36.9%
130 buyers · 48 approved
Every qualified lead Homa has produced, scored on whether they reached approval. The spread between the best and worst segment is 2.7× — and the largest single segment is the worst one.
Two independent factors decide approval: whether they have bought a home before, and whether they took time. Neither explains the other — both hold within every level of the other.
The worst cell is the biggest. First-time buyers who qualify the day they arrive are the single largest group at 190 people, and they approve at 17%. Every fast-moving optimization signal — clicks, leads, same-day conversion — points directly at them.
Half of everyone who qualifies does it the day they first land. Those are the weakest buyers. Approval climbs steadily the longer someone takes to raise their hand — measured on a fixed 30-day window after qualifying, so nobody benefits from having been around longer.
The tail is longer than it looks: 18% of all approvals came from people who took more than a month, 8% took more than three months, and the longest was 374 days. Any campaign judged on a 30-day window is scored before a fifth of its buyers have decided.
Self-declared at onboarding. Repeat buyers and investors approve at roughly 40%; the two segments that aren't really buyers barely convert at all.
The repeat buyer does roughly twice as much of everything: 2.7× the saved homes, 2.3× the properties added, 1.8× the AI questions. The investor is the exception — high approval on the fewest tours, because they transact without needing to stand in the house.
Search isn't skipped by the fast movers — 83% of them use it. They just run one query and act. The considered buyer refines, paginates, and interrogates the AI at nearly double the rate.
| Behavior before qualifying | Same day | Considered | Gap |
|---|---|---|---|
| Reached the search page | 86.0% | 97.4% | 1.1× |
| Used autocomplete | 49.9% | 49.7% | — |
| Refined a search | 44.9% | 76.8% | 1.7× |
| Used AI search | 33.0% | 59.7% | 1.8× |
| Paginated results | 15.5% | 39.5% | 2.5× |
| Any search at all | 83.1% | 93.9% | 1.1× |
Autocomplete is identical across both groups — it's the universal first move. Pagination is the sharpest divider at 2.5×. Someone on their third refinement or fifth AI question is behaving like a 47% buyer, and nothing in the product currently treats them differently from a first-click bouncer.
Florida carries five times the volume. Texas converts at more than half again the rate.
Roughly 76 qualified leads sit outside Florida and Texas and approve at about half the in-market rate. Two thirds of buyers are on a phone regardless of state.
Based on the average price of homes a buyer adds to their list. Higher budgets approve at roughly twice the rate of the middle band — the cheap end correlates with the fast, weak profile.
Self-reported at onboarding, independent of any tracking. This disagrees sharply with UTM-based attribution, which credits paid social with a fraction of this.
Approval by the first page a buyer ever saw. Property pages beat search pages; both beat the marketing site, which currently absorbs almost all the traffic.
| First page seen | Qualified | Approved | Rate |
|---|---|---|---|
| App — a specific property | 26 | 11 | 42.3% |
| App — search | 35 | 12 | 34.3% |
| Marketing site | 701 | 234 | 33.4% |
701 of 762 buyers land on the marketing site — and 418 of those land on the homepage alone, arriving from a Google search for the brand name. That isn't discovery, it's brand capture: demand created somewhere else, collected by someone typing "homa" into Google.
Meanwhile app.tryhoma.com returns Disallow: /. All 20,560 listing pages — each with a real address-level title tag — are invisible to search. The landing page that converts best is the one search engines are not allowed to see.
Target the mover, not the dreamer. A repeat buyer who takes time approves at 46.8%. That is exactly the person the seller and move-up outreach already targets — someone whose house just hit the market and who will buy again within months.
Land people on a property, not a search. Property-page entries approve at 42.3% against 34.3% for search. It's also the only landing type that gives a first-time visitor something concrete to react to.
Treat search depth as the live signal. Pagination separates the segments by 2.5×. A visitor on their third refinement is announcing themselves, and nothing responds to it today.
Stop paying for pros and sellers-only. 21 people between them, approving at 7% and 14%.
Unblock the listings. The best-converting page type is the one excluded from search, in a category where every competitor is built on those pages ranking.