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2026 Industry Report

The State of Home Builder Marketing 2026

A data-backed look at buyer behavior, market conditions, and marketing performance across 25 markets.
  • See how much of this year's slowdown comes from the market, and how much your marketing can move
  • Learn how today's buyers qualify, research and decide
  • Walk into 2027 planning with numbers from your own market

 

M

Website sessions across 135 builders

+

Closed sales across 25 markets

Tracked community tours

%

Identified households with appended attributes

Why this report matters

A clearer read on what buyers are doing, how your market compares, and where to focus next.

Built for planning season

Is it the market, or the marketing?

Home builder marketers everywhere are hearing the same question from leadership. This report gives you a data-backed answer.

Discounting ranges from 47% to 92% depending on where you build, so a national benchmark can only tell you so much. Inside you'll find how your market really behaves, who is touring, and nine changes you can make before 2027 budgets are set.

State of Home Builder Marketing report cover

Built on Whengine

Data you can take to leadership

The report comes from Whengine®, the only home mover intelligence engine. It connects what households do online with what they really buy.
  • Observed: 373 million website sessions across 135 home builders, measured first-party.
  • Validated: 201,000 closed sales and 2,188 community tours tracked to outcome in CRM and public records.
  • Appended: Income, equity, credit, occupation, and prior address on 99.1% of identified households.

What you’ll learn

The buyer profile has changed

93% of buyers already own a home, and current home value separates buyers from browsers more sharply than income, age or channel. Equity can tell you more than income about who can buy next. 

Months of research, then days to decide.

Buyers research for 76 to 159 days, then sign within 5 to 23 days of touring. Plus: why 72% come back online after the tour.

New channels are emerging

AI traffic grew 12x in twelve months and brings the highest income visitors of any channel. Here's how to track it now.

Get the full report

Access the full State of Home Builder Marketing 2026 report

Get data-backed insights you won't find anywhere else: who's really touring, how buyers move from first visit to signed contract, how your market compares across all 25 markets, and nine changes you can make before budgets are set.