Real Estate Lead Cost Report for Sellers on Google | Q4 2024 Update

Google seller leads continued their strong performance in the fourth quarter, improving more than 21% compared to the year before to just over $14 a lead.

Detroit remains the market with the lowest Google Seller lead prices, trailed by Chicago and Atlanta. A lot of movement when broadening the analysis to all cities, with Lousiville, KY, topping the list, followed by Grants Pass, OR, Florence, AL, and Hot Springs, AR.

Like with Google Buyer leads, the cost per lead generally improves from the fourth quarter to the first quarter so I expect lower seller lead prices next quarter.

Some of the biggest wins for Google seller lead price improvement were Kansas City, MO, Portland, OR, and Tampa, FL.

The lowest cost per lead (CPL) is Louisville/Jefferson County, KY-IN at $5.58 closely followed by Grant Pass, OR at $5.79. 

The most affordable big city Google seller leads are Chicago, IL, Atlanta, GA, and Detroit, MI, which are all under $10 a lead. On the flip side, Los Angeles, CA, Minneapolis, MN, and Philadelphia, PA are among the highest CPL big cities. 

For the 26th-50th largest markets, Kansas City, MO (-58.9% CPL change) , Louisville, KY (-42.0% CPL change), and Raleigh, NC (-45.2% CPL change) saw the most improvement, but every market with available date saw improvement overall. 

For the 51st-75th largest markets, there were overall improvements as well with Dayton, OH seeing the largest improvement (-45.6% CPL change).  

For the 76th-100th largest markets, another Ohio city saw the largest improvement. Akron boasted a -52.4% CPL change. The only market with available data that saw an increase in cost per lead for Q4 was Chattanooga, TN.

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. 

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 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.