.svg)
.png)
.png?width=610&height=344&name=Q2%202023%20Google%20Seller%20Real%20Estate%20Lead%20Cost%20Report%20(600%20%C3%97%20350%20px).png)
The cost of Google seller leads decreased in a number of markets in the 2nd quarter of 2023 (in CINC's portfolio of of real estate team and agent clients) with many regions seeing large lead cost swings as the real estate market continues to shift.
7 of the 8 markets that saw the largest seller lead cost declines were all west of the Mississippi River.
New York markets of Buffalo and Rochester continued their reign as the lowest seller lead cost markets, both coming in at #1 and #2 in the rankings for the second straight quarter.
Texas saw some of the largest seller lead cost declines in the quarter with Houston and Dallas seeing the two largest year-over-year declines for all large markets.
The Google Seller CPL (cost per lead) is still strong based on historical lead costs (see our recent Google Buyer Real Estate Lead Cost Report here) and should continue to be healthy for the rest of the year.
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 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 Q2 2023.
Of all markets, Denver, Colorado saw the largest improvements in seller lead costs with a 43% decline year-over-year.
7 of the 8 markets that saw the largest seller lead cost declines were all west of the Mississippi River.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Denver-Aurora-Lakewood, CO | $9.63 | -43% |
| 2 | Houston-The Woodlands-Sugar Land, TX | $11.20 | -24% |
| 3 | Dallas-Fort Worth-Arlington, TX | $9.77 | -21% |
| 4 | San Francisco-Oakland-Hayward, CA | $20.58 | -19% |
| 5 | Las Vegas-Henderson-Paradise, NV | $14.11 | -19% |
| 6 | Portland-Vancouver-Hillsboro, OR-WA | $11.65 | -17% |
| 7 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.51 | -17% |
| 8 | Phoenix-Mesa-Scottsdale, AZ | $16.29 | -16% |
| 9 | Charlotte-Concord-Gastonia, NC-SC | $11.98 | -14% |
| 10 | Indianapolis-Carmel-Anderson, IN | $9.80 | -14% |
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 2023.
Cleveland (Ohio) was highest ranking newest entrant of the Top 10 lowest seller cost per lead (CPL) markets on Google in Q2 2023, coming in at #3 with a $5.70 CPL.
Other new entrants into the Top 10 rankings for seller lead cost included Tulsa (Oklahoma), Coeur d'Alene (Idaho), Muscle Shoals (Alabama), and Homosassa Springs (Florida).
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.51 |
| 2 | Rochester, NY | $5.17 |
| 3 | Cleveland-Elyria, OH | $5.70 |
| 4 | Tulsa, OK | $5.92 |
| 5 | Fayetteville-Springdale-Rogers, AR-MO | $5.99 |
| 6 | Coeur d'Alene, ID | $6.31 |
| 7 | Florence-Muscle Shoals, AL | $6.41 |
| 8 | Winston-Salem, NC | $6.51 |
| 9 | Fort Wayne, IN | $6.60 |
| 10 | Homosassa Springs, FL | $6.79 |
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 2023.
Of the largest US markets, Texas markets of Houston and Dallas saw the largest year-over-year decrease. Both markets saw seller lead costs drop over 20% year-over-year.
San Francisco (California) and Phoenix (Arizona) also saw large declines of over 10% in the quarter.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Houston-The Woodlands-Sugar Land, TX | $11.20 | -24% |
| 2 | Dallas-Fort Worth-Arlington, TX | $9.77 | -21% |
| 3 | San Francisco-Oakland-Hayward, CA | $20.58 | -19% |
| 4 | Phoenix-Mesa-Scottsdale, AZ | $16.29 | -16% |
| 5 | Minneapolis-St. Paul-Bloomington, MN-WI | $15.77 | -9% |
| 6 | Los Angeles-Long Beach-Anaheim, CA | $16.20 | -8% |
| 7 | Detroit-Warren-Dearborn, MI | $7.97 | -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 Q2 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 | $17.05 | 36% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $16.20 | -8% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $9.06 | 31% |
| 4 | Dallas-Fort Worth-Arlington, TX | $9.77 | -21% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $11.20 | -24% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $12.71 | 67% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $13.60 | 6% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $17.18 | 29% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $13.27 | 2% |
| 10 | Boston-Cambridge-Newton, MA-NH | $16.62 | 26% |
| 11 | San Francisco-Oakland-Hayward, CA | $20.58 | -19% |
| 12 | Riverside-San Bernardino-Ontario, CA | $24.53 | 22% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $16.29 | -16% |
| 14 | Detroit-Warren-Dearborn, MI | $7.97 | -7% |
| 15 | Seattle-Tacoma-Bellevue, WA | $19.76 | 31% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $15.77 | -9% |
| 17 | San Diego-Carlsbad, CA | $37.78 | 63% |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $14.67 | 21% |
| 19 | St. Louis, MO-IL | $10.08 | 21% |
| 20 | Baltimore-Columbia-Towson, MD | $12.97 | 9% |
| 21 | Denver-Aurora-Lakewood, CO | $9.63 | -43% |
| 22 | Pittsburgh, PA | NA | NA |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $11.98 | -14% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $11.65 | -17% |
| 25 | San Antonio-New Braunfels, TX | $9.87 | NA |
| 26 | Orlando-Kissimmee-Sanford, FL | $14.19 | 10% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $27.93 | 62% |
| 28 | Cincinnati, OH-KY-IN | $12.15 | 74% |
| 29 | Cleveland-Elyria, OH | $5.70 | -10% |
| 30 | Kansas City, MO-KS | $9.20 | 6% |
| 31 | Las Vegas-Henderson-Paradise, NV | $14.11 | -19% |
| 32 | Columbus, OH | $13.57 | 35% |
| 33 | Indianapolis-Carmel-Anderson, IN | $9.80 | -14% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | $23.90 | 31% |
| 35 | Austin-Round Rock, TX | $19.12 | 16% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $12.21 | 7% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $17.30 | 9% |
| 38 | Providence-Warwick, RI-MA | $18.73 | 184% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $11.95 | 73% |
| 40 | Jacksonville, FL | $11.34 | 55% |
| 41 | Memphis, TN-MS-AR | $10.88 | 41% |
| 42 | Oklahoma City, OK | $10.48 | 26% |
| 43 | Louisville/Jefferson County, KY-IN | $11.28 | 58% |
| 44 | Richmond, VA | $9.12 | 15% |
| 45 | New Orleans-Metairie, LA | NA | NA |
| 46 | Hartford-West Hartford-East Hartford, CT | NA | NA |
| 47 | Raleigh, NC | $12.91 | 0% |
| 48 | Birmingham-Hoover, AL | NA | NA |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $4.51 | -17% |
| 50 | Salt Lake City, UT | $16.37 | -6% |
| 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.
.png?width=2240&height=800&name=Secret%20Submarket%20Finder%20Tool%20(1).png)
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 2023, Q4 2022, Q3 2022, Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.