Overview

In March 2026, overall lead generation saw significant growth, with a total of 97 leads, representing a 16.9% increase over February. This positive trend was mirrored in user engagement, with phone call clicks rising to 77, a 6.9% increase month-over-month. Analysis of lead sources indicates that performance was overwhelmingly driven by Google, which was responsible for 77 of the total leads, making it the top-performing channel and the primary driver of the month's growth.

Deeper analysis of user engagement identifies the 'email' medium as a significant opportunity, particularly with tablet users who recorded the highest average session duration at 423.86s and an average of 4.0 page views. Furthermore, desktop users arriving from 'email' and 'newhomefeed' sources also demonstrated strong interest, showing the highest returning visit percentages at 27.78% and 42.86% respectively. These metrics highlight highly engaged audience segments that are actively returning to the site, and we are watching these as key opportunities.

Overall website engagement for March was solid, with an average session duration of 76.1s across 30,275 total page views and a returning visitor rate of 10.3%. The most successful pages were those that provided specific, detailed information about the properties. Pages dedicated to the residences and video milestones achieved exceptional engagement rates, ranging from 79% to over 92%. This is substantially higher than more general pages like the homepage (12.7%) or the visit page (9.5%), confirming that prospective buyers are most engaged when exploring floor plans, specific unit details, and visual construction updates. This content is proving critical for moving prospects through the consideration phase.

Geography

Geographic analysis for March reveals that Florida was the top-performing state, generating a combined 10 leads from key cities like Miami and Bonita Springs. Illinois followed with 5 leads, primarily from Chicago. While Miami led in sheer volume with 6 leads, the most notable performance came from Asheville, North Carolina. Despite a lower lead volume of 3, Asheville achieved an extraordinary conversion rate of 42.9% and a 100% returning visitor rate, indicating a small but highly qualified and engaged audience. Bonita Springs also demonstrated strong local interest with the highest percentage of returning visits among top Florida cities at 25.5% and a robust average session duration of 74.2s.

Looking at performance over the last 90 days, long-term opportunities are emerging from specific markets. Asheville, NC, stands out as a primary market to watch, having generated 8 leads with a remarkable 29.6% conversion rate and an 80% returning visitor rate over the past three months. This sustained, high-level engagement points to a deeply interested prospect base. Chicago, IL, also represents a consistent opportunity, delivering the highest lead volume over 90 days (9 leads) with strong engagement metrics. Similarly, Naples, FL, is a market we are monitoring due to its high average session duration (60.7s) and engagement rate (43.4%), signaling a well-qualified audience despite a lower conversion rate.

Paid search

Paid search performance in March was exceptionally strong, generating 77 leads, a significant 51.0% increase compared to February. This growth was driven by a substantial improvement in efficiency, with the overall conversion rate rising to 1.57% from 0.57% the previous month. User intent also remained high, as evidenced by the 55 phone call clicks generated from ads, a 1.9% increase month-over-month.

Beyond the branded campaigns, which accounted for the majority of leads, non-branded efforts targeting specific local markets showed excellent efficiency. The "Fort Myers New Homes" campaign was particularly noteworthy, converting at an impressive 4.1% and delivering 2 leads. The "Naples New Homes" campaign also performed well, generating 2 leads with a solid 1.9% conversion rate. These results highlight the effectiveness of geographically-focused ad copy and targeting.

Analysis of 90-day engagement metrics reveals several opportunities to improve lead quality by focusing on campaigns that attract highly engaged users. The "Branded - Saltleaf" campaign, for instance, shows the highest user retention and interest with an average session duration of 63.0s and an 11.8% returning visitor rate. Similarly, the "Fort Myers New Homes" campaign pairs its high conversion rate with a strong 8.7% returning visitor rate, indicating that we are reaching a qualified and interested audience. These campaigns are attracting prospects who spend more time on the site and return for more information, signaling a higher quality of traffic that we can further optimize.

Paid social

Paid social campaigns generated 14 leads in March with an overall conversion rate of 4.02%. The channel also contributed 3 phone call clicks, demonstrating its effectiveness in driving immediate user action. The strategy focused on a mix of prospecting and retargeting, with geographically targeted campaigns driving the highest volume of leads.

The top-performing campaigns by lead volume were "outside markets geo-interest targeting," which produced 6 leads, followed by "local geo-interest targeting" with 4 leads. When analyzing conversion efficiency, the "website remarketing" campaign was the clear standout. Although it generated 3 leads from only 33 sessions, it achieved the highest conversion rate of any campaign at 9.0%. This highlights the value of re-engaging users who have already shown interest in the property by visiting the website.

We are observing several opportunities to improve lead quality based on user engagement metrics. The "website remarketing" campaign not only has the highest conversion rate but also the highest percentage of returning visits at 9.4%, indicating it reaches a highly qualified and interested audience. Additionally, the "outside markets geo-interest targeting" campaign registered the highest engagement rate at 10.4%, suggesting the creative and messaging are resonating well with this broader audience. These campaigns are successfully attracting users who are more likely to engage deeply and return for more information.

Organic

Organic traffic showed strong growth in March, with total sessions increasing by 19.6% month-over-month to 1,933. This increased traffic resulted in 4,449 total page views, a 14.2% rise compared to February. The channel maintained a healthy user base, with 10.9% of all visitors being returning users, indicating sustained interest and brand recall.

User engagement also saw a positive trend. The average session duration for organic visitors increased to 112.7s in March from 107.1s in February, demonstrating that users arriving from search engines are spending more time exploring the site's content. This suggests that our organic presence is attracting a more qualified and engaged audience.

Display

Display advertising generated 1 lead from 246 total sessions in March. The channel's performance was driven entirely by non-Google display efforts, specifically placements on third-party real estate platforms.

The top-performing display channel was Zillow. The "Zillow Boost" campaign was the sole contributor to leads for this channel, delivering the single conversion and a significant portion of the traffic from non-Google display sources.