Topic: What's Your Average Cost Per Lead?

My average is around $18 per lead. There is also a website that has a pricing model of $20 per lead, do you think this is reasonable? I am curious whether or not that's a good value and if not what would be appropriate.

It depends on how many qualified leads you get from the source and whether or not those leads are being converted into appointments and leases. It also depends on if you have vacant units to rent. Some properties exercise a very tight lease expiration management system. I know I've been asked if $50 per lead is too much - it depends on how many leads you get that are actually qualified. Years ago, I would get 60% of unqualified leads (people needing income based housing and we were conventional, no subsidies accepted.) Right now we pay under $7.00 per lead (this is qualified, converted traffic) from one paid source.