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The cost of Google seller leads decreased year-over-year in 68% of measured Top 100 markets in the 3rd 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, Provo (UT), Dallas (TX), and Indianapolis (IN), saw seller leads costs decrease by more than 40% year-over-year.
Buffalo (NY) and Rockford (IL) were the Top 2 lowest seller lead cost markets. All seeing seller lead costs below $6.
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 three markets that saw the largest seller lead cost declines all saw declines of over 40%.
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 last year (according to recent research from Wordstream).
As the real estate market continues to evolve after the recent election and with the continued rollout of new NAR rules, 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 Q3 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 Q3 2024.
Of the largest US markets, Dallas (TX) saw by far the largest seller lead cost decline in Q3 2024 with a decline of 41% year-over-year.
Dallas, Texas ranked #1 for biggest market declines.
The South was also well-represented overall among big markets with 5 markets (Dallas, Charlotte, Tampa, Atlanta, and Miami) all ranked in the Top 10 of big market declines.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Dallas-Fort Worth-Arlington, TX | $8.43 | -41% |
| 2 | New York-Newark-Jersey City, NY-NJ-PA | $9.29 | -37% |
| 3 | Charlotte-Concord-Gastonia, NC-SC | $7.21 | -34% |
| 4 | Portland-Vancouver-Hillsboro, OR-WA | $8.30 | -32% |
| 5 | Boston-Cambridge-Newton, MA-NH | $10.81 | -26% |
| 6 | Minneapolis-St. Paul-Bloomington, MN-WI | $13.32 | -22% |
| 7 | Tampa-St. Petersburg-Clearwater, FL | $11.14 | -22% |
| 8 | Atlanta-Sandy Springs-Roswell, GA | $9.98 | -21% |
| 9 | Riverside-San Bernardino-Ontario, CA | $12.75 | -20% |
| 10 | Miami-Fort Lauderdale-West Palm Beach, FL | $14.29 | -18% |
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 year-over-year in Q3 2024.
In addition to Dallas, Provo, Utah and Indianapolis, Indiana, were in the Top 3 of largest declines in seller lead costs with all seeing a year-over-year decline over 40%.
Provo (UT) ranked #1 for all market declines.
West region was well represented with 5 markets in Top 10 seeing the biggest declines (Provo, Tucson, Colorado Springs, Honolulu, and Portland).
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Provo-Orem, UT | $6.70 | -45% |
| 2 | Dallas-Fort Worth-Arlington, TX | $8.43 | -41% |
| 3 | Indianapolis-Carmel-Anderson, IN | $6.02 | -40% |
| 4 | Tucson, AZ | $16.39 | -38% |
| 5 | Colorado Springs, CO | $11.48 | -38% |
| 6 | New York-Newark-Jersey City, NY-NJ-PA | $9.29 | -37% |
| 7 | Urban Honolulu, HI | $9.09 | -36% |
| 8 | Louisville/Jefferson County, KY-IN | $5.85 | -35% |
| 9 | Charlotte-Concord-Gastonia, NC-SC | $7.21 | -34% |
| 10 | Portland-Vancouver-Hillsboro, OR-WA | $8.30 | -32% |
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 Q3 2024.
Buffalo (NY), took over the #1 spot for the lowest seller lead cost markets, with a very low $4.83 per lead.
Buffalo-Niagara Falls, Florida took over the #1 spot for overall low seller CPL.
Rockford (IL), Louisville (KY), and Cedar Rapids (IA) emerged as fresh additions to the Top 4 markets with the lowest seller lead costs, all boasting lead costs below $6.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.83 |
| 2 | Rockford, IL | $5.66 |
| 3 | Florence-Muscle Shoals, AL | $5.68 |
| 4 | Louisville/Jefferson County, KY-IN | $5.85 |
| 5 | Cedar Rapids, IA | $5.98 |
| 6 | Indianapolis-Carmel-Anderson, IN | $6.02 |
| 7 | Gillette, WY | $6.12 |
| 8 | Akron, OH | $6.22 |
| 9 | Lexington-Fayette, KY | $6.35 |
| 10 | Hot Springs, AR | $6.46 |
Real Estate Lead Cost for Sellers on Google for Top 100 Markets
The Google seller cost per lead for CINC real estate clients in Q3 2024 in the top 100 US markets based on population.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | New York-Newark-Jersey City, NY-NJ-PA | $9.29 | -37% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $22.57 | 18% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $8.73 | 9% |
| 4 | Dallas-Fort Worth-Arlington, TX | $8.43 | -41% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $12.54 | -12% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $11.94 | -15% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $17.61 | 61% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $14.29 | -18% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $9.98 | -21% |
| 10 | Boston-Cambridge-Newton, MA-NH | $10.81 | -26% |
| 11 | San Francisco-Oakland-Hayward, CA | $13.69 | -8% |
| 12 | Riverside-San Bernardino-Ontario, CA | $12.75 | -20% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $18.39 | 8% |
| 14 | Detroit-Warren-Dearborn, MI | $8.16 | 14% |
| 15 | Seattle-Tacoma-Bellevue, WA | $14.95 | 17% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $13.32 | -22% |
| 17 | San Diego-Carlsbad, CA | NA | NA |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $11.14 | -22% |
| 19 | St. Louis, MO-IL | NA | NA |
| 20 | Baltimore-Columbia-Towson, MD | $16.23 | 55% |
| 21 | Denver-Aurora-Lakewood, CO | NA | NA |
| 22 | Pittsburgh, PA | NA | NA |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $7.21 | -34% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $8.30 | -32% |
| 25 | San Antonio-New Braunfels, TX | $11.34 | #N/A |
| 26 | Orlando-Kissimmee-Sanford, FL | $11.08 | -16% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $23.43 | -16% |
| 28 | Cincinnati, OH-KY-IN | $11.48 | NA |
| 29 | Cleveland-Elyria, OH | NA | NA |
| 30 | Kansas City, MO-KS | $8.87 | -2% |
| 31 | Las Vegas-Henderson-Paradise, NV | $14.40 | 3% |
| 32 | Columbus, OH | $9.63 | -3% |
| 33 | Indianapolis-Carmel-Anderson, IN | $6.02 | -40% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | NA | NA |
| 35 | Austin-Round Rock, TX | $15.65 | 23% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $10.75 | 6% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $12.06 | -18% |
| 38 | Providence-Warwick, RI-MA | $15.43 | 1% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $9.95 | -2% |
| 40 | Jacksonville, FL | $12.12 | NA |
| 41 | Memphis, TN-MS-AR | NA | NA |
| 42 | Oklahoma City, OK | NA | NA |
| 43 | Louisville/Jefferson County, KY-IN | $5.85 | -35% |
| 44 | Richmond, VA | $17.00 | 15% |
| 45 | New Orleans-Metairie, LA | NA | NA |
| 46 | Hartford-West Hartford-East Hartford, CT | $7.25 | NA |
| 47 | Raleigh, NC | $9.90 | -26% |
| 48 | Birmingham-Hoover, AL | NA | NA |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.83 | 7% |
| 50 | Salt Lake City, UT | NA | NA |
| 51 | Rochester, NY | NA | NA |
| 52 | Grand Rapids-Wyoming, MI | $9.78 | -2% |
| 53 | Tucson, AZ | $16.39 | -38% |
| 54 | Urban Honolulu, HI | $9.09 | -36% |
| 55 | Tulsa, OK | NA | NA |
| 56 | Fresno, CA | $16.02 | #N/A |
| 57 | Bridgeport-Stamford-Norwalk, CT | $11.87 | -2% |
| 58 | Worcester, MA-CT | NA | NA |
| 59 | Albuquerque, NM | $7.94 | -30% |
| 60 | Omaha-Council Bluffs, NE-IA | NA | NA |
| 61 | Albany-Schenectady-Troy, NY | $9.23 | 0% |
| 62 | New Haven-Milford, CT | NA | NA |
| 63 | Bakersfield, CA | $8.29 | 3% |
| 64 | Knoxville, TN | $9.67 | 0% |
| 65 | Greenville-Anderson-Mauldin, SC | $7.39 | #N/A |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | NA | NA |
| 67 | El Paso, TX | NA | NA |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | NA | NA |
| 69 | Baton Rouge, LA | NA | NA |
| 70 | McAllen-Edinburg-Mission, TX | NA | NA |
| 71 | Dayton, OH | $7.38 | -8% |
| 72 | Columbia, SC | NA | NA |
| 73 | Greensboro-High Point, NC | $10.67 | NA |
| 74 | North Port-Sarasota-Bradenton, FL | $14.84 | -7% |
| 75 | Little Rock-North Little Rock-Conway, AR | NA | NA |
| 76 | Stockton-Lodi, CA | NA | NA |
| 77 | Akron, OH | $6.22 | #N/A |
| 78 | Charleston-North Charleston, SC | $23.07 | -11% |
| 79 | Colorado Springs, CO | $11.48 | -38% |
| 80 | Syracuse, NY | NA | NA |
| 81 | Winston-Salem, NC | $6.87 | -10% |
| 82 | Cape Coral-Fort Myers, FL | $13.07 | -8% |
| 83 | Boise City, ID | NA | NA |
| 84 | Wichita, KS | $11.02 | 22% |
| 85 | Springfield, MA | NA | NA |
| 86 | Madison, WI | NA | NA |
| 87 | Lakeland-Winter Haven, FL | $21.28 | NA |
| 88 | Ogden-Clearfield, UT | NA | NA |
| 89 | Toledo, OH | NA | NA |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $12.41 | -28% |
| 91 | Des Moines-West Des Moines, IA | NA | NA |
| 92 | Jackson, MS | NA | NA |
| 93 | Augusta-Richmond County, GA-SC | $7.38 | -24% |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | NA | NA |
| 95 | Youngstown-Warren-Boardman, OH-PA | NA | NA |
| 96 | Harrisburg-Carlisle, PA | $9.76 | NA |
| 97 | Provo-Orem, UT | $6.70 | -45% |
| 98 | Palm Bay-Melbourne-Titusville, FL | NA | NA |
| 99 | Chattanooga, TN-GA | $15.78 | 28% |
| 100 | Spokane-Spokane Valley, WA | NA | NA |
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 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.