At Rhoads Creative, we have just completed an in-depth analysis of over 100 builders’ website analytics. This study compared year-to-date website traffic, conversion rates and more from the first four months of 2025 with the same period in 2024. It included builders nationwide of all sizes, ranging from small regional operations to some of the largest in the industry.

One finding stood out the most: website conversion rates are down 19.2% on average compared to last year. That means on average, builders converted 2 out of every 100 visitors last year; it’s now closer to 1.6 out of every 100. It may not sound dramatic, but that kind of slip can create real gaps in your lead pipeline over time.

Additional key insights from the analysis include

• Overall, traffic is down. Builders, especially those closing fewer than 200 homes per year, are experiencing a decline in website visitors.
• User engagement has weakened: Average key interactions, including clicks, form submissions and content downloads, fell by 13.2% compared to last year.
• Organic Traffic Remains Strong: Builders who continually invest in SEO are navigating this challenge more effectively, typically seeing modest or improved growth.
• Regional Pressures Persist: Builders in areas such as the Southwest and Southeast are facing intensified challenges due to increased competition and evolving local market conditions.

Understanding the Numbers: The Problem We Need to Solve

A drop in conversion rates isn’t a crisis; it’s a signal. It’s a call to get sharper, smarter, and more strategic because the builders who act decisively now will lead the way. In simple terms, builders now have two paths:

• Path 1: Improve your conversion rate back to where it was. If you boost back up to a 2% conversion rate, you once again turn 100 visitors into 2 leads.
• Path 2: Drive more traffic. If your conversion rate stays at 1.6%, you’ll now need about 125 visitors to get those same 2 leads.

The numbers here aren’t complicated, but there’s no magic formula or quick fix for every builder. We’ve identified a few key strategies you can focus on immediately.

Smart Moves to Start Fixing the Problem

1. Strengthen Organic Growth

Organic traffic builds and compounds over time and gives it the best long-term ROI of any strategy. For instance, just a 10% monthly increase creates these results

• Starting: 5,000 visitors at 1.5% conversion = 75 leads.
• Month 1: 5,500 visitors at 1.5% conversion = 82 leads.
• Month 2: 6,050 visitors at 1.5% conversion = 91 leads.
• Month 3: 6,650 visitors at 1.5% conversion = 100 leads.

That amounts to 48 additional leads in three months. Now, if you multiply those results over six months or a year, your ROI becomes significant. SEO isn’t an overnight fix, but it’s a reliable investment, and the sooner you start, the faster you’ll see the results.

2. Get Strategic About Paid Ads

If you need leads immediately, ads can deliver them — but only if done smartly.

• Prioritize Google Search Ads that target individuals actively searching in your designated areas. Keep in mind that this is the most qualified type of ad.
• Avoid broad, expensive awareness campaigns on platforms like Facebook unless highly targeted.
• Track and prioritize lead quality, not just click volume.

Throwing budget into ads without thoughtful targeting burns cash without building results. Be intentional and precise.

3. Retarget Smarter

Retargeting isn’t optional; it’s essential. However, simply bombarding the audience with the same ads repeatedly won’t work. Visitors who have been to your site once should receive reminders to return. Provide visitors who have visited your site multiple times with a completely different message, such as: “limited inventory”, “rates increasing” or “special incentives.”

4. Find and Fix Website Drop-Off Points

You can’t fix what you can’t see.

• Are your forms too complicated?
• Is the information hidden or confusing?
• Are CTAs (calls-to-action) buried?

Use heatmaps, session recordings and funnel tracking to find and fix the places where visitors drop off.

5. Sharpen Your Messaging

Your “why now” message matters more than ever in today’s environment.

• Emphasize inventory availability.
• Highlight interest rates or financial incentives.
• Push the cost of waiting.

If your messaging doesn’t create urgency, you risk losing buyers who are on the fence.

Minor Adjustments = Big Opportunities

There are many strategies to improve conversion rates, enough to fill a book, and these simple strategies serve as just a starting point. At Rhoads Creative, we transform our home builder and service partners into industry leaders through strategic digital marketing designed to ensure ROI. This approach empowers them to outperform and outsmart their competition. 

Let’s make sure you’re one of our partners. Let’s talk.