CINC 2Q 2020 Real Estate Leads Market Report

The coronavirus crisis caused real estate lead prices to improve significantly during the 2nd Quarter of 2020. This report focuses on Google Buyer advertising which is the majority of CINC’s advertising spend.

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

CINC’s US portfolio of advertising clients experienced a 47% year over year improvement in lead price, with a cost per lead of $3.35. This is the lowest quarterly CPL in CINC's 10-year history.

CINC had a lower cost per lead in every top 100 market in 2020 compared to 2019. Every top 50 market had a CPL lower than $5 per lead, and each market had its CPL price decline by at least 20%. California sites had some of the bigger improvements. Three of the top four big-market improvers were California markets - San Diego, Riverside, and San Francisco.

The third quarter is so far pacing similar to the 2nd quarter, and should be a big improvement from third quarter 2019.

Get the complete report with data from the top 100 markets here.


Top 5 CPL Improvers (All Markets)
1 San Angelo, TX -76.63%
2 Monroe, LA -72.04%
3 Milledgeville, GA -71.59%
4 San Jose, CA -69.71%
5 Coeur d'Alene, ID -67.33%

Top 5 CPL Improvers (Big Markets)
1 Detroit, MI -61.57%
2 San Diego, CA -59.97%
3 Riverside, CA -57.75%
4 San Francisco, CA -57.50%
5 Washington, DC -56.18%

Top 5 Market CPLs (All Markets)
1 San Angelo, TX $ 0.81
2 Hilo, HI $ 0.88
3 Show Low, AZ $ 1.16
4 Columbus, GA $ 1.31
5 Hickory, NC $ 1.35

Top 5 Market CPLs (Big Markets)
1 Tampa, FL $ 2.30
2 Houston, TX $ 2.42
3 New York, NY $ 2.66
4 St. Louis, MO $ 2.71
5 Chicago, IL $ 2.75

This Blog Post was Written by Dan Lott

Dan is CINC’s VP of Client Marketing. Dan joined CINC in 2012, when he launched the online advertising department he continues to lead. He has more than 18 years experience in search marketing and online advertising, mostly developing lead generation programs for fast growing businesses, including real estate companies. Dan earned a BA in Economics from American University and an MBA in eCommerce Marketing from Vanderbilt.

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