Who's on Your Website and How to Convert Them

“Driving traffic without conversions is like building roads to nowhere.” That was the opening quote for the August Sales & Marketing Power Hour, and it set the stage perfectly.

Builders spend big on digital marketing, yet many website visitors remain anonymous. So how do you move beyond traffic numbers and turn those clicks into real conversations?

The August Sales & Marketing Power Hour tackled this challenge in the session “Who’s on Your Website and How to Convert Them.” Co-hosts Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions were joined by:

- Nick Chitty, VP of Sales, CommVersion
- John Peragine, Co-Founder & CRO, AudienceTown
- Lisa Welter, Marketing Manager, JTB Homes & Interra Homes

Why Chatbots Aren’t Enough

Traditional chat tools often feel robotic or get ignored. Nick explained how CommVersion blends AI with trained human agents to make conversations feel personal. This hybrid approach lets builders:

Proactively engage visitors instead of waiting for form fills
Identify real buyer intent and set appointments in real time
Route non-sales questions (like warranty or job inquiries) to the right place

Key takeaway: Prospects who schedule appointments are about 50% more likely to buy than those who just walk in.

How Data Reveals the Real Buyer

Builders often assume they know their buyer personas, but the data can tell a different story. John shared how AudienceTown uncovers insights beyond Google Analytics, such as:

Homeownership status and household income
Lifestyle interests (like golf or EV ownership)
Community-level patterns, not just overall site traffic

Key takeaway: Knowing who’s on your site helps builders fine-tune messaging, campaigns and even product design.

Making Data Useful for Sales

Lisa showed how JTB and Interra Homes apply these insights:

Match buyers to communities. Not all traffic fits the homes available, so marketing must adjust targeting.
Align messaging with interests. One community’s visitors showed high interest in golf, so marketing highlighted nearby courses.
Share insights across teams. Sales, marketing and leadership all need to see the same data to act effectively.

Key takeaway: Data is only powerful if it’s shared, trusted and used across the company.

Why CRM Discipline Matters

Technology only works when teams use it consistently. Kimberly reminded attendees:

“If it’s not in your CRM, it didn’t happen.”

Both Nick and John agreed that capturing leads without tracking them is wasted effort. Builders need:

A CRM that integrates with marketing and chat tools
Training so sales teams know how to use the data
Accountability to ensure follow-up happens every time

Final Insights from the Panel

Use and trust the data (Lisa)
Technology works only if you use it (Carol)
Empower buyers to engage on their own terms (Nick)
Consumers are in control, know your customer (John)

Save the Date for Future Sales & Marketing Power Hours

October 8, 2025
December 10, 2025
February 11, 2026

Sales & Marketing Power Hour is a webinar series hosted by the dynamic duo Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions Consulting. Created for new home sales and marketing professionals, Sales & Marketing Power Hour is a Silver Nationals award-winner. With the mission to provide ideas, tips and solutions to both marketing and sales teams in the new home industry,

Sales & Marketing Power Hour offers efficient practices and helpful advice on what is working in today’s real estate market. This program is ideal for sales and marketing leadership, company visionaries, on-site sales professionals and anyone who wants to remain relevant as our industry grows its technological presence. We invite you to join the Sales & Marketing Power Hour Facebook group by clicking here. Look for updates on guest speakers and topics. This group is dedicated to sharing real-world wisdom and expertise on hot topics for growing your business in today’s market. Whether you are a sales or marketing professional or a homebuilding President or CEO, this webinar series is for you.