Customer Insight

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.

First launched in Dallas–Fort Worth

Dallas–Fort Worth, TexasInitial implementation market

15+ CommunitiesDigital reservation requests across participating communities

Expansion underwayFollowing the success of the initial implementation

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

75%

of reservation activity is happening between Thursday and Sunday.

The Impact

39%

of reservations occur outside normal model home hours.

Buyers are most active when sales centres are closed.

~33%

of deposits are incremental.

Buyers who reserve after hours wouldn't have visited during business hours.

86%

close rate on Ownly reservations.

High-intent buyers convert at a significantly higher rate.

50% Faster

from reservation to contract.

Buyers who reserve through Ownly experience ~50% faster time to contract.

“Being the first builder in Texas offering 24/7 reservation request capabilities is a huge differentiator over the competition. You're making your homes available and allowing yourselves to sell 24/7.”

Meredith Chapman

VP Sales – DFW, K. Hovnanian® Homes

A New Buyer Journey