Overview

In December 2025, digital marketing efforts generated 46 leads, an 18% increase from the 39 leads produced in November. Additionally, direct engagement via phone call clicks more than doubled, increasing from one to three clicks month-over-month. The primary driver of this growth was Facebook, which was the top lead source, contributing 37 of the 46 total leads for the month and accounting for the entirety of the monthly increase in lead volume.

Analysis of user engagement by medium and device reveals a key opportunity. Traffic from the local medium, particularly from tablet users referred by Google, showed the highest engagement levels. This segment registered an average session duration of 247.2 seconds, viewed an average of 4.65 pages per session, and had a 23.53% returning visitor rate. Desktop and mobile users from the same medium also showed strong, albeit lower, engagement metrics. These results indicate that local search intent is capturing a highly interested audience, a trend we are watching closely.

Overall website engagement in December remained healthy, with an average session duration of 98.3 seconds and a total of 17,802 page views. Returning visitors accounted for 27.9% of all traffic. Certain pages demonstrated exceptional performance, indicating strong user interest in Berkeley Hall's lifestyle and real estate offerings. The 'Spa & Fitness Center' page was a top performer, capturing 950 views with a very high 89.7% engagement rate. The 'Our Stories' and 'Property Search' pages also performed well, with engagement rates of 88.8% and 75.2% respectively. The high engagement on these content-rich pages, compared to the homepage, underscores the value of showcasing the community's specific amenities and available properties.

Geography

In December 2025, the top-performing state for lead generation was South Carolina, which produced a total of 5 leads from the cities of Bluffton and Beaufort. New York and the Gansu region of China tied for the second-highest lead volume, each generating 4 leads. This indicates a strong combination of local interest from South Carolina and successful reach into a key domestic metropolitan market.

Several cities demonstrated noteworthy performance this month. Pocahontas, Arkansas, stood out with a remarkable 200% conversion rate and a perfect 100% engagement rate, converting its highly engaged traffic into 2 leads. Beaufort, South Carolina, also showed strong performance with a high 6.3% conversion rate, generating 2 leads. In terms of audience loyalty, Bluffton, South Carolina, was exceptional, with a 61.2% returning visitor rate, the highest of any city, indicating strong and sustained local interest in the Berkeley Hall community.

Analyzing performance over the past 90 days reveals long-term trends. Based on available data for locations with six or more leads, Lanzhou, China, has emerged as a significant source of lead volume, generating 18 leads in the last quarter. However, the associated engagement metrics are low, with an average session duration of only 2.0 seconds and a 10.9% engagement rate. While the volume is notable, the quality of this traffic may be low, and we are monitoring this location to assess the long-term value of these leads.

Paid search

Paid search campaigns on Google Ads generated a total of 8 leads in December 2025, with an overall conversion rate of 2.14%. The top-performing non-branded campaign was 'Bluffton Community,' which produced 3 leads at a 1.95% conversion rate. Following this, the 'Bluffton New Homes' campaign stood out by converting at a high rate of 6.25% to generate one lead, and the 'Bluffton Real Estate' campaign also contributed one lead with a 2.50% conversion rate.

Beyond direct lead volume, analyzing user engagement provides opportunities to improve lead quality. The 'Bluffton New Homes' campaign, despite generating only one lead, demonstrated significant user interest with the highest average session duration of 58.9 seconds. This suggests the ad copy and landing page are highly relevant to the search query. Additionally, the 'Bluffton Community' campaign showed strong performance in re-engaging prospects, boasting a 22.7% returning visitor rate and a high engagement rate of 39.0% over the last 90 days. These campaigns attract a highly engaged audience and represent key opportunities for further optimization.

Paid social

Paid social campaigns delivered an exceptional performance in December 2025, generating 37 leads, a 32% increase compared to the 28 leads from November. This growth was accompanied by a significant improvement in efficiency, as the overall conversion rate rose from 5.03% to 6.64% month-over-month. These campaigns also drove two direct phone call clicks, indicating strong user intent.

The majority of leads were driven by two top-performing campaigns. The 'CH geo-interest targeting' campaign was the most productive, generating 22 leads. The 'community geo-interest targeting' campaign followed, contributing another 12 leads. When analyzing performance at the campaign level, the 'community geo-interest targeting' campaign proved to be the most efficient, achieving the highest conversion rate of 7.0% from its 169 sessions. The 'community remarekting' campaign also performed well, converting at a solid 6.0%.

As we look to improve lead quality, we are observing the engagement metrics of our highest-volume campaigns. The 'CH geo-interest targeting' campaign is a key opportunity. In addition to producing the most leads, it also achieved the highest average session duration at 23.9 seconds and a strong 8.8% returning visitor rate. This indicates that the targeting is attracting a highly engaged audience that is returning for more information, suggesting a high potential for quality lead nurturing from this segment.

Organic

Organic search traffic was a primary driver of website engagement in December 2025, delivering 3,473 sessions. This traffic generated 9,742 page views, a 2.7% increase compared to November, showing consistent audience growth. The channel also demonstrated strong audience loyalty, with 30.7% of all organic visitors being returning users, indicating high brand recall and sustained interest.

The quality of organic traffic was excellent, as evidenced by user behavior metrics. The average session duration for December was 136.7s, a slight increase from 134.4s in November. This lengthy session duration, coupled with an average of 2.3 page views per session, confirms that visitors arriving from organic search are highly engaged and thoroughly exploring the website's content.

Display

Display advertising efforts in December 2025 were driven by the Hearst Anyscreen Reach campaigns, which focused on generating brand awareness in key markets. These campaigns were the primary source of traffic from the display channel during the month.

The main active campaigns were the 'Hearst Anyscreen Reach campaign - DMA BOSTON - Display' and the 'Hearst Anyscreen Reach campaign-Display'. All non-Google display traffic for December originated from these initiatives through our Hearst partnership.