Do paid ads pay off for real estate and development?
They can, because one closed deal is worth a lot. But very few inquiries end with a signed contract, so leads must be cheap enough to survive a close rate of a few percent. The key number is break-even cost per lead: deal value times margin times close rate.
Orientational market averages
| Cost per click (Google) | €0.7 |
|---|---|
| Click through rate (Google) | 4 % |
| Conversion rate | 1 % |
| Cost per 1000 impressions (Meta) | €5 |
| Click through rate (Meta) | 0.9 % |
| Visits that send an inquiry | 2.5 % |
| Close rate | 3 % |
Values for the Slovakia market. These are orientational averages, not a promise. Your real numbers depend on your offer, website and campaign setup.
The average cost per click for real estate is moderate, but converting a visitor into a serious buyer is hard. How much do ads cost for real estate? Leads can look cheap, yet with a 3 % close rate you need over 30 leads for one sale, so the cost per closed deal is what decides.
Competition: high
Competition is high: portals, agencies and developers all fight for the same buyers, and property portals dominate search results.
Worked example
A sample business run through the same engine as the calculator:
- Monthly budget
- €1,500
- Deal value
- €5,000
- Gross margin
- 70 %
- Channel
- Both
- Cost per inquiry
- €25
- Break-even
- €105
- Risk
- Low risk
When ads don't pay off in this industry
Chasing cheap leads
Meta lead forms can bring leads for a few euros, but many of them never answer the phone. Measure cost per qualified lead and per deal, not per form.
Slow follow-up
Property leads cool down in hours. If nobody calls back the same day, most of the budget is wasted.
No project page
Sending traffic to a general website instead of a clear project page with prices, plans and availability lowers conversion.
What to check before you start
- Your real close rate from inquiry to signed contract.
- Commission or margin per deal.
- Who follows up leads and how fast.
- A landing page with prices, plans and a clear way to book a viewing.
Check your own numbers
The example is someone else's business. Put in your budget, prices and margin and see your own risk in 2 minutes.
Check your own numbersQuestions from this industry
What is the average cost per click for real estate?
Our orientational benchmark is around 0.70 EUR on Google Search in Slovakia. Development project searches in big cities can be more expensive.
Why is the close rate so low?
Buying property is a big decision. Many inquiries are early research, and only a few people buy in the next months.
Are Meta lead forms worth it?
They bring volume, but quality varies. Adding a qualifying question and fast follow-up makes a big difference.
How long before real estate ads pay off?
Often months, because deals take time. Measure leads and viewings along the way so you don't judge only by closed sales.
Related industries
Useful calculators
This is an estimate based on market averages. Real results depend on your offer, website and campaign setup.