Overview

In December, overall lead generation saw significant growth, with a total of 58 leads, representing a 23% increase over the 47 leads generated in November. This was supplemented by 30 phone call clicks from our digital campaigns. The primary driver of this month's success was Google, which accounted for an impressive 48 of the 58 total leads and was the main force behind the month-over-month increase.

Analysis of user engagement by source reveals key opportunities. The 'newhomefeed' medium on desktop devices delivered the most engaged users, with an exceptionally high average session duration of 344s and an average of 6.67 pages viewed per session. Email campaigns also proved effective at retaining interest, particularly on desktop, showing a strong session duration of 250s and the highest percentage of returning visits at 11.46%. Additionally, banner ads on mobile from Gannett captured user attention effectively, averaging a 256s session duration. These highly engaged audience segments are opportunities we are continuing to watch closely.

Overall website engagement in December remained steady with an average session duration of 44s, a total of 31,397 page views, and 4.7% returning visits. Analysis of individual pages reveals where user interest is highest. The '/visit' page was the most viewed with 4,666 views and a solid 27.5% engagement rate, indicating a strong interest in scheduling a tour. However, pages dedicated to specific property details showed the highest engagement. The '/residences' page achieved a 77.3% engagement rate, while '/residences/residence-1' had the highest engagement rate on the site at an exceptional 80.4%. This data confirms that prospective buyers are most engaged when exploring specific floor plans and features, which is a strong indicator of lead quality.

Geography

In December, lead generation was concentrated in several key out-of-state markets. South Carolina and Wyoming emerged as the top-performing states, each delivering 3 leads. Following closely were California, Illinois, and Pennsylvania, each contributing 2 leads. Certain cities demonstrated exceptionally high user intent. Washington, Pennsylvania, stood out with a perfect 100% conversion rate, successfully converting its website visitors into leads. Similarly, El Dorado Hills, California, showed strong performance with a high conversion rate of 66.7%. Anderson, South Carolina also proved to be a valuable market, combining a high lead volume with a strong average session duration of 167s and a solid 37.5% conversion rate.

Based on the data from the past three months, no individual cities met the threshold of accumulating 6 or more leads to be identified as a long-term trend. However, based on this month's performance, the high conversion rates seen from Washington, Pennsylvania, and El Dorado Hills, California, indicate strong pockets of interest. These areas represent high-intent audiences and are emerging opportunities that we will monitor closely for sustained growth and potential for targeted campaign efforts in the upcoming quarter.

Paid search

Paid search performance surged in December, generating 48 leads from Google Ads, a significant 78% increase from the 27 leads in November. These campaigns also drove 20 phone call clicks. The overall conversion rate for paid search saw a substantial improvement, rising to 1.08% from 0.0% in the previous month, indicating a highly effective optimization of our campaign strategy. The top-performing non-branded campaign was 'Naples Real Estate', which delivered 13 leads with a 1.32% conversion rate. Additionally, the 'Naples New Homes' campaign performed exceptionally well, securing 6 leads with a very strong conversion rate of 2.24%.

Beyond direct conversions, several campaigns demonstrated success in attracting highly engaged users, presenting opportunities to further improve lead quality. Based on 90-day performance data, the 'Golf Community' campaign stands out with the highest average engagement rate at 37.8%, suggesting this audience is particularly captivated by the lifestyle messaging. The 'Fort Myers Real Estate' campaign also shows promise, maintaining a strong average session duration of 41s and a 30.4% engagement rate. These campaigns are attracting qualified traffic that, with further optimization, could be nurtured into a greater number of high-quality leads.

Paid social

Paid social campaigns generated 8 leads in December from 610 total clicks, achieving an overall conversion rate of 1.28%. These campaigns also contributed 1 phone call click. The top-performing campaign was "outside markets geo-interest targeting," which successfully produced 6 of the 8 total leads. The "local geo-interest targeting" campaign followed, contributing the remaining 2 leads. When analyzing the performance, the campaign targeting outside markets was the most efficient, delivering 6 leads from 264 sessions for a strong 2.0% conversion rate, which was the highest for our social campaigns this month.

In addition to driving conversions, we are observing opportunities to improve lead quality from campaigns that attract highly engaged audiences. The "outside markets geo-interest targeting" campaign not only drove the most leads but also showed the strongest qualitative signals, with a 9.1% engagement rate and a 4.9% returning visitor rate. This indicates the audience is highly relevant and receptive to our messaging, presenting an opportunity for further nurturing and conversion optimization.

Organic

Organic search traffic generated 1 lead in December from a total of 740 sessions. These sessions resulted in 1,772 total page views, with 4.1% of users being returning visitors, indicating a solid base of brand recognition and interest from organic channels.

User engagement from organic search was exceptionally strong this month, demonstrated by an average session duration of 115.4s. This high level of engagement indicates that users arriving from search engines are finding the website content highly relevant to their search queries and are spending significant time exploring the property details and offerings.

Display

In December, our display advertising efforts, excluding Google's network, successfully drove engaged traffic to the website. Campaigns run through specialized real estate and targeted advertising platforms were the primary drivers of this performance, indicating our strategy is reaching relevant, in-market audiences. User engagement was a key positive outcome, with several campaigns achieving strong average session durations.

The top-performing display channel in terms of user engagement was Localiq. The 'addressable_geofencing' campaign delivered the highest average session duration among non-Google display sources at 49.2s. Additionally, our partnership with Zillow proved effective at capturing user interest; the 'zillow boost' and 'luxury boost' campaigns also generated quality traffic, with average session durations of 48.5s and 35.9s, respectively. These results show that placements on high-intent real estate platforms are effectively capturing audience attention.

Based on the traffic and engagement data, the top platforms for our display ad placements in December were Zillow and Localiq. These channels were most effective at delivering users who spent a considerable amount of time on the site, demonstrating the value of their targeted ad inventory.