.svg)
.png)
%20(1).png?width=770&height=434&name=Q4%202022%20Google%20Seller%20Real%20Estate%20Lead%20Cost%20Report%20(600%20%C3%97%20350%20px)%20(1).png)
Google seller leads continued their strong performance in the 4th quarter of 2022 (in CINC's portfolio of of real estate team and agent clients) with more than half of the top 20 markets posting better seller lead costs than in the same period in 2021.
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 Q4 2022 (see our recent report here).
Eleven of the top 20 markets saw year-over-year improvement in CPL (cost per lead).
Chicago and Riverside had the biggest improvements in CPL with each enjoying a 24% improvement.
Tampa had the biggest improvement with 48% lower seller lead prices.
Chicago and Detroit are the least expensive big markets, each with less than $10 a lead. San Francisco, San Diego, Seattle, and Phoenix are the most expensive big markets, with CPLs greater than a $20.
The Google Seller CPL has been fairly steady during the year, unlike the Google Buyer CPL (see our recent Google Buyer Real Estate Lead Cost Report here) which has increased significantly. Assuming no major shifts in the housing markets, we expect the Google Seller leads market will remain healthy throughout 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 Q4 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.
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 Q4 2022.
Rochester (New York), Charleston (South Carolina), and Las Vegas (Nevada) all saw over 30% declines in seller lead costs year-over-year.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Rochester, NY | $6.32 | -34% |
| 2 | Charleston-North Charleston, SC | $33.32 | -31% |
| 3 | Las Vegas-Henderson-Paradise, NV | $14.52 | -30% |
| 4 | Riverside-San Bernardino-Ontario, CA | $18.42 | -25% |
| 5 | Chicago-Naperville-Elgin, IL-IN-WI | $8.21 | -24% |
| 6 | Grand Rapids-Wyoming, MI | $17.99 | -22% |
| 7 | Detroit-Warren-Dearborn, MI | $9.22 | -19% |
| 8 | San Francisco-Oakland-Hayward, CA | $22.45 | -18% |
| 9 | Orlando-Kissimmee-Sanford, FL | $13.22 | -16% |
| 10 | Portland-Vancouver-Hillsboro, OR-WA | $15.21 | -14% |
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 Q4 2022.
Greenville (South Carolina), San Antonio (Texas), and August (GA) all saw over 100% increases in seller lead costs year-over-year.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Greenville-Anderson-Mauldin, SC | $66.53 | 509% |
| 2 | San Antonio-New Braunfels, TX | $30.48 | 228% |
| 3 | Augusta-Richmond County, GA-SC | $18.24 | 110% |
| 4 | Allentown-Bethlehem-Easton, PA-NJ | $37.56 | 90% |
| 5 | New Orleans-Metairie, LA | $14.83 | 81% |
| 6 | Boise City, ID | $23.26 | 77% |
| 7 | Palm Bay-Melbourne-Titusville, FL | $38.88 | 65% |
| 8 | New York-Newark-Jersey City, NY-NJ-PA | $17.80 | 62% |
| 9 | Albuquerque, NM | $16.19 | 62% |
| 10 | Sacramento--Roseville--Arden-Arcade, CA | $28.18 | 61% |
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 Q4 2022.
Four of the five markets with lowest seller lead cost on Google were located in the Northeast.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Fort Wayne, IN | $6.12 |
| 2 | Rochester, NY | $6.32 |
| 3 | Albany-Schenectady-Troy, NY | $6.99 |
| 4 | Gettysburg, PA | $7.07 |
| 5 | Hartford-West Hartford-East Hartford, CT | $7.47 |
| 6 | Greenville, NC | $7.64 |
| 7 | Chicago-Naperville-Elgin, IL-IN-WI | $8.21 |
| 8 | Springfield, MO | $8.31 |
| 9 | Florence-Muscle Shoals, AL | $8.51 |
| 10 | New Haven-Milford, CT | $8.88 |
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 Q4 2022.
3 of the six largest markets with over 10% decreases in seller lead costs were located out West in either California (Riverside and San Francisco) or Arizona (Phoenix).
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Year-Over-Year |
| 1 | Riverside-San Bernardino-Ontario, CA | $18.42 | -25% |
| 2 | Chicago-Naperville-Elgin, IL-IN-WI | $8.21 | -24% |
| 3 | Detroit-Warren-Dearborn, MI | $9.22 | -19% |
| 4 | San Francisco-Oakland-Hayward, CA | $22.45 | -18% |
| 5 | Atlanta-Sandy Springs-Roswell, GA | $17.15 | -12% |
| 6 | Phoenix-Mesa-Scottsdale, AZ | $20.86 | -11% |
| 7 | Boston-Cambridge-Newton, MA-NH | $12.21 | -9% |
| 8 | Minneapolis-St. Paul-Bloomington, MN-WI | $17.98 | -5% |
| 9 | Seattle-Tacoma-Bellevue, WA | $20.79 | -4% |
| 10 | Baltimore-Columbia-Towson, MD | $14.38 | -4% |
Real Estate Lead Cost for Sellers on Google for Top 100 Markets
The Google seller cost per lead for CINC real estate clients in Q4 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 | $17.80 | 62% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $19.56 | -1% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $8.21 | -24% |
| 4 | Dallas-Fort Worth-Arlington, TX | $17.16 | 19% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $17.10 | 29% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $10.91 | 22% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $15.93 | 7% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $18.64 | 0% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $17.15 | -12% |
| 10 | Boston-Cambridge-Newton, MA-NH | $12.21 | -9% |
| 11 | San Francisco-Oakland-Hayward, CA | $22.45 | -18% |
| 12 | Riverside-San Bernardino-Ontario, CA | $18.42 | -25% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $20.86 | -11% |
| 14 | Detroit-Warren-Dearborn, MI | $9.22 | -19% |
| 15 | Seattle-Tacoma-Bellevue, WA | $20.79 | -4% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $17.98 | -5% |
| 17 | San Diego-Carlsbad, CA | $30.39 | 7% |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $16.40 | 22% |
| 19 | St. Louis, MO-IL | $10.02 | 20% |
| 20 | Baltimore-Columbia-Towson, MD | $14.38 | -4% |
| 21 | Denver-Aurora-Lakewood, CO | $15.82 | -10% |
| 22 | Pittsburgh, PA | $10.04 | NA |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $13.64 | 3% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $15.21 | -14% |
| 25 | San Antonio-New Braunfels, TX | $30.48 | 228% |
| 26 | Orlando-Kissimmee-Sanford, FL | $13.22 | -16% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $28.18 | 61% |
| 28 | Cincinnati, OH-KY-IN | $9.30 | 20% |
| 29 | Cleveland-Elyria, OH | $14.87 | 44% |
| 30 | Kansas City, MO-KS | $13.76 | 56% |
| 31 | Las Vegas-Henderson-Paradise, NV | $14.52 | -30% |
| 32 | Columbus, OH | $16.13 | 59% |
| 33 | Indianapolis-Carmel-Anderson, IN | $10.99 | -2% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | $19.62 | -2% |
| 35 | Austin-Round Rock, TX | $16.94 | 16% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $14.13 | 4% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $15.35 | 8% |
| 38 | Providence-Warwick, RI-MA | $13.29 | 37% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $15.75 | 12% |
| 40 | Jacksonville, FL | $11.76 | 7% |
| 41 | Memphis, TN-MS-AR | $12.03 | 40% |
| 42 | Oklahoma City, OK | $13.34 | 9% |
| 43 | Louisville/Jefferson County, KY-IN | $9.11 | 1% |
| 44 | Richmond, VA | NA | NA |
| 45 | New Orleans-Metairie, LA | $14.83 | 81% |
| 46 | Hartford-West Hartford-East Hartford, CT | $7.47 | 24% |
| 47 | Raleigh, NC | $15.10 | 14% |
| 48 | Birmingham-Hoover, AL | $13.49 | 57% |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | $9.79 | 15% |
| 50 | Salt Lake City, UT | $21.07 | 33% |
| 51 | Rochester, NY | $6.32 | -34% |
| 52 | Grand Rapids-Wyoming, MI | $17.99 | -22% |
| 53 | Tucson, AZ | $26.13 | 53% |
| 54 | Urban Honolulu, HI | $20.49 | 29% |
| 55 | Tulsa, OK | $9.96 | 5% |
| 56 | Fresno, CA | NA | NA |
| 57 | Bridgeport-Stamford-Norwalk, CT | NA | NA |
| 58 | Worcester, MA-CT | $20.41 | 37% |
| 59 | Albuquerque, NM | $16.19 | 62% |
| 60 | Omaha-Council Bluffs, NE-IA | $9.47 | 4% |
| 61 | Albany-Schenectady-Troy, NY | $6.99 | 30% |
| 62 | New Haven-Milford, CT | $8.88 | 9% |
| 63 | Bakersfield, CA | $12.98 | 15% |
| 64 | Knoxville, TN | $18.48 | 60% |
| 65 | Greenville-Anderson-Mauldin, SC | $66.53 | 509% |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | $19.49 | 6% |
| 67 | El Paso, TX | NA | NA |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | $37.56 | 90% |
| 69 | Baton Rouge, LA | $21.85 | NA |
| 70 | McAllen-Edinburg-Mission, TX | NA | NA |
| 71 | Dayton, OH | $9.19 | 0% |
| 72 | Columbia, SC | NA | NA |
| 73 | Greensboro-High Point, NC | $16.79 | NA |
| 74 | North Port-Sarasota-Bradenton, FL | $18.41 | -14% |
| 75 | Little Rock-North Little Rock-Conway, AR | NA | NA |
| 76 | Stockton-Lodi, CA | $23.90 | 33% |
| 77 | Akron, OH | $10.16 | 19% |
| 78 | Charleston-North Charleston, SC | $33.32 | -31% |
| 79 | Colorado Springs, CO | $17.96 | -8% |
| 80 | Syracuse, NY | NA | NA |
| 81 | Winston-Salem, NC | $9.01 | 18% |
| 82 | Cape Coral-Fort Myers, FL | $15.84 | 29% |
| 83 | Boise City, ID | $23.26 | 77% |
| 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 | $20.51 | 53% |
| 89 | Toledo, OH | NA | NA |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $19.57 | 6% |
| 91 | Des Moines-West Des Moines, IA | $9.41 | NA |
| 92 | Jackson, MS | NA | NA |
| 93 | Augusta-Richmond County, GA-SC | $18.24 | 110% |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | NA | NA |
| 95 | Youngstown-Warren-Boardman, OH-PA | NA | NA |
| 96 | Harrisburg-Carlisle, PA | $17.75 | 55% |
| 97 | Provo-Orem, UT | $21.39 | NA |
| 98 | Palm Bay-Melbourne-Titusville, FL | $38.88 | 65% |
| 99 | Chattanooga, TN-GA | $13.79 | 3% |
| 100 | Spokane-Spokane Valley, WA | $22.14 | 14% |
Additional Google Real Estate Lead Gen Resources from CINC:
With buyer cost per lead up on Google in Q4, 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 Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.