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 Check

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