If you haven't seen the latest homebuyer conversion report, you'll want to check it out. Conducted by Home Innovation Research Labs (formerly the NAHB Research Center), this report is chock-full of interesting stats that uncover what influences homebuyers to fill out a lead form on your website. Here are some that we find compelling:   97% of homebuyers said that the overall tone of a website influenced them to provide their contact info.  This translates to website content, guys. It matters what you're communicating on the website through headlines and copy. Don't skimp out on or overlook this part of your website--almost every single person who visits your site is using this to evaluate whether or not they want to get in touch with you. Your website should communicate your company values in an engaging, authentic way. You definitely want to invest in some outside talent to polish your website content to perfection.   At least 90% of buyers at every price point are willing to provide their email to receive updates about pricing or plan changes.  Is this something you're offering to prospects who visit your website? If not, you should be! This is a really easy form of email marketing that doesn't require you to hound people week after week and could help move inventory that's been sitting for awhile.   93% of first-time homebuyers considered having a touch screen kiosk available in the sales center to be useful in their decision-making process.  The first wave of millennials are becoming homebuyers, and it's shaking up the industry. You may not have product for first-time buyers, but these are going to be your homebuyers in the next 5-10 years, and they're all about technology. Get ready to drop those print ads and start texting more.   Speaking of technology, 95% of homebuyers are influenced by a homebuilder's interactive floorplans, photo galleries, and virtual home tours.  This means you not only want to have plenty of interactive website content, but you also want it to look and function perfectly because your prospects are using these things to decide if they want to buy a home from you. A photo gallery of iPad or iPhone images isn't going to cut it when your competitor is showcasing their homes using stunning professional photography. Help homebuyers picture their life in one of your homes by providing the best-looking digital content.   99% of first-time homebuyers found virtual home tours to be influential in their decision to buy a home.  Once again, technology rules with the younger generation. Let's get di-gi-tal, di-gi-tal.   The importance of mobile-friendly websites is growing in every region, at every price point, and in every age group.  If your website is not easy to view and use on a cell phone, you should get a new website immediately.   More than half of all first-time buyers use social media to research homebuilders. Nearly half of all buyers aged 25-44 do the same, and more than 63% of buyers looking at homes $500K and up are relying on social media to figure out which builder they want to work with.  What does your Facebook profile say about you? Builders should be using social media to attract and nurture leads in addition to the website. Plus, it's one of the most cost-effective and high-performing marketing channels out there today. There's no reason not to make social media part of your marketing strategy!