Ask ten agents and you will get ten numbers, because it depends on the line, the source, and how aggressively they buy. But the ranges are well known, and once you annualize them, the total tends to surprise the person paying it. Here is a realistic look, and a comparison most agents never make.
Ballpark per-lead ranges, illustrative and varying by vendor and market:
| Lead type | Rough cost per lead | Notes |
|---|---|---|
| Shared internet leads | Low single digits to ~$20 | Sold to several agents |
| Exclusive internet leads | ~$20 to $60+ | Only you, higher close |
| Live transfers / calls | $30 to $100+ | Warm but pricey |
| Aged leads | Cents to a few dollars | Old, low intent |
Even at modest volume, a steady lead-buying habit runs into hundreds or thousands a month, and you keep none of the contacts.
Now put a flat tool next to that. Capturing your own leads costs a fixed $50 the first month, then $95/mo, no matter how many you bring in, and every one stays yours. For many agents, that single flat number is less than a couple weeks of buying, and it builds a book instead of renting one.
Trade per-lead spend for a flat fee - $50 first month →