An agent in Woodland Hills can pay under two dollars for a click from someone browsing homes for sale, and more than a hundred for one from someone who types “sell my house fast”. Both are “real estate leads”. They are not even close to the same thing.
Short version
Buyer browsing is cheap and mostly window shopping. Seller intent is expensive and valuable. Track the two separately, answer fast, and measure cost per listing appointment, not cost per lead.
The numbers, from Google itself
These are top-of-page bid estimates from Google Keyword Planner for the US, with monthly search volume in ranges. They are not your price, but they show how different the two markets are.
| Search | Searches a month (US) | Google est. top-of-page click |
|---|---|---|
| homes for sale near me | 100K to 1M | $0.09 to $1.88 |
| home value | 10K to 100K | $1.23 to $8.25 |
| real estate agent near me | 10K to 100K | $4.47 to $24.67 |
| real estate leads | 1K to 10K | $12.60 to $60.18 |
| sell my house fast | 1K to 10K | $19.51 to $112.65 |
A lead is not a deal
Published cost-per-lead numbers vary because every source counts something different. CINC, a lead-generation company, reports a Google seller cost per lead of about $13.11 in Q2 2025 (CINC report). Ylopo puts seller leads at $26 to $30 or more, with Google closer to $66, and says the true cost per lead after all the follow-up lands between $416 and $480 for most agents (Ylopo). Vendor numbers, so read them as a range, not a promise.
The useful number is cost per listing appointment, and then cost per signed listing. Start tracking those two.
Speed beats budget
A seller who fills out a form is usually talking to three agents. The first to call, usually within minutes, wins the conversation. Make sure forms and calls reach a phone that someone answers, and set a follow-up routine for the leads that did not answer.
Build the free positions too
A complete Google Business Profile, neighborhood pages with real local knowledge and honest reviews do not stop the clicks from costing money, but they give you a base that does not charge per visit. In Keyword Planner, “real estate seo” and “real estate marketing” sit in the 1K to 10K searches range, which shows how many agents are looking for this help.
Fair Housing and license rules
Housing ads follow special platform rules and must avoid discriminatory language or targeting. Read the HUD Fair Housing Act overview and put your name and license number on advertising as the California Department of Real Estate expects. Your broker has the final say.
Frequently asked questions
Are Facebook lead ads good for real estate?
They are widely used for seller offers and open houses. Track them separately from Google leads and watch response speed.
How long does real estate SEO take?
Three to six months is typical. Ads bring leads sooner.
What does Kamak Web charge?
SEO from $500 a month, Google Ads from $299, Facebook and Instagram from $249, bundles from $699, plus ad budget. See our real estate marketing page.
Next step
Want us to separate buyer and seller numbers for you? Get a free real estate growth plan or see our real estate website design options.
Further reading: HUD Fair Housing Act overview and CINC seller lead cost report.
Related service
Want help with this? See our Google Ads Management page for plans and pricing, or get a free quote.
