The cost of Google seller leads decreased quarter-over-quarter in 56% of measured Top 100 markets in the 1st quarter of 2024 (in CINC's portfolio of ad spend for real estate team and agent clients).
The 3 markets that saw the largest seller lead cost declines, Greensboro (NC), Tucson (AZ), and Akron (OH), saw seller leads costs decrease by more than 35% quarter-over-quarter.
Florence (AL), Wichita (KS), and Oklahoma City (OK) were the new entrants to the Top 5 lowest seller lead cost markets. All seeing seller lead costs below $9.00.
Similar to our recently release of buyer lead cost data (see our recent Google Buyer Real Estate Lead Cost Report here), the largest markets that saw the largest seller lead cost declines were concentrated out in California, with San Francisco (ranked #1 for large markets) and Los Angeles (#2) seeing the biggest declines.
CINC's Google Seller cost per lead on google has been fairly steady over the last year. This has helped CINC clients outperform their peers as the real estate industry as a whole saw Google lead costs increase 46% year-over-year in 2023 (according to recent research from Wordstream).
As the real estate market evolves with the recent NAR settlement, trends in seller lead costs over the coming quarters is something our team is tracking very closely.
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 2024. 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.
The biggest US markets (based on population) where CINC real estate clients had the lowest seller cost per lead on Google in Q1 2024.
Of the largest US markets, the 2 largest seller lead cost declines were in California. San Francisco (CA) and Los Angeles (CA) each saw 20% declines quarter-over-quarter.
The Bel Air west gate at Sunset and Bellagio in Los Angeles, CA.
The Midwest was also well-represented with 3 markets (St. Louis, Dallas, and Chicago) all ranked in the Top 6.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | San Francisco-Oakland-Hayward, CA | $14.64 | -22% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $16.96 | -21% |
| 3 | St. Louis, MO-IL | $8.73 | -14% |
| 4 | Tampa-St. Petersburg-Clearwater, FL | $16.88 | -13% |
| 5 | Dallas-Fort Worth-Arlington, TX | $12.77 | -13% |
| 6 | Chicago-Naperville-Elgin, IL-IN-WI | $8.69 | -12% |
| 7 | New York-Newark-Jersey City, NY-NJ-PA | $14.67 | -10% |
| 8 | Atlanta-Sandy Springs-Roswell, GA | $16.18 | -6% |
| 9 | Seattle-Tacoma-Bellevue, WA | $15.32 | -4% |
| 10 | Miami-Fort Lauderdale-West Palm Beach, FL | $18.65 | -4% |
US markets with the largest seller cost per lead (CPL) declines on Google quarter-over-quarter in Q1 2024.
Of all markets, Greensboro (NC) saw the largest declines in seller lead costs with all seeing a quarter-over-quarter decline over 65%.
Aycock Historic District in Greensboro, North Carolina.
Tucson (AZ), Akron (OH), and Wichita (KS) also saw quarter-over-quarter seller lead cost declines of over 30% in Q1 2024.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | Greensboro-High Point, NC | $14.58 | -67% |
| 2 | Tucson, AZ | $17.76 | -44% |
| 3 | Akron, OH | $10.22 | -36% |
| 4 | Wichita, KS | $8.59 | -31% |
| 5 | Bridgeport-Stamford-Norwalk, CT | $13.27 | -24% |
| 6 | Oklahoma City, OK | $8.60 | -22% |
| 7 | San Francisco-Oakland-Hayward, CA | $14.64 | -22% |
| 8 | Cape Coral-Fort Myers, FL | $15.63 | -22% |
| 9 | Los Angeles-Long Beach-Anaheim, CA | $16.96 | -21% |
| 10 | Urban Honolulu, HI | $9.14 | -20% |
The top 10 markets where CINC real estate clients had the lowest seller cost per lead on Google in Q1 2024.
Fort Wayne (IN), remained in the #1 spot for the lowest seller lead cost markets, with a very low $5.91 per lead.
Downtown Florence Historic District in Florence, Alabama.
Florence (AL), Wichita (KS), and Oklahoma City (OK) emerged as fresh additions to the Top 5 markets with the lowest seller lead costs, all boasting lead costs below $9.00.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google |
| 1 | Fort Wayne, IN | $5.91 |
| 2 | Florence-Muscle Shoals, AL | $7.88 |
| 3 | Homosassa Springs, FL | $8.08 |
| 4 | Wichita, KS | $8.59 |
| 5 | Oklahoma City, OK | $8.60 |
| 6 | Chicago-Naperville-Elgin, IL-IN-WI | $8.69 |
| 7 | St. Louis, MO-IL | $8.73 |
| 8 | Louisville/Jefferson County, KY-IN | $8.83 |
| 9 | Palm Bay-Melbourne-Titusville, FL | $9.02 |
| 10 | Lexington-Fayette, KY | $9.12 |
The Google seller cost per lead for CINC real estate clients in Q1 2024 in the top 100 US markets based on population.
| Market Rank | Market | Seller Cost Per Lead (CPL) on Google | % Change Quarter-Over-Quarter |
| 1 | New York-Newark-Jersey City, NY-NJ-PA | $14.67 | -10% |
| 2 | Los Angeles-Long Beach-Anaheim, CA | $16.96 | -21% |
| 3 | Chicago-Naperville-Elgin, IL-IN-WI | $8.69 | -12% |
| 4 | Dallas-Fort Worth-Arlington, TX | $12.77 | -13% |
| 5 | Houston-The Woodlands-Sugar Land, TX | $17.55 | 8% |
| 6 | Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | $15.33 | -2% |
| 7 | Washington-Arlington-Alexandria, DC-VA-MD-WV | $21.19 | 6% |
| 8 | Miami-Fort Lauderdale-West Palm Beach, FL | $18.65 | -4% |
| 9 | Atlanta-Sandy Springs-Roswell, GA | $16.18 | -6% |
| 10 | Boston-Cambridge-Newton, MA-NH | $21.61 | 22% |
| 11 | San Francisco-Oakland-Hayward, CA | $14.64 | -22% |
| 12 | Riverside-San Bernardino-Ontario, CA | $19.52 | 8% |
| 13 | Phoenix-Mesa-Scottsdale, AZ | $26.11 | 8% |
| 14 | Detroit-Warren-Dearborn, MI | $10.49 | 21% |
| 15 | Seattle-Tacoma-Bellevue, WA | $15.32 | -4% |
| 16 | Minneapolis-St. Paul-Bloomington, MN-WI | $23.87 | 8% |
| 17 | San Diego-Carlsbad, CA | $26.68 | #VALUE! |
| 18 | Tampa-St. Petersburg-Clearwater, FL | $16.88 | -13% |
| 19 | St. Louis, MO-IL | $8.73 | -14% |
| 20 | Baltimore-Columbia-Towson, MD | $18.78 | 6% |
| 21 | Denver-Aurora-Lakewood, CO | NA | #VALUE! |
| 22 | Pittsburgh, PA | NA | #VALUE! |
| 23 | Charlotte-Concord-Gastonia, NC-SC | $14.86 | 1% |
| 24 | Portland-Vancouver-Hillsboro, OR-WA | $14.27 | -2% |
| 25 | San Antonio-New Braunfels, TX | $23.55 | #VALUE! |
| 26 | Orlando-Kissimmee-Sanford, FL | $13.16 | -3% |
| 27 | Sacramento--Roseville--Arden-Arcade, CA | $61.81 | 33% |
| 28 | Cincinnati, OH-KY-IN | NA | #VALUE! |
| 29 | Cleveland-Elyria, OH | $16.77 | #VALUE! |
| 30 | Kansas City, MO-KS | $13.13 | -13% |
| 31 | Las Vegas-Henderson-Paradise, NV | $16.10 | -9% |
| 32 | Columbus, OH | NA | #VALUE! |
| 33 | Indianapolis-Carmel-Anderson, IN | $15.71 | 36% |
| 34 | San Jose-Sunnyvale-Santa Clara, CA | $22.96 | #VALUE! |
| 35 | Austin-Round Rock, TX | $18.69 | 96% |
| 36 | Nashville-Davidson--Murfreesboro--Franklin, TN | $19.17 | 29% |
| 37 | Virginia Beach-Norfolk-Newport News, VA-NC | $20.41 | 23% |
| 38 | Providence-Warwick, RI-MA | $18.86 | 65% |
| 39 | Milwaukee-Waukesha-West Allis, WI | $15.17 | 0% |
| 40 | Jacksonville, FL | NA | #VALUE! |
| 41 | Memphis, TN-MS-AR | NA | #VALUE! |
| 42 | Oklahoma City, OK | $8.60 | -22% |
| 43 | Louisville/Jefferson County, KY-IN | $8.83 | -8% |
| 44 | Richmond, VA | $21.43 | 57% |
| 45 | New Orleans-Metairie, LA | NA | #VALUE! |
| 46 | Hartford-West Hartford-East Hartford, CT | $15.17 | 15% |
| 47 | Raleigh, NC | $15.63 | -1% |
| 48 | Birmingham-Hoover, AL | NA | #VALUE! |
| 49 | Buffalo-Cheektowaga-Niagara Falls, NY | NA | #VALUE! |
| 50 | Salt Lake City, UT | $14.80 | 4% |
| 51 | Rochester, NY | NA | #VALUE! |
| 52 | Grand Rapids-Wyoming, MI | $10.93 | 3% |
| 53 | Tucson, AZ | $17.76 | -44% |
| 54 | Urban Honolulu, HI | $9.14 | -20% |
| 55 | Tulsa, OK | NA | #VALUE! |
| 56 | Fresno, CA | $19.27 | #VALUE! |
| 57 | Bridgeport-Stamford-Norwalk, CT | $13.27 | -24% |
| 58 | Worcester, MA-CT | NA | #VALUE! |
| 59 | Albuquerque, NM | $13.53 | -19% |
| 60 | Omaha-Council Bluffs, NE-IA | NA | #VALUE! |
| 61 | Albany-Schenectady-Troy, NY | $12.82 | 6% |
| 62 | New Haven-Milford, CT | NA | #VALUE! |
| 63 | Bakersfield, CA | $11.58 | -19% |
| 64 | Knoxville, TN | $15.06 | 21% |
| 65 | Greenville-Anderson-Mauldin, SC | NA | #VALUE! |
| 66 | Oxnard-Thousand Oaks-Ventura, CA | NA | #VALUE! |
| 67 | El Paso, TX | $11.01 | -15% |
| 68 | Allentown-Bethlehem-Easton, PA-NJ | NA | #VALUE! |
| 69 | Baton Rouge, LA | NA | #VALUE! |
| 70 | McAllen-Edinburg-Mission, TX | NA | #VALUE! |
| 71 | Dayton, OH | $10.67 | -12% |
| 72 | Columbia, SC | NA | #VALUE! |
| 73 | Greensboro-High Point, NC | $14.58 | -67% |
| 74 | North Port-Sarasota-Bradenton, FL | $19.15 | -17% |
| 75 | Little Rock-North Little Rock-Conway, AR | NA | #VALUE! |
| 76 | Stockton-Lodi, CA | NA | #VALUE! |
| 77 | Akron, OH | $10.22 | -36% |
| 78 | Charleston-North Charleston, SC | $34.56 | -6% |
| 79 | Colorado Springs, CO | $17.58 | 3% |
| 80 | Syracuse, NY | NA | #VALUE! |
| 81 | Winston-Salem, NC | $12.35 | 18% |
| 82 | Cape Coral-Fort Myers, FL | $15.63 | -22% |
| 83 | Boise City, ID | NA | #VALUE! |
| 84 | Wichita, KS | $8.59 | -31% |
| 85 | Springfield, MA | NA | #VALUE! |
| 86 | Madison, WI | NA | #VALUE! |
| 87 | Lakeland-Winter Haven, FL | NA | #VALUE! |
| 88 | Ogden-Clearfield, UT | $15.37 | #VALUE! |
| 89 | Toledo, OH | NA | #VALUE! |
| 90 | Deltona-Daytona Beach-Ormond Beach, FL | $18.76 | 3% |
| 91 | Des Moines-West Des Moines, IA | NA | #VALUE! |
| 92 | Jackson, MS | NA | #VALUE! |
| 93 | Augusta-Richmond County, GA-SC | $13.07 | -8% |
| 94 | Scranton–Wilkes-Barre–Hazleton, PA | NA | #VALUE! |
| 95 | Youngstown-Warren-Boardman, OH-PA | NA | #VALUE! |
| 96 | Harrisburg-Carlisle, PA | NA | #VALUE! |
| 97 | Provo-Orem, UT | $14.84 | 41% |
| 98 | Palm Bay-Melbourne-Titusville, FL | $9.02 | -18% |
| 99 | Chattanooga, TN-GA | $17.15 | -4% |
| 100 | Spokane-Spokane Valley, WA | $27.41 | 17% |
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 2023, Q3 2023, Q2 2023, Q1 2023, Q4 2022, Q3 2022, Q2 2022, Q1 2022, Q4 2021, Q3 2021, Q2 2021, Q1 2021.