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Google seller leads continued to improve in the 1st quarter of 2023 (in CINC's portfolio of of real estate team and agent clients) with almost all of the top 20 markets showing lower seller lead costs compared to the same quarter of 2022.
Fourteen of the top 20 markets posted better year-over-year seller lead costs.
Of the largest markets, 4 of the 5 markets with the largest improvements in seller cost per lead (CPL) were located in California. These four large California markets all saw improvements of 12% or more year-over-year.
Of all markets, Worcester (Massachusetts), Omaha (Nebraska), and Akron (Ohio) saw the largest improvements in seller lead costs. All three markets saw improvements of 50% or more year-over-year.
Two markets in New York (Buffalo and Rochester) saw the lowest overall seller lead costs for all markets. Both saw seller lead costs below $5 per lead.
The Google Seller CPL (cost per lead) has improved steadily over the last year (see our recent Google Buyer Real Estate Lead Cost Report here) and we expect that better performance to continue into the second quarter.
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 Q1 2023. 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 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 Q1 2023.
Of all markets, Worcester (Massachusetts) saw the largest improvements in seller lead costs with a 62% decline year-over-year.
Las Vegas (Nevada), Austin (Texas), and Charleston (South Carolina) were notable fast growing markets during post-pandemic period that started to see considerable improvement in seller lead costs year-over-year in Q1 2023. All saw 30% or more lead cost improvements.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Worcester, MA-CT | $19.75 | -62% |
| 2 | Omaha-Council Bluffs, NE-IA | $8.49 | -52% |
| 3 | Akron, OH | $10.36 | -50% |
| 4 | Spokane-Spokane Valley, WA | $9.87 | -41% |
| 5 | Las Vegas-Henderson-Paradise, NV | $11.87 | -34% |
| 6 | Austin-Round Rock, TX | $9.75 | -33% |
| 7 | Tulsa, OK | $6.83 | -32% |
| 8 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.63 | -31% |
| 9 | Charleston-North Charleston, SC | $24.70 | -30% |
| 10 | Cleveland-Elyria, OH | $8.53 | -27% |
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 Q1 2023.
Buffalo (New York) saw the lowest seller cost per lead (CPL) on Google in Q1 2023, with a $4.63 CPL.
3 of the 7 markets with the lowest over seller CPL's were all located in New York (Buffalo, Rochester, and Albany).
Large Midwest metros Chicago, Detroit, and Cincinnati were also noteworthy in having seller lead costs ranked in the Top 10 lowest for all markets.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.63 |
| 2 | Rochester, NY | $4.84 |
| 3 | Hartford-West Hartford-East Hartford, CT | $5.22 |
| 4 | Winston-Salem, NC | $6.77 |
| 5 | Dayton, OH | $6.79 |
| 6 | Tulsa, OK | $6.83 |
| 7 | Albany-Schenectady-Troy, NY | $7.14 |
| 8 | Detroit-Warren-Dearborn, MI | $7.18 |
| 9 | Chicago-Naperville-Elgin, IL-IN-WI | $7.37 |
| 10 | Cincinnati, OH-KY-IN | $7.56 |
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 Q1 2023.
Of the largest US markets, San Diego saw the largest year-over-year decrease of 20% in seller lead costs.
4 of the 5 markets with the largest improvements in seller cost per lead (CPL) were all located in California. They all saw improvements of 12% or more year-over-year.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | San Diego-Carlsbad, CA | $24.58 | -20% |
| 2 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $12.74 | -18% |
| 3 | San Francisco-Oakland-Hayward, CA | $18.83 | -18% |
| 4 | Riverside-San Bernardino-Ontario, CA | $18.52 | -13% |
| 5 | Los Angeles-Long Beach-Anaheim, CA | $17.51 | -12% |
| 6 | Chicago-Naperville-Elgin, IL-IN-WI | $7.37 | -12% |
| 7 | Houston-The Woodlands-Sugar Land, TX | $12.08 | -12% |
| 8 | Detroit-Warren-Dearborn, MI | $7.18 | -9% |
| 9 | Dallas-Fort Worth-Arlington, TX | $11.99 | -7% |
| 10 | Atlanta-Sandy Springs-Roswell, GA | $14.02 | -7% |
Real Estate Lead Cost for Sellers on Google for Top 100 Markets
The Google seller cost per lead for CINC real estate clients in Q1 2023 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 | $14.62 | 21% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $17.51 | -12% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $7.37 | -12% |
| 4 | Dallas-Fort Worth-Arlington, TX | $11.99 | -7% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $12.08 | -12% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $9.96 | 18% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $12.74 | -18% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $16.63 | 17% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $14.02 | -7% |
| 10 | Boston-Cambridge-Newton, MA-NH | $16.12 | 45% |
| 11 | San Francisco-Oakland-Hayward, CA | $18.83 | -18% |
| 12 | Riverside-San Bernardino-Ontario, CA | $18.52 | -13% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $18.25 | -7% |
| 14 | Detroit-Warren-Dearborn, MI | $7.18 | -9% |
| 15 | Seattle-Tacoma-Bellevue, WA | $18.02 | 9% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $15.33 | -5% |
| 17 | San Diego-Carlsbad, CA | $24.58 | -20% |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $15.50 | 22% |
| 19 | St. Louis, MO-IL | $8.40 | -3% |
| 20 | Baltimore-Columbia-Towson, MD | $11.79 | 15% |
| 21 | Denver-Aurora-Lakewood, CO | $13.58 | -15% |
| 22 | Pittsburgh, PA | NA | NA |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $9.96 | -21% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $13.19 | -21% |
| 25 | San Antonio-New Braunfels, TX | $16.99 | 24% |
| 26 | Orlando-Kissimmee-Sanford, FL | $13.49 | -9% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $30.85 | 45% |
| 28 | Cincinnati, OH-KY-IN | $7.56 | -8% |
| 29 | Cleveland-Elyria, OH | $8.53 | -27% |
| 30 | Kansas City, MO-KS | $8.73 | -6% |
| 31 | Las Vegas-Henderson-Paradise, NV | $11.87 | -34% |
| 32 | Columbus, OH | $14.17 | 47% |
| 33 | Indianapolis-Carmel-Anderson, IN | $10.32 | -18% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | $19.59 | 6% |
| 35 | Austin-Round Rock, TX | $9.75 | -33% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $12.97 | 14% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $15.05 | 6% |
| 38 | Providence-Warwick, RI-MA | $7.88 | 3% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $13.27 | 53% |
| 40 | Jacksonville, FL | $9.83 | 27% |
| 41 | Memphis, TN-MS-AR | $11.79 | 50% |
| 42 | Oklahoma City, OK | $10.27 | 20% |
| 43 | Louisville/Jefferson County, KY-IN | $9.25 | 33% |
| 44 | Richmond, VA | NA | NA |
| 45 | New Orleans-Metairie, LA | NA | NA |
| 46 | Hartford-West Hartford-East Hartford, CT | $5.22 | 2% |
| 47 | Raleigh, NC | $11.55 | -1% |
| 48 | Birmingham-Hoover, AL | $11.67 | 84% |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.63 | -31% |
| 50 | Salt Lake City, UT | $18.18 | 43% |
| 51 | Rochester, NY | $4.84 | -16% |
| 52 | Grand Rapids-Wyoming, MI | $9.84 | 6% |
| 53 | Tucson, AZ | $30.41 | 66% |
| 54 | Urban Honolulu, HI | $25.00 | 0% |
| 55 | Tulsa, OK | $6.83 | -32% |
| 56 | Fresno, CA | NA | NA |
| 57 | Bridgeport-Stamford-Norwalk, CT | NA | NA |
| 58 | Worcester, MA-CT | $19.75 | -62% |
| 59 | Albuquerque, NM | $12.40 | 25% |
| 60 | Omaha-Council Bluffs, NE-IA | $8.49 | -52% |
| 61 | Albany-Schenectady-Troy, NY | $7.14 | 16% |
| 62 | New Haven-Milford, CT | $9.47 | -8% |
| 63 | Bakersfield, CA | $11.53 | 6% |
| 64 | Knoxville, TN | $9.50 | -2% |
| 65 | Greenville-Anderson-Mauldin, SC | $10.24 | 14% |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | NA | NA |
| 67 | El Paso, TX | $15.69 | 71% |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | $23.36 | 94% |
| 69 | Baton Rouge, LA | $12.87 | NA |
| 70 | McAllen-Edinburg-Mission, TX | NA | NA |
| 71 | Dayton, OH | $6.79 | 7% |
| 72 | Columbia, SC | NA | NA |
| 73 | Greensboro-High Point, NC | $11.28 | NA |
| 74 | North Port-Sarasota-Bradenton, FL | $17.83 | 1% |
| 75 | Little Rock-North Little Rock-Conway, AR | NA | NA |
| 76 | Stockton-Lodi, CA | $18.37 | 116% |
| 77 | Akron, OH | $10.36 | -50% |
| 78 | Charleston-North Charleston, SC | $24.70 | -30% |
| 79 | Colorado Springs, CO | $17.96 | -2% |
| 80 | Syracuse, NY | $10.72 | NA |
| 81 | Winston-Salem, NC | $6.77 | 4% |
| 82 | Cape Coral-Fort Myers, FL | $13.23 | 20% |
| 83 | Boise City, ID | NA | NA |
| 84 | Wichita, KS | NA | NA |
| 85 | Springfield, MA | NA | NA |
| 86 | Madison, WI | NA | NA |
| 87 | Lakeland-Winter Haven, FL | NA | NA |
| 88 | Ogden-Clearfield, UT | $9.89 | 25% |
| 89 | Toledo, OH | NA | NA |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $18.50 | 24% |
| 91 | Des Moines-West Des Moines, IA | $21.49 | 93% |
| 92 | Jackson, MS | NA | NA |
| 93 | Augusta-Richmond County, GA-SC | $15.65 | 64% |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | NA | NA |
| 95 | Youngstown-Warren-Boardman, OH-PA | NA | NA |
| 96 | Harrisburg-Carlisle, PA | $10.36 | 17% |
| 97 | Provo-Orem, UT | $17.39 | 4% |
| 98 | Palm Bay-Melbourne-Titusville, FL | $24.59 | 176% |
| 99 | Chattanooga, TN-GA | $10.92 | 2% |
| 100 | Spokane-Spokane Valley, WA | $9.87 | -41% |
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 Q4 2022, Q3 2022, Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.