Let’s set the record straight: Your Online Sales Counselor (OSC) is not a one-person army. They’re not a magician who can wave a magic wand over lukewarm leads and produce closings. And they’re certainly not a plug-and-play solution that runs on autopilot. If your online sales program is struggling—or worse, crashing and burning—it’s not just about the OSC. It’s about the system surrounding them.

Too often, home builders invest in the idea of an OSC without investing in the infrastructure and support they need to succeed. So today, we’re pulling back the curtain and exposing the real reasons some online sales programs fail while others thrive. Spoiler alert: It’s not all on the OSC.

Let’s begin uncovering the real reasons online sales programs succeed—or crash and burn

Getting the Wrong Butt in The Seat

The OSC role is not for everyone. It requires a unique blend of tech-savviness, empathy, hustle, and laser-focused follow-up skills. Sometimes builders try to repurpose an in-house salesperson or an admin to “do OSC stuff” without realizing the skillset mismatch. A great OSC is part concierge, part counselor, and part consultant.

Hiring someone who lacks the necessary drive or digital intuition can doom the program before it even gets off the ground. This isn’t a fill-the-chair position. It’s a revenue-driving, lead-nurturing, appointment-setting powerhouse. A typical online sales counselor can touch 30-50% of your buyers or more. If you’re not hiring with that in mind, you’re setting the whole system up to fail.

Poorly Set Up or Outdated Programs

Let’s talk tech. If your CRM is clunky, your website’s lead forms are buried three clicks deep, and your autoresponders sound like they were written in 2009, don’t expect your OSC to work miracles.

A high-performing online sales program needs streamlined processes, automated yet personalized follow-up tools, real-time lead alerts, and data dashboards that actually mean something. If the backend is a mess, the tools are antiquated, and everything lacks connectivity… you’ve handed your OSC a butter knife when they really need a power saw.

Lack of Training and Goal Setting

Would you hire a sales agent and just say, “Good luck”? Of course not. So why do so many OSCs get tossed into the deep end without structured training or clear expectations?

A successful OSC needs more than just a job description, a smart phone, and a laptop. They need onboarding, role-playing, ongoing training, KPIs, and feedback loops. Otherwise, they’re just guessing—and so are you when you try to measure their performance.

Give them the three “T’s” – the tools, targets, and training. Set goals that are realistic, measurable, and aligned with your sales funnel.

The Sales and Marketing Divide

Marketing generates the lead. Sales closes the deal. The OSC? They live in the space between. If marketing and sales aren’t communicating—worse, if they’re siloed—the OSC is left translating two different languages.

Collaboration is key. Your OSC needs to be part of the conversation when it comes to campaign planning, lead scoring, messaging, and follow-up strategy. Otherwise, you’re just tossing leads over the fence and hoping someone catches them.

Bridge the gap. Make sure your OSC, sales, and marketing teams are synced up, talking regularly, and sharing data and feedback.

No Leadership Buy-In or Accountability

Finally, let’s address the elephant in the room: leadership. If your OSC program isn’t backed by buy-in at the top, it’s running uphill with a parachute.

We’ve seen it time and again—an OSC gets hired, maybe even trained, but leadership doesn’t understand the role or how to support it. Without consistent accountability, process enforcement, and strategic oversight, the program fizzles out.

Leaders must champion the online sales program. That means understanding its ROI, empowering the OSC, investing in tools, and creating a culture of accountability across departments. It starts at the top.

From click to contract, success doesn’t happen in a vacuum. Your OSC might be the face of your online sales program, but they can’t carry it alone. Success requires smart hiring, solid systems, strategic collaboration, and unwavering leadership support.

So if your OSC program isn’t delivering the results you hoped for, it’s time to stop blaming the person and start evaluating the process.

Build the right foundation, and your OSC won’t just survive—they’ll thrive.