Melissa, Amanda, and Molly take over the OPT studio to share Q1 industry benchmarks, discuss key trends in online sales, and offer actionable advice for OSCs and leaders navigating a lower-volume, higher-quality lead environment.

Online Sales and Marketing Summit - Oct 1-2 - Austin, TX - We encourage OSCs to attend, with new interactive programming planned.

Monica Fikany at New Home Inc - Monica had great lead-to-appointment conversions in Q1.

Danielle Evans at Bishard Holmes - 38% of Danielle’s appointments came from aged leads.

• Lead volume is down, but quality is up: The top of the funnel remains constrained, volume hasn't fully bounced back. However, conversion rates are improving, meaning OSCs are doing more with less.
• Prospecting is the biggest win of Q1: Normally, prospecting dips in Q1 as new leads come in during selling season. This quarter, prospecting stayed consistent and even increased -- a major highlight. The 22% age lead appointment rate is a direct result of sustained prospecting effort.
• Your CRM is your most valuable asset: Maximize CRM usage by logging detailed notes after every interaction - aged leads hold untapped opportunity, and leadership relies on quality CRM data to make strategic decisions, so consistency matters.
• Personalization wins appointments: Buyers are on a longer journey right now. Personalizing outreach and follow-up, based on good notes and CRM data, is what sets top OSCs apart.

For Leaders:

Stop measuring program success purely on lead volume. Conversion percentages are the more meaningful metric right now. Scorecards should reflect this shift.

For OSCs:

• Be disciplined and consistent with prospecting.
• Treat every lead like it's gold.
• Respond to new leads fast, speed to first response beats the competition.
• Stay process-driven: no lead left behind.

Host Jen Barkan is joined by her daughter Mia, a third-year veterinary student at Ross University in St. Kitts, for a candid conversation about how to stay focused on your goals and career when life gets hard.

2026 Online Sales and Marketing Summit - October 1-2, 2026 in Austin, TX - The Summit is literally the biggest party for Online Sales Specialists in the universe.

Rebecca Von Heimburg, OSC at Pacesetter Homes in Dallas Texas - She just had the best month ever; she set a PR for herself while navigating some personal stuff.

• Set clear boundaries and protect them fiercely: Boundaries aren't optional extras - they're what prevent burnout and enable long-term success over short-term output.
• Keep your eye on the end goal when motivation fades: On the hardest days, remember your why. For OSCs, reconnecting to your purpose (your metrics, your customers, your career growth) is what pulls you forward.
• Recharging isn't a reward, it's a requirement: Taking time for yourself isn't selfish, it preserves your mental capacity for the long haul.

Are there any boundaries you need to create for yourself? Pick one thing to do to recharge your battery this week. Is it a walk? A massage? Reading?

Host Jen Barkan is joined by Online Sales Coach Molly Adams to talk through her blog where she shares pro tips on managing your day as an Online Sales Specialist, in order to shift from reactive to proactive.

• 2026 Online Sales and Marketing Summit - October 1-2, 2026 in Austin, TX - The Summit is literally the biggest party for Online Sales Specialists in the universe.

Garrett Fitzgerald with Pulte Homes - He is such a great mentor for new OSCs joining Pulte and going through training and onboarding.

• Treat every caller like gold: when your day is structured, you can give customers the attention they deserve.
• Start your day calm and end it clean: when you add in time to plan your day and wrap up, you will feel ahead.
• This is a structural problem: this is not a you problem - it is fixable, you just need to prioritize your tasks.

Define your first priorities and your second priorities. We recommend the Marie Kondo method. Put everything out there and if it's no longer giving you joy or converting interest into revenue, say Arigato - thank you - and give it away.

Host Jen Barkan is joined by Online Sales Coach Melissa Fort to talk about the non-negotiables in online sales, from capturing leads to connecting with your on-site team.

• Online Sales Academy – April 1-3, 2026: It’s not too late to join! Ideal for new OSCs or anyone that wants to level up their online sales.

Jennifer Thilmany with Hartizen Homes - Brand new to the role, just went through her training, and she's kicking butt and taking names. Appointments and sales are flowing! Congrats Jennifer!

• All new interest flows through online sales.
• Start with your website - CTAs - one voice - creating a better mousetrap will lead to higher conversion and better data integrity. For example: Web leads, signage, calls, Zillow, BDX, developer, realtors, Self Tour.
• Right size your program - one OSC manages 150-200 new leads/month. Take into account coming soon as well.
• Position the OSC as an extension of the sales team and it should be a performance-based role.
• Lean into speed to lead.
• Personalize the first email, text, and call with the community of interest and address any questions that came in the inquiry. Auto response doesn’t count.
• Make your messaging relevant and simple. And know your audience - one size doesn’t fit all on follow up templates.
• Develop and follow a process. You need a process for new leads, responsive leads, prospecting, coming soon communities, call path, and handoff.
• Be curious! Discover don’t info dump and set appropriately qualified appointments for your sales team.
• Know your numbers and the why behind them. Reporting is your responsibility. Leads, lead sources, conversion to appt, show rate, appt to sale, and overall contribution.
• Make the phone your best friend and make it a priority. Answer rate needs to be 80% or higher.
• Prospecting is a first priority. If you don’t have the bandwidth to make prospecting monthly emails and daily outbound calls, then consider a couple of things: how you manage your day and if you need a team member? With almost 20% of appointments coming from aged leads, you can’t afford not to do it.
• Come out from behind the screen and connect with sales. Whether this is sales meetings, in person at the community, or virtually.
• Stay up to date on your tech stack.
• Remember your value and the impact you have on your company. Know how to explain your role confidently.

Anything on the manifesto that you're not following or don't have implemented, sit down with leadership and talk it through. Don't go with complaints, but with solutions.

Host Jen Barkan is joined by Online Sales Consultant of the Year, Felicia Berry from Viera Builders, and Online Sales Consultant Team of the Year, Karen Schieb and Jennifer Wammack from M/I Homes, who share their career journeys, how the OSC role has evolved over the years, and what drives success in today’s market. They talk about how strong relationships, fast and personalized follow-up, teamwork, and persistence are key to standing out.

• Online Sales Academy – April 1-3, 2026: Registration is open! Ideal for new OSCs or anyone ready to sharpen foundational skills

• Great Team Dynamics = Winning: Trust each other, communicate constantly, document thoroughly, and root for each other
• The OSC Role Development: OSCs have become key to builder sales performance
• When Demand Slows, Go Deeper: Use slower periods to go after aged leads, strengthen your training, refine processes, and build realtor relationships

What is one skill that an OSC should brush up on right now in this market?

Host Jen Barkan and DYC Online Sales Coach Amanda Martin dig into the 2025 year end benchmarks on this episode! Jen and Amanda discuss how steady conversion rates and strong online sales performances that prioritize personalization, disciplined prospecting, and strong relationships with onsite teams will drive success in 2026.



• Online Sales Academy – April 1-3, 2026: Registration is open! Ideal for new OSCs or anyone ready to sharpen foundational skills

Kelly Rushin at Berks Homes - Coming in HOT in 2026 with the highest number of appointments and sales than any month in 2025, a 66% contribution, and a 22% aged lead-to-appointment prospecting number.

• Year End Benchmarks: Overall leads were down but conversions stayed steady
• 2026 Focus Points for Excellence: Personalization, Prospecting, and Partnerships
• Qualification > Convenience: Self-scheduling tools remove the human touch and hurt conversion quality

You should be tracking your lag time from your lead create date to the appointment date, and track lag time from the appointment date to the sale.

It’s the most wonderful day of the year! The DYC Team gathered with some of the best in the industry this past Monday for National OSC Day to celebrate and reflect on all the ways our Online Sales teams make an impact on their builders and the industry overall.

Listen in to hear insights, encouragement, and recognition from some of the best Online and Onsite pros in our industry, celebrating all you do from the Online Sales seat to keep buyers excited and engaged.

• The Evolution of Online Sales - Mike Lyon reflects on how the role has evolved from a flexible add-on to a critical piece of the buyer journey, and what hasn't changed: the human element.

• Why Online Sales Work Matters So Much - Lena Burgin, Online Sales Consultant at Level Homes and last year’s National’s Rookie of the Year, shares what makes the role meaningful: the opportunity to help people navigate one of the biggest seasons of their lives, every single day.

• The Onsite-Online Partnership in Action - Sydney Palmer, Onsite Sales Consultant at Tilson Homes and nominee for Rookie Salesperson of the Year at Nationals, explains how strong OSC relationships directly impact sales success – keeping buyers informed, excited, and confident.

• Setting the Stage for the Entire Customer Journey - Cassy Williamson, Sales Trainer at Impact EightyEight and author of Unapologetic, reminds us that OSCs often create the first impression – holding the customer’s hand without stepping on toes and proving that when teams work together, everyone wins.

• The Unseen Work Behind the Scenes - Tameka Hughes, Strategic Account Manager at CallRail, highlights the unmatched effort OSCs put in every day – from power-using platforms to shaping better tools through constant feedback.

• The Frontline Perspective - Cassie Smith, Director of Sales and Design at Chesapeake Homes, calls OSCs the engine of the operation and the calming force for buyers early in the process. She offers a clear message to builders still on the fence: buyers are already online, but are you meeting them intentionally?

• Why Marketers Should Care Deeply About Online Sales - Kevin Oakley frames online sales as the ultimate attribution method – positioning the OSC as one of the most trusted sources of insight in the entire marketing ecosystem.

Jen Barkan is joined by Savannah Lynn, Senior Online Sales Specialist at Main Street Homes and 2024 Online Sales Counselor of the Year, for a deep dive into what it really takes to grow in today’s online sales role.

From personalizing outreach in today's ever-changing market to building a scalable online sales program, Savannah shares real-world strategies for standing out, improving conversions, and stepping confidently into leadership. If you’re ready to elevate your mindset, sharpen your follow-up, and think beyond just a role, this episode is for you.

• February 9th is National OSC Day! Get ready to celebrate with us.

• Martha Clifford – OG Online Sales Specialist at Tuskes Homes, crushing December with top appointment-to-sale conversion and highest lead-to-appointment-kept rate. Nice work, Martha!

• Why personalization is the fastest way to prove you’re not a chatbot
• How shifting from “order taker” to true lead qualifier changes everything in today’s market
• What really changes when online sales becomes a program, not just a position
• How tracking prospecting behavior reveals where your best ROI actually lives

1. Identify one person in your organization you need to have clear, kind, and direct communication with and commit to having that conversation.