6th Annual Edition
2025 Online Homebuyer
Mystery Shop Report
What Happens After a Buyer Clicks Contact Us?
Production builders invest heavily in leads, but follow-up breakdowns are quietly killing conversion.
- Slow response times that let buyers move on
- Inconsistent follow-up across email, phone, and text
- Generic outreach that fails to build trust
- Limited visibility into the actual sales conversation
How confident are you in your team’s speed and consistency?
The 6th Annual Online Homebuyer Mystery Shop Report reveals what really happens after a buyer clicks "Contact Us." In 2025, Blue Gypsy Inc., Melinda Brody & Company, and Denim Marketing conducted a 30-day mystery shop of 50 builders - including nearly 30 from the Builder Top 200.
This latest report captures real-world performance data from 2025 to help you understand the follow-up process and identify the gaps costing you sales.
Standout stats from the 2025 study:
- 100% of builders took more than 5 minutes to send a personalized email
- 24% never sent a personalized email at all
- 42% never made a single phone call
What's inside:
- Lead response benchmarks: See how builders performed across speed to lead, personalization, and persistence
- Email, phone, and text performance: Understand where follow-up breaks down by channel
- The cost of slow follow-up: Learn why small delays create big conversion losses
- What top performers do differently: Identify practical behaviors and process changes that improve outcomes
- A clear path to close the gap: Use the findings to align sales and marketing on what to fix first
Mystery Shop Report FAQs
What is the 2025 Online Homebuyer Mystery Shop Report?
The report summarizes outreach and follow-up performance observed during a mystery shop of 50 builder divisions, highlighting where the homebuyer experience breaks down between online inquiry and appointment.
Is the Mystery Shop Report free?
Yes! Our goal is to equip forward-thinking builders with the insights they need to thrive. Download your complimentary copy today.
Who should read this report?
Sales leaders, marketing leaders, and Online Sales Counselors at production builders who want to improve speed to lead, follow-up consistency, and lead-to-appointment conversion.
Where does the report’s data come from?
The findings come from a mystery shop conducted by Blue Gypsy and Denim Marketing, focused on online lead response and follow-up behaviors across email, phone, and text.
Close the Gap in Lead Follow Up
Download the report to see the benchmarks, identify the biggest gaps, and take practical next steps to improve conversion.