The Element Oracle
Strategic Operating Procedures - INTERNAL
Firefly - Digital Marketing Performance Report - June 2025 USING PROMPT SIMPLIFIED NAMES FIREFLY
Overview
In June 2025, Firefly generated 178 leads and received 59 phone call clicks. Google, with 120 leads, drove the majority of lead generation this month.
Paid mobile traffic had the highest average session duration at 177.62 seconds, 1.36 average page views, and 9.09% returning visitors. Paid social tablet traffic had the highest returning visitor percentage at 24.39%, 1.27 average page views, and an average session duration of 41.57 seconds. We are watching paid mobile traffic due to its high average session duration and paid social traffic on tablets due to the strong returning visitor percentage. Display tablet traffic recorded an average session duration of 89.69 seconds and 1.21 average page views. For the month, the average session duration was 41.0 seconds, with a total of 11366 page views and 8.0% returning visits.
The top pages by engagement rate and page views were https://discoverfirefly.com/ (9510 page views, 39.2% engagement rate), https://fireflyliving.com/inquire/ (812 page views, 78.1% engagement rate), https://discoverfirefly.com/thank-you/ (403 page views, 100.0% engagement rate), and https://fireflyliving.com/category/real-estate/ (153 page views, 80.0% engagement rate). These pages seem to be the pages prospective clients were most interested in engaging with.
Geography
The following table details the top 5 cities by lead volume for June 2025, along with their average engagement rate, average session duration, percent returning visits, and conversion rate.
| City | Region | Lead Volume | Avg. Engagement Rate | Avg. Session Duration | % Returning Visits | Conversion Rate |
|---|---|---|---|---|---|---|
| Nashville | Tennessee | 35 | 38.3% | 17.9 | 8.4% | 4.2% |
| Atlanta | Georgia | 8 | 47.4% | 19.5 | 10.0% | 7.1% |
| Elmhurst | Illinois | 8 | 25.0% | 30.3 | 66.7% | 57.1% |
| Franklin | Tennessee | 7 | 46.4% | 26.9 | 15.8% | 2.7% |
| Los Angeles | California | 6 | 42.2% | 15.5 | 7.3% | 2.9% |
Over the past 90 days, Elmhurst, Illinois, shows a high conversion rate (51.7%), a solid average engagement rate (40.7%), a high return visitor rate (59.3%) and a lead volume above 6, at 15 leads. Selmer, Tennessee, also shows a strong conversion rate (46.7%), and a good engagement rate of 46.2% with a lead volume of 7. We are watching Elmhurst, Illinois, and Selmer, Tennessee, as they demonstrate significant potential based on their high conversion rates and engagement metrics.
Paid Search
In June 2025, Google Ads generated 120 leads, an increase of 7 leads over the 113 leads generated in May 2025.
The top campaign for lead generation excluding the brand campaign was the "Pmax" campaign with 45 leads. Paid search generated 13 phone call clicks in June 2025.
Over the past 90 days, the "Gated Community" campaign has the highest engagement rate at 116.2%, and "Branded" has the highest average session duration at 50.2 seconds. The "Pmax" campaign shows the highest rate of returning visitors at 6.3%. We are observing these campaigns for their potential to improve lead quality based on these engagement metrics.
| Campaign | Total Leads | Avg. Session Duration | % Returning Visitors |
|---|---|---|---|
| Branded | 51 | 41.9 | 5.8% |
| Pmax | 45 | 36.2 | 6.3% |
| Remarketing | 16 | 17.2 | 3.9% |
| Franklin-Real-Estate | 3 | 18.5 | 3.6% |
| Franklin-New-Homes | 3 | 0.0 | 0.0% |
Paid Social
In June 2025, Paid Social generated 46 leads, an increase of 6 leads compared to May 2025, which generated 40 leads. The overall conversion rate (CVR) for Paid Social in June 2025 was 0.1, an increase from 0.0 in May 2025.
The top two Paid Social campaigns generating the most conversions in June 2025 were "Gated Community Homes Geo-Interest Targeting" with 20 leads and "Gated Community Real Estate Investing Geo-Interest Targeting" with 16 leads. The click-to-call campaigns generated 6 phone calls (2 from each campaign). The "Remarketing" campaign shows the highest percentage of returning visitors at 18.2%. We are observing the Remarketing campaign for its potential to improve lead quality based on the high returning visitor percentage.
| Ad Content | Leads | Conversion Rate | Engagement Rate |
|---|---|---|---|
| home ext | 20 | 0.0 | 48.8% |
| home sunset ext | 8 | 0.0 | 51.8% |
| video 1 | 2 | 0.0 | 53.6% |
Organic
In June 2025, Organic traffic generated 1 lead. There were a total of 3439 organic sessions. The average session duration was 120.9 seconds, an increase from 62.6 seconds in May 2025. There were a total of 8153 page views.
The average page views per session was 2.4, and the percentage of returning visits was 21.6%.
Display
The display source generated 11 leads in June 2025, an increase of 1 lead from the 10 leads generated in May 2025. There were a total of 5890 sessions generated from the display source.
For June 2025, the Zillow "zillow boost" campaign generated 8 leads with an average session duration of 29.8 seconds and 5.9% returning visits. The "luxury boost" campaign generated 2 leads with an average session duration of 27.9 seconds and 4.8% returning visits.
