u/company_url_finder

Everyone in real estate marketing asks me some version of the same three questions:

1. is my cost per lead too high?
2. is my bounce rate normal?
3. and is email even worth doing anymore?

So I pulled the actual 2026 numbers instead of guessing.

Where the traffic actually comes from

• Mobile is 68.5% of all visits now. If a listing page takes more than 3 seconds to load on a phone, most of that traffic is gone before it sees a photo.
• Organic search still drives 42 to 48% of traffic. Paid search is only 7 to 15%, yet it eats 15 to 20% of most U.S. firms' marketing budget.
• Bounce rate averages 42.5% overall, and mobile runs higher at 48% versus 35% on desktop.

Paid ads, the real numbers

• Google Ads: $2.95 CPC, 3.8% conversion rate, $128 cost per lead.
• Facebook Ads: $1.15 CPC, $85.50 cost per lead.
• Average cost per acquisition across all channels is $132 now, up from about $95 in 2023. That's a 39% jump in three years, mostly from more agencies bidding on the same keywords.

The funnel that matters

• 18% of leads turn into an actual appointment.
• 25% of those appointments close.
• So out of 100 leads, you're realistically looking at 4 to 5 closings, not the number most people assume going in.

The channel nobody uses enough

Email drives just 3% of traffic globally, but it still pulls a 23.5% open rate and almost nobody unsubscribes (0.25%). That's not a dead channel, that's an ignored one.

Social, ranked by actual engagement

TikTok leads at 4.2% engagement, then Instagram at 1.85%, LinkedIn at 1.10%, and Facebook trailing at 0.25%.

I put all of this into a full PDF with charts, the funnel breakdown, and the social and email numbers laid out properly, easier to actually use than scrolling back through a Reddit post.

Links aren't allowed in the post itself, so comment "benchmark" below and I'll reply with the Google Drive link.