A per-home view of buyer activity across your market — impressions, clicks, clickthrough rate, and contact rate — plus a benchmark of exactly how much activity it typically takes before a home sells in your price bracket.
Who can access this? Admins, Managers, and Portal Viewers on divisions subscribed to NHB Sales Portal Pro. Learn more about user roles →
📊
All metrics on this dashboard reflect homes listed on the New Home Buddy platform. This data isn’t pulled from your CRM, builder website, MLS, or any external source — only from activity within New Home Buddy.
IN THIS ARTICLE
Jump to Section
How Buyers Engage With The Market answers a deceptively simple question: what does a “normal” home in your market look like? How many times does an average home get seen? How many of those views turn into clicks? How many of those clicks turn into contacts?
Every number on this dashboard is a per-home average. If you’re looking at the $400k–$600k bracket and see 107 impressions, that means an average home in that bracket got 107 impressions during your selected time period — not the total across all homes.
The dashboard splits into two halves: the top half shows averages for all homes in your market right now, and the bottom half shows the cumulative activity homes received before they actually sold. Together they paint the picture of “what it takes.”
The top half of the dashboard shows four metrics. They follow the same funnel a buyer takes — from first seeing a home in search results all the way to making contact
Stage 1 · Discovery
The average number of times a home appears in search results, map views, or shared lists during the selected period.
Stage 2 · Interest
The average number of times a home gets clicked to view its detail page during the period. Each click is a buyer or agent saying “tell me more.”
Stage 3 · Conversion
Clicks divided by impressions. The percentage of buyers who, after seeing a home, decide it’s worth a closer look.
Stage 4 · Action
The percentage of clicks that result in a contact — a form submission, a favorite, or viewing the listing’s contact info.
These four metrics aren’t just measurements — they’re a diagnostic tool. When you compare your division against these market averages (using How My Division Compares), each stage tells you a different story about where the problem is.
This is the most direct path from observation to action that NHB Market Trends provides. Identify the stage where you’re losing buyers, fix the right thing — and watch the next period’s data confirm the fix worked.
📐
How My Division Compares sits at the top of the same NHB Market Trends tab. It shows your own division’s per-home averages across these exact four metrics — with green, blue, or red classification on each one. It’s the fastest way to spot which stage of the funnel needs your attention.
The bottom half of the dashboard answers a different question: how much total activity does a home actually need before it sells?
These three numbers — Impressions, Clicks, and CTR — are averages from homes that were marked sold during the selected time period. They show the cumulative traffic each sold home accumulated from the day it was listed to the day it left your feed.
In plain English: a home in this market and bracket needed to be seen by around 99 buyers and clicked nearly 16 times before it sold. That’s the bar to clear.
This benchmark is one of the most useful numbers in NHB Market Trends. It tells you how much exposure a home in your price bracket actually needs — so you can hold any home in your inventory up against it and quickly know: is this home on track, or does it need a push?
The “Based on X sold homes” caption tells you how robust the benchmark is. Larger sample sizes are more reliable; broaden your time period if the number feels small.
Both the top section and the Activity Before Home Is Sold benchmark respond to the same three filters at the top of the NHB Market Trends tab:
What it takes to sell a $300k home is wildly different from what it takes to sell a $1.2M home. We’ve grouped homes in each market into four price brackets so you can compare against the right competition.
If you’re building $450k homes in Austin, set the bracket to $400k–$600k so you’re seeing buyer behavior on homes that actually compete with yours.
This dashboard pays off when you start using the numbers as benchmarks for real decisions. A few rhythms that work well:
WEEKLY
Glance at the benchmark
Open the dashboard and note the impression and click numbers under Activity Before Home Is Sold. Keeping those benchmarks top of mind makes it easier to spot which of your homes are on track and which still need a push.
WEEKLY
Look for the bottleneck stage
When something feels off — leads are slow, contacts are quiet — open this dashboard, then open How My Division Compares. The stage where your numbers fall furthest behind the market is where to focus.
MONTHLY
Track how the market shifts
CTR and Contact Rate move with the overall market mood. A drop in market CTR usually signals buyers becoming pickier — often a sign incentives or pricing across the bracket are about to shift. Watching the trend gives you a head start on competitor moves.
MONTHLY
Pay attention to sample size on the benchmark
Markets with low transaction volume might show benchmarks based on only a handful of sold homes. In those cases, broaden your time period (e.g., from 30 to 90 days) for a more stable benchmark.
PRO TIP
Use the benchmark to gauge rep effort
If a home typically needs ~100 impressions to sell in your market, and you’ve got inventory sitting at 30 impressions, that’s a rep effort gap. Sharing it on Personal Links, social, or Lead Gen Searches drives more traffic. The benchmark tells you exactly how much more.
Have questions about How Buyers Engage With The Market or any of the other NHB Market Trends dashboards?
Market Home Snapshot →
PRO
Where Buyers Are Looking →
PRO
Top Performing Homes →
PRO
Traffic Charts →
FREE
