Market & Performance fact sheet

Real estate marketing spend

Agents commonly spend around 10 percent of their commission income on marketing and lead generation. The biggest waste in that budget is leads that get generated but never contacted, which instant follow-up eliminates.

The budget leaks at follow-up.

By the numbers

~10%

of income on marketing

Industry data

biggest leak

uncontacted leads

2x ROI

from contacting every lead

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Related real estate facts

Lead Generation

How much does a real estate lead cost?

Real estate leads cost anywhere from $20 to $200+ depending on the source and market, with portal and paid-search leads at the high end. Because half go uncontacted, the effective cost per contacted lead is often double the sticker price.

Lead Generation

What percentage of real estate leads never get contacted?

Roughly 40 to 50 percent of online real estate leads are never contacted at all. Agents are too busy, the lead arrives after hours, or follow-up simply falls through the cracks, and the marketing dollars that generated the lead are wasted.

Market & Performance

How much do real estate agents earn?

Real estate agent income varies widely, with the median well below six figures and top producers earning many times more. The gap is driven largely by transaction volume, which in turn depends on lead capture and follow-up.

Market & Performance

How do real estate commissions work?

Real estate commissions are typically a percentage of the sale price, historically around 5 to 6 percent split between buyer and seller sides, then again with the brokerage. Commission structures are negotiable and have shifted with recent industry changes.

FAQ

More on real estate marketing spend

Common follow-up questions operators ask.

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