Nearly 50 per cent of Miller Homes' properties are now sold to buyers already registered with the business online.
Sales leads shown to come through the Miller Homes site have risen from below 20 per cent in 2002, hitting close to 70 per cent at peak times and currently averaging in the region of 50 per cent - a 10 per cent rise on the same time last year.
Miller Homes marketing director, Philip Hogg, said: “The web is an absolutely vital part of marketing mix today. Sale by sale, it works out to be far more cost effective for us than the more traditional routes and, despite its relative infancy, it is reaching as many active househunters as the more established sales techniques.
“People want to be able to search for a new home from the comfort of their armchair – that part is obvious. Where we seen most success however, is with the customer alert service. Everyone signed up to millerhomes.co.uk gets forewarned of a plot release ahead of the general public – and the conversion rates here have been second to none. The speed of sales can’t be knocked either. For the most part, people sign up with us because they genuinely want to buy."
