2020 ONLINE HOMEBUYER MYSTERY SHOP RESULTS

50 home builders across the country were shopped for 30 days. These are the results:

Online Sales Counselors?

42% of builders shopped had
NO Online Sales Counselor (OSC)

Follow Up = Sales Success

391%

increase in sales conversions
by responding within 1 minute

78%

of customers buy from the first company to respond

8-12

touchpoints to make an appointment

Data from study by Convolo (formerly Lead Connect)

Speed, Frequency, Diversity

Only 2% of Builders Called in 5 Minutes or Less

Personalized
Emails

Vs.

Marketing
Emails

20% Didn't Send Personal Emails
50% Didn't Send Marketing Emails

Builders with OSCs

43%Did Not Send
Personal Emails

57% Sent
Personal Emails

Builders without OSCs

97%Did Not Send
Personal Emails

3% Sent
Personal Emails

Over 30 days, two builders sent 17 marketing emails,
but only made a single phone call.

Autoresponders

60% of Builders Had Autoresponders

Autoresponders are not a substitute for personal response!

Personalized Email Response Time

Responded in 30 Minutes or Less
Zero Emails Sent in
5 Minutes or Less
8% of builders took more
than 24 hours to respond

20% of builders never
responded at all!

Responded in 4 Hours or Less

The longest wait for an initial email was nearly 11 days!

Phone Response Time

2% of All Builders Called
in 5 Minutes or Less

2020 Online Homebuyer Mystery Shop Results

19% of All Builders Called
in 30 Minutes or Less

40% of All Builders Called
in 4 Hours or Less

The longest wait for an initial phone call was 7 days!

Dialing for Dollars

Only 18% of Builders Made More Than One Phone Call
89% of Those Were From OSCs

Builders with OSCs

72% Didn't make
more than one
phone call
(if any at all)

28% Made
more than one
phone call

Builders without OSCs

5%Made
more than one
phone call

95% Didn't make
more than one
phone call
(if any at all)

3 Builders made 3 phone calls in 30 days
2 Builders made 4 phone calls in 30 days

All Were From OSCs

Video Email & Texting

10% of Builders Sent One Video Email During the Shop
100% from OSCs
14% of Builders Sent One Text Message During the Shop
100% from OSCs

Diversify Touchpoints: Video Email

2020 Marketing Statistics

Initial Video Email 96% Increase in Click Through Rates (CTR)
The word "video" in the subject line: 19% Increased Open Rate 65% Increased CTR 26% Decrease in Unsubscribes
54% of Email Subscribers Prefer Emails with Videos
Marketing statistics compiled by SNOVio Labs

Touchpoints should include personalized emails, phone calls, videos, text messages, marketing emails and autoresponders.

Frequency of Follow Up

85% Non-OSCs
91% Non-OSCs
100% Non-OSCs

There must be more than one follow up!

Persistent, Consistent, Diversified Follow-Up

Persistent
28% of builders had 5 or more personalized touchpoints in 30 days - mostly emails
100% from OSCs
Diversified
12% of Builders had 5 or more personalized diverse touchpoints in 30 days
100% from OSCs

Chat Can't Replace Follow-Up

29% of builders had live chat

64% with chat also had OSCs
56% of OSCs w/chat followed up 1-3 times
44% of OSCs w/chat followed up 5 or more times
36% with chat had no OSC
60% w/chat w/o OSCs followed up 1-3 times
0% w/chat w/o OSCs followed up 5 or more times
100% of OSCs w/chat followed up 1 time
40% w/chat w/o OSCs NEVER followed up!

No lead submissions were made through online chat.

Wrap Up

Speed
Frequency
Diversity
Change your follow up and incorporate video email!
Be fast:
5 minutes or less!
Be persistent:
8-12 touchpoints.

Download the Online Mystery Shop Results PDF​

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