Real Estate Lead Cost Report for Sellers on Google | Q3 2025 Update

The latest CINC Seller Lead Market Report is here, and while costs ticked up slightly in Q3, the overall picture remains strong for agents looking to capture motivated sellers. Google Seller CPL averaged $15.25, up 17% year-over-year—a change driven largely by CINC’s commitment to improving lead quality, not just market fluctuations. That means better leads, better conversations, and better ROI for your business.

Key Highlights:

• Detroit, Dallas, and Chicago led the big markets with the lowest CPLs, making them prime spots for cost-effective seller acquisition.
• Among all markets, Stockton, CA posted the lowest CPL at just $6.75, followed closely by Winston-Salem, NC and Fayetteville, AR.
• Some major metros like Los Angeles and Baltimore saw CPLs drop compared to last year, while New York and Phoenix experienced notable increases—underscoring the importance of local strategy.

Even with the slight increase, CPLs remain historically low, signaling strong value for agents investing in Google Seller leads. 

The lowest cost per lead (CPL) is Stockton, CA ($6.75) closely followed by Winston-Salem, NC at $6.85. 

The most affordable big city Google seller leads are Detroit, MI, and Charlotte, NA, which are both under $10 a lead. On the flip side, Phoenix, AZ, Riverside, Ontario, Canada, and New York- Newark-Jersey City, NY-NJ are among the highest CPL big cities. 

For the 26th-50th largest markets, Providence, RI (-14% CPL change), Las Vegas, NV (-11% CPL change), and Raleigh, NC (-7% CPL change) saw the most improvement, while others with available data saw sharp increases. 

For the 51st-75th largest markets, Tucson, AZ saw a CPL improvement of -13% overall. Urban Honolulu, HI on the other hand saw a jump in seller lead cost to 61%. 

For the 76th-100th largest markets, Lakeland, FL and Wichita, KS saw the largest improvements. All other markets with available data either help steady, or saw increases.

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 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 Q2 2025, Q1 2025, 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.