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Episode #315: Signals Over Stats: 2026 Homebuyer Website Behavior – Nick Chitty

⏱️ 25:56 🎤 Greg Bray, Kevin Weitzel, Nick Chitty
AUDIO EPISODE
Episode #315: Signals Over Stats: 2026 Homebuyer Website Behavior – Nick Chitty
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Chapters

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  • 0:34
    Introducing Nick Chitty & Converson
    Nick Chitty, VP of Sales at Converson, introduces himself and Converson's role in conversion rate optimization for homebuilders.
  • 1:43
    2025 Study: Key Data Points
    Nick shares headline stats from Converson's 2025 study, including a 24% decline in paid channel engagement and 400% growth in social media users.
  • 12:21
    Paid vs. Organic Traffic
    The discussion highlights that organic traffic, despite not being 'free,' leads to the highest conversion rates compared to paid channels.
  • 19:12
    Mobile vs. Desktop Engagement
    The data reveals that while mobile accounts for 65% of website visits, desktop users convert 40% more, suggesting different stages of the buying journey.
  • 28:23
    Defining & Tracking Conversions
    Nick explains that Converson's study defines conversions as primary actions like phone calls and form fills, excluding secondary actions like newsletter sign-ups.
  • 32:21
    Cost Per Acquisition Trends
    The study shows an increase in cost per acquisition from 2024 to 2025, with a significant spike in Q4 across the industry.
  • 33:35
    Signals Over Stats: The Key Takeaway
    The main takeaway is to prioritize understanding conversion signals and optimizing websites to capitalize on buyer intent, rather than just focusing on traffic statistics.

Speakers

G
Greg Bray
Host — Blue Tangerine
K
Kevin Weitzel
Host — Out House
N
Nick Chitty
VP of Sales at Converson

Key Takeaways

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Focus on optimizing your website for conversion signals from high-intent traffic, as acquisition costs are rising and engagement times are falling.

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Recognize that organic search traffic is highly effective for conversions, but also invest in the 'work' behind it, like SEO and content, even if it's not a direct 'paid' click.

✦

Understand that paid social media may be more effective for top-of-funnel brand awareness rather than direct lead generation, given short engagement times.

✦

Optimize your website for both mobile and desktop users; mobile is for initial browsing and discovery, while desktop is for deeper research and decision-making.

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Implement consistent and granular tracking of conversion metrics across all your systems (CRM, Google Analytics) to avoid data loss and accurately attribute leads.

✦

Treat leads differently based on their source and device, as an effective strategy for OSCs to triage inquiries and maximize conversion value.

✦

Embrace the 'signals over stats' mindset: identify buyer intent through website behavior and act quickly to convert those qualified opportunities.

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