Real Estate Lead Cost Report for Sellers on Google | Q1 2025 Update

Google seller leads had a great 1st quarter. The CPL was just above $12 - an improvement of 29% compared to the same quarter the year before.

No change when looking at markets. Detroit is the market with the lowest Google Seller lead prices, followed by Chicago and Atlanta. When looking at all markets, Grants Pass, OR, tops the list, followed by Bangor, ME.

Last quarter's CPL was very low, I expect the lead cost will inch up this quarter towards their historical average.

The lowest cost per lead (CPL) is Grant Pass, OR at $3.85 closely followed by Bangor, ME at $4.38. 

The most affordable big city Google seller leads are Detroit, MI, Portland, OR, and Chicago, IL and Louisville/Jefferson City, KY-IN which are all under $8 a lead. On the flip side, Los Angeles, CA, Minneapolis, MN, and Phoenix, AZ are among the highest CPL big cities. 

For the 26th-50th largest markets, Kansas City, MO (-49% CPL change) , Austin-Round Rock, TX (-57% CPL change), and Raleigh, NC (-47% CPL change) saw the most improvement, but every market with available data saw improvement overall. 

For the 51st-75th largest markets, there were overall improvements as well with Dayton, OH seeing the largest improvement (-48% CPL change).  Columbia, SC on the other hand, saw a jump in seller lead to $10.55.

For the 76th-100th largest markets, Augusta-Richmond County, GA-SC saw the largest improvement (-61% change). The only market with available data that saw an increase in cost per lead for Q1 was Toledo, OH. 

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 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 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.