Who’s on Your Website and How to Convert Them | Sales & Marketing Power Hour Recap
If you’re like most builders, you’ve probably spent countless hours (and dollars) driving traffic to your website. But here’s the hard truth: driving traffic without conversion is like building roads to nowhere.
That’s exactly what we tackled on the August 13, 2025 episode of the Sales & Marketing Power Hour, hosted by Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions Consulting. Our powerhouse guest panel—John Peragine (Audience Town), Lisa Welter (JTB and Interra Homes), and Nick Chitty (CommVersion)—joined us to dive into one of the most critical topics for today’s home builders: how to transform anonymous website visitors into engaged buyers.
Why This Topic Matters
Websites have replaced the model center as the first stop in the buyer journey. However, builders often focus solely on attracting visitors rather than converting them. As Kimberly pointed out, data without action is wasted potential—and buyers who aren’t captured or nurtured will simply drift off to a competitor.
That’s where today’s smart tools and strategies come in. This episode showed how builders can use AI, data, and human interaction to finally answer the question: who is on my website, and how do I move them toward a sale?
Highlights from the Conversation
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AI Meets Human Touch
Nick Chitty broke down CommVersion’s hybrid chat solution, which uses AI to engage website visitors instantly but transitions to trained humans to qualify and connect real leads. The result? Prospects don’t just click away—they move closer to a sales appointment. -
Know Your Audience
John Peragine explained how Audience Town helps builders identify exactly who is visiting their sites. From demographics to behavior patterns, the platform uncovers data that lets marketers personalize outreach and speak directly to what buyers care about most. -
From Data to Decisions
Lisa Welter shared how her team at JTB and Interra Homes has been able to take these insights and apply them in practical ways—optimizing SEO, refining ad spend, and even improving how leads are handed off to the sales team. She stressed that when marketing and sales work together with the same data, conversions go up. -
Training and Accountability
One theme echoed across the panel: it’s not enough to have great tools. Builders must train their sales teams on how to use them and hold everyone accountable for making data-driven follow-ups part of their daily process.
Why You Should Watch
This episode is packed with actionable takeaways that every builder and sales professional can use right now:
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How to engage website visitors before they leave your site.
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Ways to personalize messaging using real-time audience insights.
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Best practices for sharing data between marketing and sales teams.
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Why training and accountability are just as important as the tools themselves.
And of course, Carol and Kimberly bring their trademark energy, humor, and “call it like it is” approach to keep the conversation lively and relevant.
Final Thoughts
Your website is more than a digital brochure—it’s the engine that fuels your sales pipeline. But without the right strategies, you’re just paving digital highways with no destination. This conversation will show you how to build pathways that lead directly to conversions.
Don’t miss the full episode of “Who’s on Your Website and How to Convert Them.” Watch it now and start turning clicks into closings.