Overview

In February 2026, Belfair generated a total of 79 leads, representing a 2.6% increase from the 77 leads generated in January. In addition to form submissions, we tracked 55 phone call clicks, indicating strong direct inquiry interest. The primary driver of lead volume this month was Facebook, which was responsible for 42 of the total leads, making it our top-performing channel and the source of the month-over-month growth.

Analysis of user engagement shows that visitors from the 'local' medium using a desktop device are the most engaged segment. This group averages an impressive session duration of 185.36s, views an average of 4.35 pages per session, and has a 20.54% rate of returning visits, with Google being the top referring domain. This high level of engagement from local desktop users represents a significant opportunity we will continue to monitor and leverage.

Overall website engagement remains healthy, with a total of 18,128 page views, an average session duration of 94.7s, and a strong 38.3% of visits coming from returning users. Specific property detail pages are driving the highest engagement, indicating strong interest in available real estate. For example, the page for '21 Hunting Court' achieved an exceptionally high engagement rate of 97.5%, while the '1 Manchester Court' listing saw an engagement rate of 96.8%. The main real estate listings page also continues to be a top performer, attracting 1,490 page views with a 78.7% engagement rate. These pages, along with lifestyle content like 'Life Here' (90.6% engagement), are highly effective at capturing visitor attention and showcasing the Belfair community and its offerings.

Geography

Geographic analysis for February reveals strong performance from key domestic markets. New York and Illinois emerged as the top states for lead generation, contributing 8 and 5 leads respectively. New York City was the single largest source of leads with 8. However, several other cities demonstrated remarkable efficiency. Franklin, Tennessee, stands out with a perfect 100% conversion rate, successfully converting its traffic to generate 3 leads. Similarly, Arlington Heights, Illinois, showed strong potential with a 40% conversion rate from its user traffic, complemented by a high 40% rate of returning visitors, which indicates a highly engaged local audience.

Looking at performance over the past 90 days, we've identified significant long-term opportunities in major metropolitan areas. Specifically, New York and Chicago have consistently generated high-quality interest. Over the last three months, New York has produced 13 leads and maintains a high average session duration of 61.9s and a 23.5% returning visitor rate, suggesting a deeply engaged audience. Chicago, with 6 leads over the same period, demonstrates superior conversion efficiency with a 2.0% conversion rate and a higher average engagement rate of 41.6%. We are closely watching these two cities as prime markets for sustained lead generation based on these strong performance metrics.

Paid search

Paid Search campaigns delivered a total of 36 leads in February, achieving an overall average conversion rate of 3.96%. Direct response from these ads also saw a positive increase, with 4 phone call clicks generated this month, a notable improvement from zero phone call clicks in January.

The top-performing non-branded campaigns were highly effective at converting traffic. The 'Bluffton Communities' campaign led the way with 11 leads and an impressive conversion rate of 5.8%. Following this, the 'Bluffton New Homes' campaign also performed strongly, securing 5 leads with a solid 4.7% conversion rate. These campaigns are successfully capturing high-intent searchers actively looking for new homes and communities in the Bluffton area.

Beyond direct lead volume, analysis of user engagement metrics points to opportunities for cultivating higher-quality leads. The 'Branded' campaign attracts the most engaged audience, with a 90-day average session duration of 53.3s and a high 17.1% returning visitor rate. Similarly, the 'Bluffton Communities' and 'Beaufort Real Estate' campaigns show strong engagement rates of 43.1% and 41.0% respectively. These campaigns are attracting a more considered user, and we see an opportunity to optimize them further to improve not just the quantity but the quality of leads generated.

Paid social

Paid Social performance saw significant growth in February, delivering 42 leads, a 50% increase over the 28 leads generated in January. This growth was driven by a substantial improvement in efficiency, with the overall conversion rate rising to 8.12%, up from 5.65% the previous month. No phone call clicks were attributed to social campaigns this month.

The top-performing campaign by volume was 'geo-interest targeting', which successfully generated 32 leads. The 'remarketing' campaign also performed well, contributing an additional 10 leads. When analyzing conversion efficiency, the 'remarketing' campaign was the clear standout. While it drove fewer sessions (79), it achieved the highest conversion rate at an impressive 13.0%. The 'geo-interest targeting' campaign converted at 5.0% from its 593 sessions.

In terms of improving lead quality, we are observing opportunities within both campaigns. The 'remarketing' campaign shows strong promise, attracting a highly engaged audience as evidenced by its superior engagement rate of 17.7%. This indicates that our messaging is resonating well with users who are already familiar with the Belfair brand. Additionally, the 'geo-interest targeting' campaign is effective at re-engaging prospects, demonstrated by its 10.2% rate of returning visitors.

Organic

Organic search continued to be a significant driver of high-quality traffic in February. The channel generated 4,159 sessions and a total of 10,689 page views. A key highlight of organic performance is the high level of audience loyalty, with 45.4% of traffic coming from returning users, indicating strong brand recognition and interest within search engine results.

User engagement from organic traffic was exceptionally strong this month. The average session duration was an impressive 129.1s, demonstrating that visitors arriving from search are highly engaged and spend considerable time exploring the website's content. This lengthy session duration, combined with an average of 2.5 pages viewed per session, suggests that organic visitors are thoroughly researching Belfair's offerings, from community information to specific property listings.

Display

Display advertising efforts in February generated 1 lead from a total of 185 sessions, resulting in an overall conversion rate of 0.54%. All performance metrics for this channel are based on non-Google display campaigns, focusing our analysis on programmatic and direct media buys.

The sole contributor to this month's display performance was the "February 2026" campaign running on the Basis platform. This campaign was responsible for generating the single lead and attracted an engaged audience, with visitors spending an average of 44.9s on the site after clicking an ad. This indicates that our creative and targeting are effectively reaching a relevant audience, capturing their interest enough to explore the website further.