Customer Insight
Featuring K. Hovnanian® Homes
The Moment Buyers Decide Is Changing. Most Sales Processes Haven't.
How K. Hovnanian® Homes removed friction from after-hours decision making—and unlocked sales opportunities that were being lost.
8 min read
Today's buyers explore, evaluate, and decide on their own terms. They compare communities late at night, revisit floorplans on weekends, and build confidence long before they ever contact a sales consultant.
But most homebuilders still rely on processes designed around business hours.
Together, K. Hovnanian® Homes and Ownly set out to understand when buyers are most active—and what happens when they're given the ability to act in the moment.
What K. Hovnanian® Homes Discovered
Buyers don't wait for business hours.
By giving buyers the ability to reserve online, K. Hovnanian® Homes uncovered a significant shift in when—and how—buyers are ready to move forward.
Reservations by Time of Day
Outside Business Hours Reservations
39%
of all reservations occur outside normal model home hours.
The Impact
39%
of reservations occur outside normal model home hours.
~33%
of deposits are incremental—buyers who likely wouldn't have visited during business hours.
Higher intent
Buyers who reserve through Ownly close at an 88% rate.
Faster to contract
Buyers who reserve through Ownly experience ~50% faster time to contract.
Ownly has changed the way we engage with buyers. We're meeting them when they're ready, not just when we're open.
Renee Vanderzee
Vice President of Sales, K. Hovnanian® Homes – DFW Division
What Other Builders Can Learn
Meet buyers in the moments that matter.
Buyers are already making decisions outside business hours. The builders who adapt their processes to meet this behaviour capture more intent, create better experiences, and drive stronger results.
Buyers decide on their own time.
Your process should be available when they are.
Friction creates lost opportunities.
Make it easy for buyers to take the next step.
Confidence leads to commitment.
Provide the tools buyers need to feel secure before they act.
Data reveals the truth.
Understanding buyer behaviour leads to smarter decisions.
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