Blair Realty Group
Weekly Performance Report
Compared to November 3-9, 2025
Executive Summary
Key Highlights
- First Conversion Tracked! Agent Brand Awareness campaign delivered 1 conversion at $59.60 CPA
- Engagement Quality Surge: Average engagement time up 48.4% (31.9s to 47.4s)
- Direct Traffic Growth: +13.9% sessions with improved engagement
- Paid Search Excellence: Engagement time up 245.8% (22s to 76.5s)
- Paid Social Launch: +1000% growth (1 to 11 sessions)
- Geographic Expansion: Des Moines (6 users), Fort Worth (4), Moses Lake (4)
Watch Areas
- Organic Search Sessions: Down 13.2% (295 to 256) - though engagement rate remains strong at 65.2%
- Organic Social Decline: Down 56.5% (23 to 10 sessions)
- Referral Traffic: Down 22.2% (18 to 14 sessions)
- Dallas Market: Users down from 93 to 76 (-18.3%)
- Display Engagement: Rate dropped from 11.5% to 7.5%
Total Sessions
Engaged Sessions
Engagement Rate
Avg Engagement Time
Events per Session
New Users
Channel Performance Comparison
Traffic Sources Distribution
Channel Performance Details
| Channel | Sessions | Change | Engagement Rate | Avg Time | Time Change | Events/Session |
|---|---|---|---|---|---|---|
| Organic Search | 256 | -13.2% | 65.2% | 71.3s | +65.9% | 5.79 |
| Direct | 189 | +13.9% | 43.9% | 28.0s | -22.1% | 4.08 |
| Display | 80 | +2.6% | 7.5% | 4.0s | +903.3% | 2.99 |
| Paid Search | 58 | +1.8% | 48.3% | 76.5s | +245.8% | 5.10 |
| Referral | 14 | -22.2% | 50.0% | 77.2s | +407.3% | 5.36 |
| Paid Social | 11 | +1000% | 0% | 0s | - | 3.00 |
| Organic Social | 10 | -56.5% | 10.0% | 12.1s | +98.8% | 3.30 |
| Unassigned | 8 | +166.7% | 0% | 19.8s | -56.8% | 2.50 |
Engagement Rate by Channel
Average Engagement Time by Channel
Geographic Performance - Top Markets
| City | Active Users | Change | New Users | Engaged Sessions | Avg Engagement Time |
|---|---|---|---|---|---|
| Houston | 158 | -3.7% | 126 | 121 | 101.6s |
| Dallas | 76 | -18.3% | 65 | 43 | 41.3s |
| Conroe | 13 | +116.7% | 11 | 6 | 38.1s |
| Singapore | 7 | +40.0% | 1 | 4 | 8.9s |
| Lanzhou | 7 | +75.0% | 7 | 4 | 0.9s |
| Austin | 6 | +200.0% | 5 | 4 | 33.3s |
| Des Moines | 6 | New | 6 | 3 | 5.7s |
| Ashburn | 5 | +25.0% | 4 | 2 | 48.8s |
| San Jose | 5 | +400.0% | 4 | 3 | 13.4s |
| Fort Worth | 4 | New | 4 | 3 | 66.5s |
| Moses Lake | 4 | New | 4 | 4 | 11.3s |
| Sugar Land | 4 | +300.0% | 4 | 2 | 14.5s |
| Katy | 3 | +50.0% | 2 | 2 | 82.7s |
| Chicago | 2 | -33.3% | 2 | 2 | 781.5s |
Google Ads Performance
| Campaign | Clicks | Change | Impressions | CTR | Cost | Conv. | Cost/Conv. |
|---|---|---|---|---|---|---|---|
| Consumer Brand Awareness | Display | 32 | -17.9% | 7,178 | 0.45% | $27.78 | 0 | - |
| Agent Brand Awareness | Display | 28 | +21.7% | 376 | 7.45% | $31.82 | 1 | $31.82 |
| Total | 60 | -3.2% | 7,554 | 0.79% | $59.60 | 1 | $59.60 |
Key Insights & Recommendations
1. Quality Over Quantity - Engagement Wins
What's Working: While sessions are down 2.5%, average engagement time surged 48.4% from 31.9s to 47.4s. Users are spending more quality time on the site, indicating better content relevance.
Recommendation: Continue optimizing for engagement quality. Analyze which pages are driving the longer sessions and replicate that content strategy across other areas.
2. First Conversion Milestone Achieved
What's Working: The Agent Brand Awareness campaign delivered its first tracked conversion at $31.82 CPA. This validates the campaign's targeting strategy for agent recruitment.
Recommendation: Analyze the converting user's path to understand what messaging resonated. Consider increasing budget allocation to this campaign while maintaining the current targeting parameters.
3. Paid Search Engagement Breakthrough
What's Working: Paid Search average engagement time increased 245.8% (22s to 76.5s) with engagement rate up 19.6%. Users from paid search are highly engaged.
Recommendation: Review the landing pages and ad copy driving this engagement. Apply learnings to improve other channels' performance.
4. Direct Traffic Surge
What's Working: Direct traffic up 13.9% indicates growing brand awareness. Users are actively seeking out Blair Realty Group.
Recommendation: This often correlates with offline marketing efforts or word-of-mouth. Track what's driving this growth and amplify those activities.
5. Organic Search Requires Attention
Challenge: Organic Search sessions down 13.2% despite maintaining strong 65.2% engagement rate. This is the highest-quality traffic source.
Recommendation: Investigate potential ranking changes or algorithm updates. Review Search Console for any crawl issues or ranking drops. Consider fresh content targeting high-intent keywords.
6. Geographic Expansion Opportunities
What's Working: Conroe up 116.7%, Austin up 200%, new markets emerging (Des Moines, Fort Worth, Moses Lake). Chicago shows exceptional engagement (781.5s avg time).
Recommendation: Create location-specific content for emerging markets. The Chicago user behavior suggests high interest - investigate what content captured their attention for so long.
7. Paid Social Initial Traction
What's Working: Paid Social jumped from 1 to 11 sessions (+1000%), indicating successful campaign launch.
Challenge: Zero engagement rate suggests users aren't finding what they expect after clicking.
Recommendation: Review landing page alignment with ad creative and messaging. Ensure the user journey meets expectations set by the social ads.