Real Estate Lead Generation & Brokerage ROAS Calculator
Calculate maximum allowable Cost Per Lead (CPL) and target ROAS for real estate brokerages ($8,500 commission). Factors in 3% lead-to-close conversion rates.
Unit Economics & Costs
Retail selling price or contract deal size
Direct fulfillment / supplier cost per unit
Outbound parcel freight & box packing
Percentage your gateway takes, for example 2.9%
Flat part of the fee, for example $0.30. Use 0 if none
Media retainer or ad automation tool cost
Used to amortize monthly retainer overhead
Target net margin left over after all ad spend
Model cost-per-lead and sales closing rates
E.g., 10% means 1 in 10 inquiries becomes a paying client
WordStream's 23 business categories. Pick the closest one to your business.
Real Estate: average ad costs
Average cost per lead, against the most you can pay per lead at your close rate.
| Platform | Avg CPC | Avg cost per lead | Your break-even CPL | Average vs break-even |
|---|---|---|---|---|
| Google search ads | $3.22 | $102.51 | $224.17 | Under break-even (0.5x) |
| Meta leads campaigns | $1.27 | $13.74 | $224.17 | Under break-even (0.1x) |
Averages across WordStream's client accounts (Google Ads and Facebook Ads Benchmarks 2026), checked 2026-11-10. Your own costs will differ. Google Ads Benchmarks 2026 · Facebook Ads Benchmarks 2026
Notes for This Preset
Example inputs: an $8,500 commission, $500 listing costs, a 1.5% fee ($127.50) and a $2,000 monthly retainer spread over 5 closed deals ($400.00 each). Contribution margin is $7,472.50 (87.9%), so break-even CPA is $7,472.50 and break-even ROAS is 1.14x. To keep a 40% net margin ($3,400.00 per deal), target CPA is $4,072.50 and target ROAS is 2.09x. If 3% of leads close, break-even cost per lead is $224.17 and target cost per lead is $122.17. WordStream's 2026 Real Estate averages (checked 10 Nov 2026) are $102.51 per lead on Google search ads and $13.74 on Meta leads campaigns, both under the break-even cost per lead at that close rate.
How can I lower my break-even ROAS?
Three primary levers: increase Average Order Value (AOV) via post-purchase upsells and cross-sell bundles, negotiate lower supplier/COGS rates at volume, or lower payment processing and fulfillment costs. Increasing contribution margin lowers your required break-even ROAS, allowing you to bid more aggressively in competitive ad auctions.
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