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The cost of Google seller leads decreased quarter-over-quarter in 66% of measured Top 100 markets in the 2nd quarter of 2024 (in CINC's portfolio of ad spend for real estate team and agent clients).
The 3 markets that saw the largest seller lead cost declines, San Antonio (TX), Cleveland (OH), and Spokane (WA), saw seller leads costs decrease by more than 40% quarter-over-quarter.
Gulfport-Biloxi (MS) and Bakersfield (CA) were the new entrants to the Top 5 lowest seller lead cost markets. All seeing seller lead costs below $7.50.
Similar to a trend we saw in our recent release of buyer lead cost data (see our recent Google Buyer Real Estate Lead Cost Report here), the two markets that saw the largest seller lead cost declines were located in Texas and Ohio.
CINC's Google Seller cost per lead on google has been fairly steady over the last year. This has helped CINC clients outperform their peers as the real estate industry as a whole saw Google lead costs increase 46% year-over-year in 2023 (according to recent research from Wordstream).
As the real estate market continues to evolve with the rollout of new NAR rules in the second half of 2024, trends in seller lead costs over the coming quarters is something our team is tracking very closely.
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 2024. 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.
Biggest Markets with Biggest Real Estate Lead Cost Decreases for Sellers on Google
The biggest US markets (based on population) where CINC real estate clients had the lowest seller cost per lead on Google in Q2 2024.
Of the largest US markets, San Antonio (TX) saw by far the largest seller lead cost decline in Q2 2024 with a decline of 65% quarter-over-quarter.
San Antonio, Texas ranked #1 for biggest market declines.
The South was also well-represented overall among big markets with 5 markets (San Antonio, Charlotte, Atlanta, Tampa, & Dallas) all ranked in the Top 7 of big market declines.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | San Antonio-New Braunfels, TX | $8.35 | -65% |
| 2 | Boston-Cambridge-Newton, MA-NH | $14.06 | -35% |
| 3 | Charlotte-Concord-Gastonia, NC-SC | $9.67 | -35% |
| 4 | Detroit-Warren-Dearborn, MI | $7.69 | -27% |
| 5 | Atlanta-Sandy Springs-Roswell, GA | $12.88 | -20% |
| 6 | Tampa-St. Petersburg-Clearwater, FL | $13.45 | -20% |
| 7 | Dallas-Fort Worth-Arlington, TX | $10.34 | -19% |
| 8 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $12.48 | -19% |
| 9 | San Francisco-Oakland-Hayward, CA | $11.99 | -18% |
| 10 | Phoenix-Mesa-Scottsdale, AZ | $21.81 | -16% |
Biggest Real Estate Lead Cost Declines for Sellers on Google for Top 100 Markets
US markets with the largest seller cost per lead (CPL) declines on Google quarter-over-quarter in Q2 2024.
Of all markets besides San Antonio, Cleveland (OH) and Spokane (WA) saw the largest declines in seller lead costs with all seeing a quarter-over-quarter decline over 40%.
Spokane (WA) ranked #3 for all market declines.
West region was well represented with 4 markets in Top 8 seeing the biggest declines (Spokane, Bakersfield, Ogden, and Provo).
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | San Antonio-New Braunfels, TX | $8.35 | -65% |
| 2 | Cleveland-Elyria, OH | $8.60 | -49% |
| 3 | Spokane-Spokane Valley, WA | $15.45 | -44% |
| 4 | Ogden-Clearfield, UT | $9.49 | -38% |
| 5 | Bakersfield, CA | $7.29 | -37% |
| 6 | Boston-Cambridge-Newton, MA-NH | $14.06 | -35% |
| 7 | Charlotte-Concord-Gastonia, NC-SC | $9.67 | -35% |
| 8 | Provo-Orem, UT | $10.22 | -31% |
| 9 | Detroit-Warren-Dearborn, MI | $7.69 | -27% |
| 10 | Austin-Round Rock, TX | $13.98 | -25% |
Lowest Real Estate Lead Cost Markets for Sellers on Google
The top 10 markets where CINC real estate clients had the lowest seller cost per lead on Google in Q2 2024.
Homosassa Springs (FL), took over the #1 spot for the lowest seller lead cost markets, with a very low $6.62 per lead.
Homosassa Springs, Florida took over the #1 spot for overall low seller CPL.
Gulfport-Biloxi (MS), Bakersfield (CA), and Buffalo (NY) emerged as fresh additions to the Top 6 markets with the lowest seller lead costs, all boasting lead costs below $7.70.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Homosassa Springs, FL | $6.62 |
| 2 | Florence-Muscle Shoals, AL | $6.87 |
| 3 | Lexington-Fayette, KY | $7.02 |
| 4 | Gulfport-Biloxi-Pascagoula, MS | $7.17 |
| 5 | Bakersfield, CA | $7.29 |
| 6 | Buffalo-Cheektowaga-Niagara Falls, NY | $7.65 |
| 7 | Detroit-Warren-Dearborn, MI | $7.69 |
| 8 | Greenville-Anderson-Mauldin, SC | $7.73 |
| 9 | Urban Honolulu, HI | $7.84 |
| 10 | Louisville/Jefferson County, KY-IN | $8.00 |
Real Estate Lead Cost for Sellers on Google for Top 100 Markets
The Google seller cost per lead for CINC real estate clients in Q2 2024 in the top 100 US markets based on population.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | New York-Newark-Jersey City, NY-NJ-PA | $13.05 | -11% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $31.63 | 86% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $9.96 | 15% |
| 4 | Dallas-Fort Worth-Arlington, TX | $10.34 | -19% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $15.06 | -14% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $12.48 | -19% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $23.50 | 11% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $15.64 | -16% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $12.88 | -20% |
| 10 | Boston-Cambridge-Newton, MA-NH | $14.06 | -35% |
| 11 | San Francisco-Oakland-Hayward, CA | $11.99 | -18% |
| 12 | Riverside-San Bernardino-Ontario, CA | $17.38 | -11% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $21.81 | -16% |
| 14 | Detroit-Warren-Dearborn, MI | $7.69 | -27% |
| 15 | Seattle-Tacoma-Bellevue, WA | $14.57 | -5% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $20.08 | -16% |
| 17 | San Diego-Carlsbad, CA | NA | #VALUE! |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $13.45 | -20% |
| 19 | St. Louis, MO-IL | NA | #VALUE! |
| 20 | Baltimore-Columbia-Towson, MD | $16.53 | -12% |
| 21 | Denver-Aurora-Lakewood, CO | NA | #VALUE! |
| 22 | Pittsburgh, PA | NA | #VALUE! |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $9.67 | -35% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $12.14 | -15% |
| 25 | San Antonio-New Braunfels, TX | $8.35 | -65% |
| 26 | Orlando-Kissimmee-Sanford, FL | $10.84 | -18% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $51.55 | -17% |
| 28 | Cincinnati, OH-KY-IN | NA | #VALUE! |
| 29 | Cleveland-Elyria, OH | $8.60 | -49% |
| 30 | Kansas City, MO-KS | $12.68 | -3% |
| 31 | Las Vegas-Henderson-Paradise, NV | $21.93 | 36% |
| 32 | Columbus, OH | $15.74 | #VALUE! |
| 33 | Indianapolis-Carmel-Anderson, IN | $23.97 | 53% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | NA | #VALUE! |
| 35 | Austin-Round Rock, TX | $13.98 | -25% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $15.94 | -17% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $21.02 | 3% |
| 38 | Providence-Warwick, RI-MA | $23.87 | 27% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $15.28 | 1% |
| 40 | Jacksonville, FL | NA | #VALUE! |
| 41 | Memphis, TN-MS-AR | NA | #VALUE! |
| 42 | Oklahoma City, OK | $8.63 | 0% |
| 43 | Louisville/Jefferson County, KY-IN | $8.00 | -9% |
| 44 | Richmond, VA | $21.66 | 1% |
| 45 | New Orleans-Metairie, LA | NA | #VALUE! |
| 46 | Hartford-West Hartford-East Hartford, CT | $12.49 | -18% |
| 47 | Raleigh, NC | $13.22 | -15% |
| 48 | Birmingham-Hoover, AL | NA | #VALUE! |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $7.65 | #VALUE! |
| 50 | Salt Lake City, UT | $20.88 | 41% |
| 51 | Rochester, NY | NA | #VALUE! |
| 52 | Grand Rapids-Wyoming, MI | $13.06 | 19% |
| 53 | Tucson, AZ | $22.27 | 25% |
| 54 | Urban Honolulu, HI | $7.84 | -14% |
| 55 | Tulsa, OK | NA | #VALUE! |
| 56 | Fresno, CA | $30.34 | 57% |
| 57 | Bridgeport-Stamford-Norwalk, CT | $10.77 | -19% |
| 58 | Worcester, MA-CT | NA | #VALUE! |
| 59 | Albuquerque, NM | $14.05 | 4% |
| 60 | Omaha-Council Bluffs, NE-IA | NA | #VALUE! |
| 61 | Albany-Schenectady-Troy, NY | $13.79 | 8% |
| 62 | New Haven-Milford, CT | NA | #VALUE! |
| 63 | Bakersfield, CA | $7.29 | -37% |
| 64 | Knoxville, TN | $12.75 | -15% |
| 65 | Greenville-Anderson-Mauldin, SC | $7.73 | #VALUE! |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | NA | #VALUE! |
| 67 | El Paso, TX | NA | #VALUE! |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | NA | #VALUE! |
| 69 | Baton Rouge, LA | NA | #VALUE! |
| 70 | McAllen-Edinburg-Mission, TX | NA | #VALUE! |
| 71 | Dayton, OH | $8.73 | -18% |
| 72 | Columbia, SC | NA | #VALUE! |
| 73 | Greensboro-High Point, NC | NA | #VALUE! |
| 74 | North Port-Sarasota-Bradenton, FL | $21.00 | 10% |
| 75 | Little Rock-North Little Rock-Conway, AR | NA | #VALUE! |
| 76 | Stockton-Lodi, CA | NA | #VALUE! |
| 77 | Akron, OH | $8.75 | -14% |
| 78 | Charleston-North Charleston, SC | $30.33 | -12% |
| 79 | Colorado Springs, CO | $14.50 | -18% |
| 80 | Syracuse, NY | NA | #VALUE! |
| 81 | Winston-Salem, NC | $10.84 | -12% |
| 82 | Cape Coral-Fort Myers, FL | $15.97 | 2% |
| 83 | Boise City, ID | $24.41 | #VALUE! |
| 84 | Wichita, KS | $13.56 | 58% |
| 85 | Springfield, MA | NA | #VALUE! |
| 86 | Madison, WI | NA | #VALUE! |
| 87 | Lakeland-Winter Haven, FL | NA | #VALUE! |
| 88 | Ogden-Clearfield, UT | $9.49 | -38% |
| 89 | Toledo, OH | NA | #VALUE! |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $15.93 | -15% |
| 91 | Des Moines-West Des Moines, IA | NA | #VALUE! |
| 92 | Jackson, MS | NA | #VALUE! |
| 93 | Augusta-Richmond County, GA-SC | $14.92 | 14% |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | NA | #VALUE! |
| 95 | Youngstown-Warren-Boardman, OH-PA | NA | #VALUE! |
| 96 | Harrisburg-Carlisle, PA | NA | #VALUE! |
| 97 | Provo-Orem, UT | $10.22 | -31% |
| 98 | Palm Bay-Melbourne-Titusville, FL | $13.69 | 52% |
| 99 | Chattanooga, TN-GA | $18.40 | 7% |
| 100 | Spokane-Spokane Valley, WA | $15.45 | -44% |
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.
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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 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.