Overview

In December 2025, digital marketing efforts generated a total of 83 leads and 3 phone call clicks. Lead generation was strong across both the splash page and the main site. The top lead source across all channels was Google, which was the primary driver of this month's activity, contributing 55 total leads. When analyzing user engagement for opportunities, the referral medium on desktop devices showed the most promise, specifically from the didevco.com domain. This segment delivered the highest average engagement time at 115.11 seconds, an average of 2.65 page views, and a 3.85% returning visitor rate, indicating a highly qualified and interested audience from this specific source.

Overall website engagement in December was strong, with an average session duration of 51.6 seconds across 5,652 total page views, and a 7.5% returning visitor rate. The most successful pages were those providing critical information about available properties and the community vision. The `/homes/` page was the clear standout, attracting the most traffic with 586 views and achieving the highest engagement rate at an exceptional 83.1%. Other top-performing pages included `/location/` and `/our-story/`, with high engagement rates of 78.3% and 76.3% respectively. The high engagement on these key pages demonstrates that users are deeply interested in the core product offerings and the community's narrative.

Geography

Geographically, lead generation in December was strongest in the northeastern United States, with New York contributing 9 leads and New Jersey following with a combined 5 leads from key cities. While New York City drove the highest volume of leads, cities in New Jersey, specifically Bernards and Rahway, demonstrated remarkable efficiency with conversion rates of 150.0% and 66.7%, respectively. This indicates a highly motivated and qualified audience from these specific locales. Mount Pleasant, South Carolina, also stands out, not for its lead volume, but for its high rate of returning visitors at 12.4% and the longest average session duration at 46.8 seconds, suggesting strong local interest and sustained engagement. Based on performance over the last 90 days, New York City remains a key long-term opportunity to watch. With 9 leads, a consistent conversion rate of 7.9%, and a returning visitor rate of 4.4%, it represents a stable and high-volume market for lead generation.

Paid search

Paid search performance through Google Ads was highly effective in December, generating 55 leads, a 3.8% increase compared to the 53 leads from November. The overall conversion rate for paid search campaigns saw a significant improvement, rising to 2.79% from 0.0% in the previous month. The top-performing campaigns by lead volume were PMax and Remarketing - Display. The PMax campaign was the primary driver of leads, delivering 35 leads with a strong conversion rate of 3.71%. The Remarketing - Display campaign also performed efficiently, securing 5 leads with an even higher conversion rate of 3.94%.

Beyond direct lead volume, several campaigns show promise for attracting a high-quality, engaged audience, presenting opportunities for future optimization. Based on 90-day performance data, the Charleston Real Estate and Charleston Communities campaigns are attracting users who spend more time on the site, with average session durations of 23.6 seconds and 21.9 seconds, respectively. The Charleston Communities campaign also has a high returning visitor rate of 2.4%, indicating sustained interest. Focusing on optimizing the user journey and calls-to-action within these campaigns could convert their high engagement into a greater number of quality leads.

Paid social

Paid social campaigns generated 28 leads in December with an overall conversion rate of 7.18%. These campaigns drove a total of 494 clicks to the website and resulted in zero direct phone call clicks. The primary driver of lead volume was the "geo-interest targeting" campaign, which produced 23 leads. The "remarketing" campaign also contributed effectively, generating 5 leads. When analyzing performance, the remarketing campaign proved to be the most efficient, achieving the highest conversion rate at 8.0% from its 65 sessions. The geo-interest targeting campaign converted at 5.0% from its 429 sessions.

As an opportunity we are observing to improve lead quality, the "geo-interest targeting" campaign stands out. Despite a lower conversion rate, it demonstrated a strong ability to capture audience attention, evidenced by a high engagement rate of 15.2% and a significant 8.4% returning visitor rate. This indicates that while the audience is highly engaged and returning for more information, there is an opportunity to optimize the landing page or call-to-action to better convert this interest into leads.

Organic

Organic traffic in December generated 1 lead from a total of 618 sessions. These sessions resulted in 1,560 total page views, with 6.6% of these visitors being returning users, which indicates a base of audience loyalty. User engagement from organic search was exceptionally strong this month. The average session duration was a high 78.2 seconds, demonstrating that visitors arriving from search engines are highly interested in the content and spend a significant amount of time exploring the site. The top three landing pages driving organic traffic were the homepage, the available homes page, and the location page.

Display

In December 2025, there was no significant paid display advertising activity from sources other than Google. Therefore, a performance analysis for non-Google display campaigns is not applicable for this reporting period.