Overview

October was a strong month for lead generation, delivering 96 leads, which represents a 28% increase over September. Phone call clicks also saw significant growth, increasing by 88.89% to a total of 17. The primary driver for this growth was our Facebook campaign, which was the top lead source across all channels, contributing 56 leads to the monthly total and fueling the month-over-month increases.

Analyzing user engagement by segment reveals key opportunities. Email on desktop devices demonstrated the highest user engagement, with an average session duration of 534.46 seconds and an average of 11.0 page views. Following this, email on mobile devices showed a strong returning visitor rate of 55.56%. Referral traffic from m.facebook.com on tablet devices also showed notable engagement. We are watching these high-performing segments, backed by these engagement results, as key opportunities for future campaigns.

Overall website engagement remained healthy in October with an average session duration of 119.1s and 25.8% of visits coming from returning users across 35,026 total page views. The 'Search Properties' page was the most successful, driving 14,085 views with an exceptionally high engagement rate of 84.5%. This indicates that users are actively and deeply engaged with the property listings. Other top-performing pages included the 'Visit' page with 5,458 views and the splash page, onlyatmountainair.com, which had 2,028 views and a strong 56.9% engagement rate. The 'Slickrock Village' amenities page also stood out with a 77.5% engagement rate, showing significant interest in specific community features.

Geography

In October, lead generation was concentrated in key southeastern and midwestern markets. Georgia and North Carolina were the top-performing states, each driving 5 leads. Charlotte, North Carolina, produced the highest lead volume from a single city with 5 leads. While larger metropolitan areas like Atlanta and Chicago generated consistent leads, smaller cities demonstrated remarkably high conversion rates. Specifically, Delaware, Ohio, and Sandersville, Georgia, stood out with conversion rates of 37.5% and 33.3% respectively, indicating highly motivated prospects in these regions despite lower overall traffic volumes.

Analyzing performance over the past 90 days reveals significant long-term opportunities in Atlanta, Georgia, and Charlotte, North Carolina. Atlanta has generated 6 leads and shows strong user interest with a 39.7% average engagement rate, a 69.2s average session duration, and a high 30.8% rate of returning visitors. Charlotte has been a consistent source of volume with 8 leads over the same period. Based on Atlanta's high engagement and returning visitor metrics and Charlotte's steady lead flow, we are watching these two cities as key strategic opportunities for future targeting.

Paid Search

Paid search performance showed strong growth in October, delivering 41 leads from Google Ads, a 46.43% increase compared to September. This channel also generated 6 phone call clicks, a significant increase from zero in the previous month. The overall average conversion rate for all paid search campaigns was 1.7%. The top-performing campaigns were "Asheville Real Estate," which produced 20 leads with an impressive 7.9% conversion rate, and "North Carolina Real Estate," which contributed 10 leads with a solid 5.0% conversion rate.

Beyond lead volume, several campaigns demonstrate opportunities to improve lead quality by attracting a highly engaged audience. Based on 90-day performance, the "Burnsville Real Estate" campaign stands out with a nearly perfect average engagement rate of 97.9%. Similarly, the "Asheville Geofence" campaign, while not yet converting, captured the most engaged traffic, evidenced by the longest average session duration at 56.3s and the highest rate of returning visitors at 55.0%. These campaigns are effectively reaching a dedicated audience, presenting an opportunity to optimize them for conversions.

Paid Social

Paid social campaigns continued to be a primary lead driver in October, generating 56 leads, which is a 9.8% increase over September. These campaigns drove a total of 1,002 clicks and 2 phone call clicks, achieving an overall conversion rate of 6.33%. The top-performing campaign was "member lookalike," which delivered 35 leads. Following this, the "custom homes geointerest targeting" campaign generated 9 leads, and the "community geointerest targeting" campaign produced 7 leads. The ad set within the "custom homes geointerest targeting" campaign was the most efficient, achieving the highest conversion rate of 7.0% from its 135 sessions.

In addition to lead volume, we are observing opportunities to improve lead quality from campaigns that attract highly engaged users. Specifically, the "custom homes geointerest targeting" campaign not only converted well but also showed the highest average engagement rate at 18.5% and a strong returning visitor rate of 11.6%. The "member lookalike - national membership local" campaign also attracted an engaged audience, evidenced by the longest average session duration of 14.8s. These metrics indicate that we are reaching a receptive and interested audience through these campaigns, which we can leverage for future optimizations.

Organic

Organic traffic demonstrated healthy growth in October, with total sessions increasing by 8.52% to 5,364. This increased traffic resulted in a total of 16,597 page views, an 11.38% rise from the previous month. The channel maintained a strong base of repeat visitors, with 25.8% of users returning to the site.

User engagement also saw a positive trend. The average session duration for organic visitors increased by 4.45% to 157.1s in October, up from 150.4s in September. This indicates that the content is resonating well with the audience, holding their attention for longer periods. The top three landing pages driving organic traffic were the homepage, the property search page, and the weather camera page.

Display

In October, Display advertising campaigns focused on top-of-funnel brand awareness through placements on the Basis and Hearst ad platforms. These campaigns are designed to introduce the Mountain_Air development to new, targeted audiences across the web.

The top-performing display channel was the "October 2025" campaign managed through the Basis platform, which drove traffic with an average session duration of 10.9s. The "Hearst Anyscreen Reach campaign-Display" also contributed to our brand visibility efforts. As is typical for awareness campaigns targeting new prospects, these channels did not generate returning visits this month.