Jen Barkan and Melissa Fort break down the results of Do You Convert’s latest secret shop, a comprehensive benchmarking effort evaluating online sales programs across the homebuilding industry nationwide. From initial outreach to follow-up and personalization, they share expert insights on where online sales specialists are excelling and where there’s opportunity to improve. Listen in to fine-tune your strategy based on what the numbers reveal.

Housekeeping

• Online Sales Academy is coming up in January 2026! Don’t miss out. 
• OSA Leadership Edition in person in sunny Orlando, FL coming in February - reach out to Jen to save your spot!

TITO Shoutout

• Nicole Arms at Empire Homes – Earned a five-star Google review for outstanding customer experience. Way to go, Nicole!

Key Takeaways

• How personalization is shaping buyer trust (plus the one detail most OSCs overlook)
• A crucial change in your discovery that leads to more engaged buyers
• How to make prospecting a daily habit without burning out
• Humans still outperform bots: what does that mean for your program?

Skills CheckDownload the full secret shop report to benchmark your program.Set up holiday voicemails to manage customer expectations.Review and improve personalization and follow-up strategies.Prioritize prospecting daily.Focus on discovering customer needs, not just sharing builder info.