Blair Realty Group

Holiday Week Performance Highlights

Positive Signals: Despite holiday seasonality, Paid Search engagement rate improved 26.32% with engagement time up 27.35% to nearly 2 minutes per session. Google Ads CTR improved 19.32% while cost decreased 9.02%. Referral traffic grew 17.65%.

Looking Ahead: With 517 sessions during a major holiday week, the foundation remains solid. December typically sees a rebound as the market normalizes post-holiday.

Channel	Sessions	WoW Change	Engaged Sessions	Engagement Rate	Avg Time
Organic Search TOP	203	Holiday seasonality	117	57.6%	56.4s
Direct	193	Holiday seasonality	81	42.0%	14.2s
Display	55	Holiday seasonality	5	9.1%	0.1s
Paid Search STRONG	38	↑ 26.32% eng. rate	22	57.9%	1m 54s
Referral	20	↑ 17.65%	7	35.0%	8.7s
Organic Social	4	Holiday seasonality	1	25.0%	1.8s
Cross-network NEW	1	NEW channel	1	100%	6m 31s

Paid Search Quality Improvements

Engagement rate improved 26.32% (57.9% vs 45.8%) and average engagement time increased 27.35% to nearly 2 minutes per session. This indicates higher quality traffic from paid campaigns, with users spending more meaningful time on the site.

Page	Views	Active Users	Avg Engagement Time
Homepage (/)	316	210	28.5s
/meet-our-agents	118	65	1m 6s
/join	78	48	55.5s
/Clay-Residential UP	26	15	7.2s
/meet-our-teams	25	21	47.3s
/about-brg	21	14	13.8s
/meet-our-leadership	19	17	27.8s
/contact	18	14	9.3s
/events	15	11	17.3s
/neighborhoods	14	10	19.4s
/mentorship HIGH ENGAGEMENT	12	6	1m 22s

High-Intent Pages Performing Well

The /mentorship page shows exceptional engagement at 1m 22s average time, indicating strong interest in agent development programs. The /meet-our-agents page maintains solid engagement at over 1 minute, showing continued agent recruitment interest.

Channel	Total Users	New Users	Returning Users	Avg Engagement Time
Direct	170	149	22	16.2s
Organic Search	139	98	47	1m 33s
Display	52	50	2	0.1s
Paid Search QUALITY	35	33	4	2m 7s
Referral	12	9	3	15.2s
Organic Social	4	4	0	1.8s

Improved Efficiency During Holiday Week

Google Ads delivered stronger efficiency metrics: CTR improved 19.32% (1.15% vs 0.96%), cost per click decreased 15.76% ($0.93 vs $1.10), and total spend reduced 9.02% ($49.95 vs $54.91) while maintaining visibility. The Agent Brand Awareness campaign achieved an exceptional 12.2% CTR.

Campaign	Clicks	Change	Impressions	CTR	Cost
Agent Brand Awareness \| Display TOP CTR	25	↑ 13.64%	205	12.2%	$24.92
Consumer Brand Awareness \| Display	29	↑ 3.57%	4,487	0.65%	$25.04
Total	54	↑ 8%	4,692	1.15%	$49.95

Wins This Week

Paid Search quality up significantly - 26.32% higher engagement rate, nearly 2 minutes avg time
Google Ads efficiency improved - CTR up 19.32%, CPC down 15.76%, total cost down 9.02%
Agent Brand Awareness CTR at 12.2% - Exceptional performance for display advertising
Referral traffic grew 17.65% - Word-of-mouth and partnerships driving traffic
Mentorship page engagement strong - 1m 22s avg time shows agent recruitment interest
Organic Search maintains quality - 57.6% engagement rate with 56.4s avg time
Cross-network channel emerged - New traffic source with 100% engagement

Opportunities for Growth

Leverage strong Paid Search quality: Consider increasing budget given improved engagement metrics
Build on mentorship interest: Create more content around agent development programs
Expand referral partnerships: Referral channel growing - identify and strengthen key partners
Prepare for December rebound: Holiday week dip is normal - expect traffic to recover

Recommendations

Maintain Paid Search investment: Quality metrics improving - continue current strategy
Double down on Agent Brand Awareness: 12.2% CTR is exceptional - consider expanding
Create more mentorship content: High engagement on mentorship page indicates demand
Monitor December performance: Compare to December 2024 for accurate benchmarking
Continue organic search optimization: Organic remains top traffic source with strong engagement

Total Clicks	54 vs 50	↑ 8%
Impressions	4,692 vs 5,184	Holiday seasonality
CTR	1.15% vs 0.96%	↑ 19.32%
Avg CPC	$0.93 vs $1.10	↓ 15.76%
Total Cost	$49.95 vs $54.91	↓ 9.02%

Thanksgiving Holiday Week Context