??? Your Website: The Ultimate Model Home

When builders think about showcasing their craftsmanship, the first thing that usually comes to mind is the brick-and-mortar model home. This physical space is where potential buyers can walk through, touch, feel, and envision their lives in a new home. But what if I told you that your website is actually your highest-performing and most trafficked model? And yet, many builders aren’t investing nearly as much money or love into "furnishing" their websites as they do their physical models.

?? The Cost of a Brick-and-Mortar Model

Let's break it down: a typical new home builder can spend anywhere from $200,000 to $500,000 on a model home. (obviously there are situations where it can be way more) This includes construction costs, high-end furnishings, landscaping, and upkeep. It’s a hefty investment, but one that's often justified because of the tangible return on investment (ROI) when buyers walk through the door and fall in love with what they see.

?? The Digital Model: Your Website

Now, contrast that with the budget allocated to your website. On average, builders might spend between $10,000 to $30,000 on their website, a fraction of the investment in their physical models. Yet, your website is the first "model" most potential buyers will see. It's available 24/7, can be accessed from anywhere, and plays a critical role in shaping buyers' first impressions.

?? ROI Comparison

While a model home can have a solid ROI, it’s limited to those who physically visit and when it’s open. As we all know (love you community sales managers) tracking walk-ins is a hit or miss process. As a result, a lot of that “ROI” is assumed. Your website, on the other hand, has the potential to reach thousands more people every month. All of which are reliably trackable. With proper investment in SEO, user experience (UX), and content, your website can drive leads, nurture prospects, and ultimately close sales—often at a fraction of the cost per lead compared to a model home.

Imagine if you invested an additional $100,000 into your website. This could cover advanced features like interactive floor plans, virtual tours, personalized user journeys, and high-quality content that guides buyers through their decision-making process. The potential ROI? Considerably higher because your website doesn’t sleep, and it doesn’t just target local buyers—it reaches a global audience.

??? "Furnishing" Your Digital Model

Think of your website like your model home. You wouldn't furnish a model home with outdated furniture, so why let your website look and feel outdated? Invest in professional design, regular updates, and content that speaks directly to your audience’s needs. This not only keeps buyers engaged but also signals that your brand is modern, attentive, and trustworthy.

?? The Takeaway

If your website isn’t your highest-performing model, it’s time to rethink your strategy. The digital landscape is where buyers start their journey, and it’s where they form their first and lasting impressions. By investing in your website as if it were your most important model home, you can expect an ROI that rivals, if not surpasses, your physical models. In the end, your website is not just another expense; it’s your most powerful tool for driving sales and growing your business.

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