Overview

In December 2025, digital marketing efforts generated a total of 66 leads and 8 phone call clicks. The primary driver of lead generation was Facebook, which was responsible for 50 of the total 66 leads for the month. Analyzing user engagement provides insight into high-performing segments. The most engaged audience segment came from email campaigns on mobile devices, which recorded an average session duration of 156.85 seconds, 3.6 average page views, and a 100% returning visit rate from the real estate property search page. The second most engaged segment consisted of referral traffic from desktop users, primarily from Facebook, with an average session duration of 107.14 seconds and 3.38 average page views. These highly engaged segments represent opportunities that we are continuing to watch and optimize.

Overall website traffic in December saw 22,094 total page views, an average session duration of 108.6s, and 27.4% of visits from returning users. The website's success was driven by several key pages that demonstrated exceptionally high user interest. The real estate property search page was the top performer with 9,425 views and an impressive 83.4% engagement rate, indicating strong user intent to find available properties. The weather cameras page also proved to be highly engaging, capturing 1,555 views with a 77.0% engagement rate. The 'Visit' page was another significant contributor to traffic, attracting 2,190 views. These pages feature high-utility content and clear calls-to-action, which directly contributed to their strong performance and engagement rates, far surpassing the engagement on more general pages.

Geography

In December 2025, lead generation was geographically concentrated in several key states. Georgia led all states with 4 leads, originating entirely from Atlanta. Following Georgia, several states including North Carolina, Florida, Colorado, and Massachusetts each produced 2 leads. While lead volume was distributed, certain cities demonstrated exceptional conversion efficiency. Lone Tree, Colorado, and Fall River, Massachusetts, stood out with conversion rates of 50.0% and 40.0% respectively, each generating 2 leads from a small, highly qualified audience. Jacksonville, Florida, also showed strong audience loyalty with the highest rate of returning visitors at 53.0%, indicating sustained interest from that market.

Analyzing performance over the last 90 days reveals consistent, long-term opportunities in established markets. Atlanta, Georgia, and Charlotte, North Carolina, have emerged as key strategic locations, generating 11 and 8 leads respectively over this period. Atlanta has demonstrated strong, sustained engagement with a 90-day average session duration of 69.8s and a returning visitor rate of 24.7%. Similarly, Charlotte has shown consistent interest, making both cities high-priority markets that we are continuing to watch and target for future campaigns.

Paid search

Paid search campaigns generated 15 leads in December. The overall conversion rate for Google Ads campaigns was 2.13% for the month, showing a slight increase from the 2.09% conversion rate recorded in November. Performance was primarily driven by two key non-brand campaigns that achieved very high conversion rates.

The top-performing campaign was "North Carolina Real Estate," which delivered 9 leads and maintained a high conversion rate of 8.7%. Following this, the "Blue Ridge Mtns. Real Estate" campaign was also a strong contributor, securing 4 leads with a conversion rate of 8.5%. These campaigns effectively targeted high-intent audiences and were the main drivers of paid search success for the month.

While some campaigns did not generate high lead volume, their engagement metrics indicate opportunities to improve lead quality. The "Asheville Geofence" campaign, for instance, showed the highest user engagement signals over the last 90 days, with an average session duration of 70.2s and the highest percentage of returning visitors at 55.6%. This suggests the campaign is reaching a highly interested audience, and with further optimization to its calls-to-action or landing pages, it could become a source of high-quality leads.

Paid social

Paid social campaigns delivered a strong performance in December 2025, generating 50 leads, which represents an 11.1% increase from the 45 leads in November. This growth was accompanied by an improvement in efficiency, as the overall conversion rate rose to 9.3% from 7.7% the prior month. These campaigns also resulted in 2 phone call clicks, contributing directly to inbound inquiries.

The top-performing campaign was "member lookalike," which drove the majority of the volume with 29 leads. The "community geointerest targeting" campaign followed with 9 leads, and the "member lookalike - national membership local" campaign added another 6 leads. When analyzing performance metrics, the "member lookalike - national membership local" and "Custom Homes - Remarketing" campaigns stood out with the highest conversion rates, both achieving an impressive 9.0%. The former generated its 6 leads from just 70 sessions, while the latter produced 3 leads from 33 sessions, demonstrating highly effective targeting.

Beyond lead volume, several campaigns show promise for nurturing higher-quality engagement. We are observing opportunities within the "member lookalike - national membership local" campaign, which recorded the highest engagement rate at 22.9% and the longest average session duration at 14.5s. Additionally, the "custom homes geointerest targeting" campaign achieved the highest rate of returning visitors at 10.0%. These metrics indicate that the audiences in these campaigns are highly receptive, and we will continue to optimize them to improve lead quality.

Organic

In December 2025, organic search traffic accounted for 3,612 sessions and generated 10,525 page views. A healthy 30.0% of these visitors were returning users, indicating strong brand recall and continued interest from the organic audience.

User engagement from organic search was particularly strong this month. The average session duration was 131.1 seconds, with users viewing an average of 2.7 pages per session. This high level of engagement suggests that the content on the website is resonating well with the audience arriving from search engines. The top three landing pages that drove the most organic traffic were the real estate property search, the homepage, and the weather cameras page.

Display

Display advertising campaigns in December focused on driving brand awareness and reaching targeted audiences through various networks. The channel successfully generated site traffic, with user engagement varying by campaign. Overall, display advertising served as an important upper-funnel tactic to introduce potential buyers to the Mountain_Air development.

The top-performing campaign in terms of user engagement was the "December 2025" campaign managed through the Basis platform, which achieved an average session duration of 45.2 seconds. The Hearst Anyscreen Reach campaign also contributed engaged traffic with an average session duration of 42.4 seconds. These campaigns effectively captured user attention and encouraged exploration of the website.

The primary sources for display traffic during the month were the Basis and Hearst NP networks. Ad placements across these platforms were the main drivers of sessions for this channel.