSCs in 2025, a significant improvement from 13% the prior year.

“Marketing doesn’t stop when the lead comes in. This report reinforces that great marketing must be supported by strong follow-up, or even the best campaigns lose momentum,” adds Carol Morgan, President, Denim Marketing.

Phone Follow-Up Continues to Lag

Phone follow-up declined overall, with only 58% of builders making a phone call, down eight points from 2024. However, every call made within five minutes came from an OSC, and approximately 90% of builders with OSCs made at least one phone call, compared to just 10% of builders without OSCs.

Text and Video Gain Ground as Buyers Expect More

The report also highlights increased use of newer communication channels. Text messaging was used by 62% of builders, up 12 points year over year, while video emails rose to 34%, also a 12-point increase. Notably, 100% of video emails were sent by OSCs, underscoring their role in driving more personalized, human engagement.

Consistency Remains the Biggest Opportunity

Overall, 66% of builders achieved five or more personalized touchpoints across at least two communication channels, showing continued progress toward more consistent follow-up. Still, the data reveals wide variability in execution, with some builders responding within minutes and others waiting weeks to make initial contact.

“The biggest takeaway from this year’s mystery shop is the importance of process. Builders that commit to structured follow-up outperform those relying on sporadic outreach or heavy automation,” states Ben Marks, President, Melinda Brody & Company.

Now in its sixth year, the Online Homebuyer Mystery Shop has become a trusted benchmarking tool for home builders, sales leaders and marketing teams. The findings reinforce a clear takeaway: technology alone is not enough. Builders that combine structure, accountability and personalized follow-up consistently deliver a stronger buyer experience and better lead conversion.

The full 6th Annual Online Homebuyer Mystery Shop Report is now available for download at denimmarketing.com/onlinemysteryshop.