Real Estate Lead Cost Report for Sellers on Google | Q2 2025 Update

Google Seller leads continued to deliver strong results in Q2, with an average Cost Per Lead (CPL) of $13.11—a 21% improvement compared to the same time last year. This marks another great quarter for seller lead performance, with CPLs remaining low by historical standards.

Among the large markets, Detroit led with the lowest CPL, followed by Chicago and Tampa. Across all cities, Bangor, ME came in with the lowest CPL overall, followed by Louisville, KY and Corsicana, TX.

While we expect CPLs to gradually rise through the rest of 2025, seller leads remain an effective way to connect with motivated homeowners.

The lowest cost per lead (CPL) is Bangor, ME at $5.30 closely followed by Louisville, KY at $5.52. 

The most affordable big city Google seller leads are Detroit, MI, Portland, OR, and Chicago, IL, which are all under $10 a lead. On the flip side, Los Angeles, CA, Minneapolis, MN, and New York- Newark-Jersey City, NY-NJ are among the highest CPL big cities. 

For the 26th-50th largest markets, Las Vegas, NV (-44% CPL change), Kansas City, MO-KS(-39% CPL change), and Nashville, TN (-35% CPL change) saw the most improvement, but most every market with available data saw improvement overall. 

For the 51st-75th largest markets, Tucson, AZ and North Port-Sarasota-Bradenton, FL each saw CPL improvements of -34% overall. Bridgeport, CT on the other hand saw a jump in seller lead cost to $22.97 

For the 76th-100th largest markets, Augusta-Richmond County, GA-SC  and Wichita, KS saw the largest improvements (-51% change). All markets with available data saw overall improvements to their cost per lead.  

CINC is the leader in online real estate lead generation with more than 50,000 clients. This behind-the-scenes lead cost data is what we were seeing for our portfolio of real estate team and agent clients during Q2 2025. The CINC client marketing team manages almost $30 million in search and social advertising spend annually for real estate teams and agents across the United States and Canada.  If you want to see how CINC can help you find more higher quality hyperlocal real estate leads on Google, request a demo here. 

Additional Google Real Estate Lead Gen Resources from CINC:

In a shifting real estate market, it is more important than ever to be more efficient paying for leads on Google.  Try our free local Google real estate targeting tool here to find hidden pockets of more cost effective hyper-local leads near you.

Watch our recent on-demand real estate lead gen webinar here where we discuss new trends for real estate teams and agents on Google Ads, including a deep dive on Google Local Service Ads (LSA's) for realtors.

Here are links to past historic Real Estate Seller Cost Per Lead Reports for Q1 2025, Q4 2024, Q3 2024, Q2 2024, Q1 2024, Q4 2023,  Q3 2023, Q2 2023, Q1 2023, Q4 2022, Q3 2022, Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.