Home Builder Marketing Channel Survey 2026: Company Websites Lead with 48.5% as SNS Becomes Standard
A survey of the housing industry conducted by Biz Creation in January 2026 reveals that company websites have emerged as the most effective lead generation channel, identified by 48.5% of respondents.
📋 Article Processing Timeline
- 📰 Published: May 20, 2026 at 19:00
- 🔍 Collected: May 20, 2026 at 10:31
- 🤖 AI Analyzed: May 21, 2026 at 12:05 (25h 33m after Collected)
## Survey Overview and Background
Biz Creation, the provider of 'KengakuCloud,' a lead generation tool tailored for the housing industry, conducted a survey among 134 client companies regarding strategies to promote customer site visits and lead generation channels.
The results indicate that social media (both paid advertisements and organic posts) remains a major, established marketing channel, maintaining high effectiveness over the last three months.
The percentage of companies reporting that their own company website was effective in generating leads rose from 42.2% in the July 2025 survey to 48.5% (+6.3pt). This made company websites the most highly rated channel in the January 2026 survey, signaling a shift in marketing channel composition.
## Key Survey Findings
- SNS remains a primary channel (SNS ads 46.3%, SNS posts 45.5%)
- Company websites see increased effectiveness (42.2% → 48.5%, +6.3pt)
- 'Website enhancement' as a customer acquisition strategy increases (33.6% → 38.1%, +4.5pt)
## Multi-layered Marketing Strategies
In the latest survey, 'company website' was the top-rated channel among respondents for effectiveness in lead generation over the past three months. Having ranked third in the July 2025 survey, it has now climbed to the top spot in the January 2026 survey.
Additionally, 'printed flyers/DM' (33.6%) and 'portal sites' (26.9%) also saw increases, indicating shifts in effectiveness across multiple channels.
Regarding strategies for promoting visits from new customers, the percentage of companies focusing on 'website enhancement' grew from 33.6% to 38.1%. Furthermore, implementation rates for other measures, such as 'regular events' (74.6%) and 'campaigns for new visitors' (53.0%), have also risen. This suggests that marketing initiatives for new customers are becoming more multi-layered, extending beyond just the selection of channels.
## KengakuCloud: Specialized Lead Generation Tool for the Housing Industry
KengakuCloud allows home builders to consolidate marketing-related workflows. By displaying event information and reservation forms on company websites, builders can efficiently manage appointments for model homes and consultations.
As of January 2026, the tool has been adopted by 1,800 companies and has processed a total of 300,000 reservations.
Biz Creation, the provider of 'KengakuCloud,' a lead generation tool tailored for the housing industry, conducted a survey among 134 client companies regarding strategies to promote customer site visits and lead generation channels.
The results indicate that social media (both paid advertisements and organic posts) remains a major, established marketing channel, maintaining high effectiveness over the last three months.
The percentage of companies reporting that their own company website was effective in generating leads rose from 42.2% in the July 2025 survey to 48.5% (+6.3pt). This made company websites the most highly rated channel in the January 2026 survey, signaling a shift in marketing channel composition.
## Key Survey Findings
- SNS remains a primary channel (SNS ads 46.3%, SNS posts 45.5%)
- Company websites see increased effectiveness (42.2% → 48.5%, +6.3pt)
- 'Website enhancement' as a customer acquisition strategy increases (33.6% → 38.1%, +4.5pt)
## Multi-layered Marketing Strategies
In the latest survey, 'company website' was the top-rated channel among respondents for effectiveness in lead generation over the past three months. Having ranked third in the July 2025 survey, it has now climbed to the top spot in the January 2026 survey.
Additionally, 'printed flyers/DM' (33.6%) and 'portal sites' (26.9%) also saw increases, indicating shifts in effectiveness across multiple channels.
Regarding strategies for promoting visits from new customers, the percentage of companies focusing on 'website enhancement' grew from 33.6% to 38.1%. Furthermore, implementation rates for other measures, such as 'regular events' (74.6%) and 'campaigns for new visitors' (53.0%), have also risen. This suggests that marketing initiatives for new customers are becoming more multi-layered, extending beyond just the selection of channels.
## KengakuCloud: Specialized Lead Generation Tool for the Housing Industry
KengakuCloud allows home builders to consolidate marketing-related workflows. By displaying event information and reservation forms on company websites, builders can efficiently manage appointments for model homes and consultations.
As of January 2026, the tool has been adopted by 1,800 companies and has processed a total of 300,000 reservations.
FAQ
Why are home builders emphasizing company websites?
Because websites serve as a hub for accepting direct reservations from potential customers driven by social media or portals, maintaining direct contact points.
Is SNS still important for marketing?
Yes, it maintains high effectiveness and remains a critical primary channel for building awareness among new customers.
What does 'multi-layered' marketing strategy mean?
It refers to securing stable lead sources by combining websites, social media, flyers, and events without relying on a single channel.