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Continuing a recent trend, the cost of Google seller leads improved year over year (in CINC's portfolio of of real estate team and agent clients).
Most of the markets in the top 20 posted better year-over-year seller lead costs. This is opposed to the Google buyer leads market which had higher buyer real estate lead prices in Q3 2022 (see our recent report here).
Twelve of the top 20 markets saw year-over-year improvement in CPL.
Los Angeles, Chicago, Riverside, Phoenix, Detroit and San Diego all had at least 20% lower lead prices.
Tampa had the biggest improvement with 48% lower seller lead prices.
San Francisco and San Diego are currently the only two markets with greater than a $20 CPL for sellers. The least expensive Google seller lead cost markets are Philadelphia, Chicago, and St. Louis at less than $8 a lead.
Unlike with buyer leads, the seller leads search traffic this year has remained steady. Thus, we expect the current trend to continue and the price of seller leads to remain fairly stable.
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 2022. 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.
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 2022.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Fort Wayne, IN | $4.64 |
| 2 | Gettysburg, PA | $5.24 |
| 3 | Buffalo-Cheektowaga-Niagara Falls, NY | $5.91 |
| 4 | Rochester, NY | $6.33 |
| 5 | Albany-Schenectady-Troy, NY | $6.35 |
| 6 | Elmira, NY | $6.62 |
| 7 | Richmond, VA | $7.09 |
| 8 | Hartford-West Hartford-East Hartford, CT | $7.10 |
| 9 | Greenville, NC | $7.10 |
| 10 | Florence-Muscle Shoals, AL | $7.15 |
Biggest Markets with Lowest Real Estate Lead Costs 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 2022.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Chicago-Naperville-Elgin, IL-IN-WI | $7.33 | -34% |
| 2 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $7.41 | -20% |
| 3 | St. Louis, MO-IL | $7.88 | -18% |
| 4 | Detroit-Warren-Dearborn, MI | $8.51 | -21% |
| 5 | Baltimore-Columbia-Towson, MD | $12.51 | #N/A |
| 6 | Tampa-St. Petersburg-Clearwater, FL | $12.84 | -48% |
| 7 | Dallas-Fort Worth-Arlington, TX | $13.10 | 12% |
| 8 | Atlanta-Sandy Springs-Roswell, GA | $13.28 | -16% |
| 9 | Boston-Cambridge-Newton, MA-NH | $14.02 | 45% |
| 10 | Miami-Fort Lauderdale-West Palm Beach, FL | $14.40 | -17% |
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 2022.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Wichita, KS | $8.07 | -68% |
| 2 | North Port-Sarasota-Bradenton, FL | $14.23 | -61% |
| 3 | Orlando-Kissimmee-Sanford, FL | $10.97 | -54% |
| 4 | San Jose-Sunnyvale-Santa Clara, CA | $15.90 | -48% |
| 5 | Tampa-St. Petersburg-Clearwater, FL | $12.84 | -48% |
| 6 | Las Vegas-Henderson-Paradise, NV | $11.51 | -46% |
| 7 | Ogden-Clearfield, UT | $9.18 | -39% |
| 8 | Portland-Vancouver-Hillsboro, OR-WA | $11.81 | -37% |
| 9 | Chicago-Naperville-Elgin, IL-IN-WI | $7.33 | -34% |
| 10 | Phoenix-Mesa-Scottsdale, AZ | $16.68 | -33% |
Biggest Real Estate Lead Cost Increases for Sellers on Google for Top 100 Markets
US markets with the largest seller cost per lead (CPL) increases on Google year-over-year in Q3 2022.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Palm Bay-Melbourne-Titusville, FL | $27.35 | 176% |
| 2 | Omaha-Council Bluffs, NE-IA | $10.60 | 81% |
| 3 | Urban Honolulu, HI | $26.19 | 56% |
| 4 | Spokane-Spokane Valley, WA | $25.75 | 53% |
| 5 | Boston-Cambridge-Newton, MA-NH | $14.02 | 45% |
| 6 | San Francisco-Oakland-Hayward, CA | $24.80 | 45% |
| 7 | Columbus, OH | $13.25 | 42% |
| 8 | Virginia Beach-Norfolk-Newport News, VA-NC | $12.43 | 37% |
| 9 | San Antonio-New Braunfels, TX | $16.08 | 35% |
| 10 | Seattle-Tacoma-Bellevue, WA | $16.36 | 31% |
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 2022 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 | $14.72 | 30% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $15.31 | -21% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $7.33 | -34% |
| 4 | Dallas-Fort Worth-Arlington, TX | $13.10 | 12% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $15.50 | 23% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $7.41 | -20% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $15.19 | 4% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $14.40 | -17% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $13.28 | -16% |
| 10 | Boston-Cambridge-Newton, MA-NH | $14.02 | 45% |
| 11 | San Francisco-Oakland-Hayward, CA | $24.80 | 45% |
| 12 | Riverside-San Bernardino-Ontario, CA | $16.12 | -27% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $16.68 | -33% |
| 14 | Detroit-Warren-Dearborn, MI | $8.51 | -21% |
| 15 | Seattle-Tacoma-Bellevue, WA | $16.36 | 31% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $16.35 | -19% |
| 17 | San Diego-Carlsbad, CA | $23.15 | -22% |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $12.84 | -48% |
| 19 | St. Louis, MO-IL | $7.88 | -18% |
| 20 | Baltimore-Columbia-Towson, MD | $12.51 | #N/A |
| 21 | Denver-Aurora-Lakewood, CO | $16.74 | 17% |
| 22 | Pittsburgh, PA | $8.18 | #DIV/0! |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $11.29 | -2% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $11.81 | -37% |
| 25 | San Antonio-New Braunfels, TX | $16.08 | 35% |
| 26 | Orlando-Kissimmee-Sanford, FL | $10.97 | -54% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $13.06 | -21% |
| 28 | Cincinnati, OH-KY-IN | $8.21 | 7% |
| 29 | Cleveland-Elyria, OH | #DIV/0! | #DIV/0! |
| 30 | Kansas City, MO-KS | $9.21 | 12% |
| 31 | Las Vegas-Henderson-Paradise, NV | $11.51 | -46% |
| 32 | Columbus, OH | $13.25 | 42% |
| 33 | Indianapolis-Carmel-Anderson, IN | $9.13 | -7% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | $15.90 | -48% |
| 35 | Austin-Round Rock, TX | $20.28 | #N/A |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $10.70 | -16% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $12.43 | 37% |
| 38 | Providence-Warwick, RI-MA | $12.33 | 9% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $12.90 | 3% |
| 40 | Jacksonville, FL | $9.44 | -29% |
| 41 | Memphis, TN-MS-AR | $8.21 | 8% |
| 42 | Oklahoma City, OK | $9.83 | -14% |
| 43 | Louisville/Jefferson County, KY-IN | $7.56 | -18% |
| 44 | Richmond, VA | $7.09 | -12% |
| 45 | New Orleans-Metairie, LA | $8.51 | 11% |
| 46 | Hartford-West Hartford-East Hartford, CT | $7.10 | 30% |
| 47 | Raleigh, NC | $11.79 | -13% |
| 48 | Birmingham-Hoover, AL | $13.51 | #N/A |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $5.91 | #N/A |
| 50 | Salt Lake City, UT | $13.32 | 7% |
| 51 | Rochester, NY | $6.33 | -6% |
| 52 | Grand Rapids-Wyoming, MI | $12.11 | 16% |
| 53 | Tucson, AZ | $14.88 | -8% |
| 54 | Urban Honolulu, HI | $26.19 | 56% |
| 55 | Tulsa, OK | $8.10 | -12% |
| 56 | Fresno, CA | #DIV/0! | #DIV/0! |
| 57 | Bridgeport-Stamford-Norwalk, CT | #N/A | #N/A |
| 58 | Worcester, MA-CT | $11.13 | 10% |
| 59 | Albuquerque, NM | $15.58 | #N/A |
| 60 | Omaha-Council Bluffs, NE-IA | $10.60 | 81% |
| 61 | Albany-Schenectady-Troy, NY | $6.35 | #N/A |
| 62 | New Haven-Milford, CT | $9.18 | 17% |
| 63 | Bakersfield, CA | $12.42 | #N/A |
| 64 | Knoxville, TN | $12.37 | -3% |
| 65 | Greenville-Anderson-Mauldin, SC | $14.77 | 15% |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | $16.66 | -5% |
| 67 | El Paso, TX | #DIV/0! | #DIV/0! |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | $25.11 | #N/A |
| 69 | Baton Rouge, LA | #DIV/0! | #DIV/0! |
| 70 | McAllen-Edinburg-Mission, TX | #N/A | #N/A |
| 71 | Dayton, OH | $7.74 | #N/A |
| 72 | Columbia, SC | #DIV/0! | #DIV/0! |
| 73 | Greensboro-High Point, NC | $13.94 | -1% |
| 74 | North Port-Sarasota-Bradenton, FL | $14.23 | -61% |
| 75 | Little Rock-North Little Rock-Conway, AR | #N/A | #N/A |
| 76 | Stockton-Lodi, CA | $21.39 | 19% |
| 77 | Akron, OH | $9.71 | #N/A |
| 78 | Charleston-North Charleston, SC | $28.50 | #N/A |
| 79 | Colorado Springs, CO | $15.69 | #N/A |
| 80 | Syracuse, NY | #N/A | #N/A |
| 81 | Winston-Salem, NC | $9.03 | 6% |
| 82 | Cape Coral-Fort Myers, FL | $13.27 | #N/A |
| 83 | Boise City, ID | $17.10 | #N/A |
| 84 | Wichita, KS | $8.07 | -68% |
| 85 | Springfield, MA | #N/A | #N/A |
| 86 | Madison, WI | $12.60 | 3% |
| 87 | Lakeland-Winter Haven, FL | #DIV/0! | #DIV/0! |
| 88 | Ogden-Clearfield, UT | $9.18 | -39% |
| 89 | Toledo, OH | #DIV/0! | #DIV/0! |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $13.69 | #N/A |
| 91 | Des Moines-West Des Moines, IA | $8.76 | #N/A |
| 92 | Jackson, MS | #N/A | #N/A |
| 93 | Augusta-Richmond County, GA-SC | $15.25 | #N/A |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | #N/A | #N/A |
| 95 | Youngstown-Warren-Boardman, OH-PA | #N/A | #N/A |
| 96 | Harrisburg-Carlisle, PA | $10.38 | #N/A |
| 97 | Provo-Orem, UT | $12.44 | -1% |
| 98 | Palm Bay-Melbourne-Titusville, FL | $27.35 | 176% |
| 99 | Chattanooga, TN-GA | $9.42 | #N/A |
| 100 | Spokane-Spokane Valley, WA | $25.75 | 53% |
Additional Google Real Estate Lead Gen Resources from CINC:
With buyer cost per lead up on Google in Q3, 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 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.