<Home Builder Survey 2026> Perceived Effectiveness of 'Referrals' Up 3.4pt; More Builders Strengthening Existing Customer Initiatives like 'Owner Events'

Biz Creation, provider of the housing industry-specific visitor attraction tool 'KengakuCloud,' conducted a survey of 134 client companies regarding their existing customer and visitor attraction strategies.

The survey revealed an increase in home builders strengthening initiatives for existing customers, such as 'owner events' and 'repeat visit campaigns.'

Additionally, the percentage of companies citing 'referrals' as an effective medium for attracting visitors over the past three months has risen, indicating a growing focus on creating continuous touchpoints and building relationships with existing customers.

■ Survey Summary
- 'Owner events' increased by 15.6pt, 'repeat visit campaigns' by 13.1pt, and 'individual contact' by 9.3pt year-on-year.
- Companies feeling the effectiveness of 'referrals' increased by 3.4pt year-on-year.

■ 'Owner Events' Up 15.6pt; Existing Customer Initiatives Growing
In this survey, the percentage of companies conducting 'owner events' as an existing customer initiative (multiple answers allowed) increased significantly by 15.6pt compared to the July 2025 survey.
'Repeat visit campaigns' rose by 13.1pt, and 'individual contact' was the highest at 67.9%, up 9.3pt year-on-year. This shows a spreading trend of prioritizing continuous relationship building with existing customers.

■ 'Referrals' Effectiveness Rises; Relationship Building is Key
Regarding 'media that felt effective for attracting visitors in the last 3 months (multiple answers allowed),' the percentage of companies citing 'referrals' rose by 3.4pt from the July 2025 survey.
While digital measures like SNS ads and company websites remain important, there is growing attention toward referral strategies based on trust with existing customers.

■ 'KengakuCloud' Supports Continuous Follow-up
'KengakuCloud' is a visitor attraction tool dedicated to the housing industry that centralizes visitor attraction tasks.
In addition to managing event reservations for model houses and consultations, it is used for re-approaching past visitors and continuous customer follow-up.
It centralizes visitor information from multiple channels and integrates with the CRM/MA tool 'Digima' to automate follow-up emails, supporting touchpoint maintenance and repeat visits.

■ Survey Team Comment
In the housing industry, there is a growing movement to prioritize continuous relationship building with existing customers through owner events, individual contact, and referral strategies, rather than just acquiring new visitors. However, managing these efforts and visualizing results requires significant labor.
This survey revealed that the perceived effectiveness of 'referrals' has risen, and the implementation rate of existing customer initiatives has increased. Continuous communication is leading to new touchpoints like referrals and repeat visits.

■ Survey Overview
Survey Name: Housing Industry Visitor & Attraction Trend Survey (January 2026 Edition)
Target: Housing companies/builders (KengakuCloud users)
Method: Online survey (Google Forms)
Period: Jan 19 - Jan 31, 2026
Responses: 134
Organizer: Biz Creation Co., Ltd.

■ About KengakuCloud
KengakuCloud is a one-stop visitor attraction tool for the housing industry. It helps regional builders solve visitor attraction challenges through reservation-based systems.
As of January 2026, it has over 1,800 client companies and 300,000 total reservations. Features include 'unmanned tours,' 'owner home tours,' and 'AI assist functions.'

■ About Biz Creation Co., Ltd.
Established in 2008, Biz Creation provides cloud services and promotion support, aiming to change the information infrastructure of the Japanese housing industry.