Overview

In April 2025, Firefly generated 123 leads. Phone call clicks increased significantly to 515, up from 365 in March 2025. Google was the top lead source, driving the majority of lead generation with 80 leads.

Opportunities we are watching include tablets because they had the highest average session duration with a score of 66.15 seconds, 2.5 average page views, and the highest rate of returning users at 37.5%. The top referring domain was https://m.youtube.com/. In comparison, mobile devices had an average session duration of 60.08 seconds, 2.63 average page views, and 3.13% returning visits, referred primarily from https://www.google.com/. Smart TVs had an average session duration of 58.96 seconds, 3.0 average page views, and 0% returning visits, referred primarily from https://googleads.g.doubleclick.net/.

Overall, the average session duration in April 2025 was 39.8 seconds, with a total of 71,120 page views and 6.2% returning visits.

The pages that generated the most interest include https://discoverfirefly.com/multivariate/ with 38,765 page views and a 61.5% engagement rate, https://discoverfirefly.com/ with 29,575 page views and a 42.6% engagement rate, and https://discoverfirefly.com/thank-you/ with 2,040 page views and a 99.1% engagement rate.

Geography

The top five cities contributing to lead generation for Firefly in April 2025, along with their respective metrics, are detailed in the table below.

Opportunities we are watching are 86190 and Norwalk. These cities have a high conversion rate of 66.7% over the past 90 days. 86190 in Nouvelle-Aquitaine, had a lead volume of 10, an average session duration of 20.2 seconds, and an average engagement rate of 33.3%. Norwalk in California had a lead volume of 10, an average session duration of 8.6 seconds, and an average engagement rate of 66.7%. East Point, Georgia, also had a conversion rate of 66.7% but is not being focused on because they had lower session duration and engagement rate metrics.

Paid Search

Google Ads generated 80 leads for Firefly in April 2025. The overall conversion rate for Google Ads was 0.8%, an increase from 0.5% in March 2025.

Excluding the branded campaign, the top Google Ads campaign generating the most conversions in April 2025 was Pmax, with 21 leads. Phone calls attributed to paid search totaled 45.

Opportunities we are observing to improve lead quality are with the Gated Community and Franklin Custom Homes & Home Builders campaigns. Over the past 90 days, the Gated Community campaign yielded an average session duration of 34.4 seconds, an average engagement rate of 122.1%, and 4.3% returning visitors. The Franklin Custom Homes & Home Builders campaign had an average session duration of 23.8 seconds, an average engagement rate of 141.9%, and 3.7% returning visitors. The Branded campaign had an average session duration of 56.0 seconds, an average engagement rate of 107.4%, and 5.6% returning visitors; however, we are focused on the other two campaigns because the data represents net-new customers.

Paid Social

Paid Social efforts generated 30 leads for Firefly in April 2025, an increase from 25 leads in March 2025.

The top two Paid Social campaigns generating the most conversions in April 2025 were Gated Community Homes Geo-Interest Targeting, with 9 leads and 1 phone call click, and Remarketing, with 7 leads and 0 phone call clicks. The Gated Community Property Finder Geo-Interest Targeting campaign yielded the highest percentage of returning visitors at 16.3%. The Gated Community Estate Geo-Interest Targeting had 9.5% returning visitors and the Gated Community Homes Geo-Interest Targeting campaign yielded 8.0% returning visitors. These provide opportunities we are observing to improve lead quality.

Organic

Data unavailable. Unable to report average page views and percent returning visits for April 2025.

Display

The Display source generated 10 leads in April 2025. The Display source generated 34,600 sessions in April 2025.

For Zillow campaigns in April 2025, the zillow boost campaign generated 40 leads, with an average session duration of 26.4 seconds and 5.4% returning visits. The luxury boost campaign generated 5 leads, with an average session duration of 28.7 seconds and 8.8% returning visits.

Overview

In May 2025, Firefly generated 252 leads, marking a significant increase compared to the 123 leads acquired in April 2025. The total phone call clicks also saw a substantial jump, rising from 618 in April to 1560 in May. Google drove lead generation the most, accounting for 124 of the total leads.

An opportunity we are watching is paid social on tablets, with an average session duration of 128.22 seconds, indicating high user engagement. The top referring domain was http://m.facebook.com/, suggesting Facebook's mobile platform is a valuable traffic source. The next highest scores were desktop engagement on the medium "Data Not Available" with 43.88 seconds, and CPC medium on tablets with 49.84 seconds.

Overall in May 2025, the average session duration was 36.5 seconds, with a total of 129990 page views and 8.7% returning visits.

The pages that people were most interested in engaging with were https://discoverfirefly.com/ with 65550 page views and a 39.9% engagement rate, https://discoverfirefly.com/multivariate/ with 58764 page views and a 56.7% engagement rate, and https://discoverfirefly.com/thank-you/ with 5082 page views and an 86.8% engagement rate.

Geography

The following table summarizes the top 5 cities with the highest lead volume, along with their corresponding average engagement rate, average session duration, percent returning visits, and conversion rate for May 2025.

Opportunities we are watching are Murphysboro, Illinois and East Point, Georgia, both having a 100% conversion rate and 50% average engagement rate with 12 leads each over the previous 90 days. The city 86190 in Nouvelle-Aquitaine has a 66.7% conversion rate over the last 90 days with 12 leads.

Paid Search

Google Ads generated 124 leads in May 2025, an increase from the 80 leads in April 2025. The overall conversion rate for Google Ads also improved, rising from 0.8% in April to 1.1% in May.

The top two Google Ads campaigns generating the most conversions for May 2025 were "Gated Community" with 2 leads and "Nashville Custom Homes & Home Builders" with 1 lead.

Phone calls from paid search increased from 54 in April to 168 in May 2025.

Opportunities we are observing to improve lead quality are the campaigns with the highest average session duration, engagement rate, and percent returning visits metrics over the last three months. "Gated Community" at 132.7% had the highest average engagement, with "Branded" and "PMax" at 54.4 and 34.0 seconds for average session duration, and 6.3% for returning visitors percentage, respectively.

Paid Social

Paid social efforts generated 40 leads in May 2025, an increase from the 30 leads in April 2025.

For May 2025, the top two paid social campaigns generating the most conversions were "Gated Community Homes Geo-Interest Targeting" with 16 leads and "Gated Community Estate Geo-Interest Targeting" with 11 leads. There were 4 total phone calls generated from click to call across all campaigns. An opportunity we are observing to improve lead quality based on the highest percentage returning visits is the "Remarketing" campaign with 11.1%.

Organic

Organic search efforts generated 450 leads in May 2025, a significant increase from the 0 leads in April 2025.

The average session duration for organic traffic in May 2025 was 62.6 seconds.

Unfortunately, I do not have any data for average page views and percent returning visits for May 2025.

Display

The display source generated a total of 10 leads in May 2025.

The total number of sessions generated by the display source in May 2025 was 34830.

For Zillow campaigns in May 2025, the "zillow boost" campaign generated 42 leads with an average session duration of 29.8 seconds and a returning visits percentage of 6.3%. The "luxury boost" campaign generated 24 leads with an average session duration of 28.7 seconds and a returning visits percentage of 15.4%.