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Email is not deadThe 2013 Online Lead Follow-Up Survey, a study of 227 North American homebuilders released earlier this year, revealed telling statistics about builder follow-up. Despite an improved market year-over-year, lead follow-up remained stagnant and in some cases, even declined. This was the case particularly with email follow-up.

Email marketing continues to be one of the most effective methods of consumer communication. Here are a few stats:

  • 70% of consumers say they always open email from their favorite companies. Only 18% say they never open emails. (Exact Target)
  • 91% of consumers reported checking their email at least once a day. (ExactTarget)
  • Personalized emails are 22% more likely to be opened. (Adestra)

Last year, 92 percent of homebuyers shopped online. Online leads are real, often qualified prospects who have put the ball in your court; they have given you permission to send them information about your community. Responding to an email inquiry and subsequently following up is one of the least costly, most impactful ways to increase on-site appointments and sales.

builder email response rate

2013 home builder email response rate. Source: The 2013 Online Lead Follow Up Survey

Yet, 41 percent of homebuilders did not follow up with an online lead – not even one email sent. Builders are investing time and money into online marketing, but wasting it by not responding to leads. The survey also revealed of those builders who employed an Online Sales Counselor, the email response rate was 96 percent! Having a dedicated sales person responsible for following up and setting appointments is a proven builder success strategy.

The bottom line is this – the way home shoppers seek information has evolved along with the digital shift, and homebuilders who wish to be competitive and successful must adapt to the new age of communication.

If you’d like to learn how a CRM and marketing automation solution can enhance your follow-up program, contact a Lasso team member at



The 2013 Online Lead Follow Up Survey
The Online Sales Counselor
Cutting Through the Clutter: How to Create an Awesome Marketing Email
Interview with NAHB Online Sales Counselor of the Year, Sara Williams
How to Create a New Home Sales Process

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