BuilderChat

05/14/2026

04/23/2026

Home builder website traffic is UP 20%.
But form submissions are DOWN 27%.

Most executives look at this data and make a dangerous assumption: The market is cooling off, and the traffic is just low-intent window shoppers.

The data suggests otherwise.

The buyers are still there. They just refuse to tolerate your website's value exchange.

With average web form abandonment rates hitting 68%, buyers are doing the math: "If I give you my phone number just to see lot availability or base pricing, I'm going to get harassed by a salesperson."

So they bounce.

In the latest edition of The Buyer Shift, we break down exactly why relying exclusively on forms is creating massive "Invisible Buyer Loss" for builders, and giving false signals to your marketing and sales teams.

Buyers expect clarity before contact. If you don't give it to them, your competitor will.

Stop asking for a form and hoping. Read the breakdown here:

A lot of home builders are looking at their analytics right now and seeing a paradox. Traffic is up, but form submissions are down.