CINC 1Q 2021 Real Estate Leads Market Report - Seller Leads

Welcome to the first CINC Seller CPL Market Report - covering results from the 1st quarter of 2021. CINC has released data on the Google buyer lead market for many quarters, but this is the first time we have reported on the CPL in Sellers.

Seller leads are hot. So far in 2021 CINC has experienced unprecedented interest from clients looking to add seller leads to their advertising mix. This unusually strong interest in seller leads has driven up the CPL for seller leads slightly during the first quarter. Unlike in buyer leads which are at a record low lead price level of only $3.90, the portfolio Seller CPL increased from $9.56 to $12.18 year over year. Even at these slightly higher levels, seller leads are the best advertising choice to get new listings in a time when home inventory is low.

CINC is the leader in online real estate lead generation with more than 3,000 clients. The CINC client marketing team manages almost $30 million in search and social advertising spend annually.

[Interested in buyer leads? Check out our 1st Quarter Buyer Leads Market Report.]

Included in this report are the CINC Google Seller lead prices by market. Unlike buyer leads where the difference between an expensive and an inexpensive market are only a couple of dollars, with seller leads there is a wide differential between the expensive and inexpensive markets.

Some markets like Baltimore, New York, and Detroit have seller lead prices that are almost as low as the buyer lead prices. While others like Los Angeles and Dallas have seller lead prices that are much higher than the buyer lead price.

With available inventory on the market forecasted to remain low, I expect seller leads to remain in high demand in the 2nd quarter. This should cause the lead prices to remain at their slightly elevated levels throughout the spring.