Facebook Marketplace vs Realtor.com: Cost Per Lead Breakdown
Compare channels on cost, quality, and speed—then build a 90‑day plan to lower CPL and raise contracts.
Introduction
Facebook Marketplace vs Realtor.com: Cost Per Lead Breakdown is the question smart teams are asking in 2025. This guide shows how to model every line item—so you can defend your budget, rebalance spend, and keep your pipeline full without discounting your value.
Compliance: Follow brokerage policy, platform rules, and Fair Housing laws. Use neutral, factual language and obtain consent before texting or storing contact info. This playbook is educational—not legal advice.
Expanded Table of Contents
- 1) Why this breakdown matters
- 2) Definitions: CPL, CPQA, CAC, LTV, Payback
- 3) Marketplace Cost Model: Inputs & Formula
- 4) Realtor.com Cost Model: Inputs & Formula
- 5) Apples‑to‑Apples: Sample Scenarios (Illustrative)
- 6) Lead Quality: Contact, Show, Offer & Close
- 7) Operations Stack: Tools & Routing
- 8) Scripts & Templates that Lower CPL
- 9) KPIs & Benchmarks to Track
- 10) Budget Split Decision Tree
- 11) 30–60–90 Day Rollout Plan
- 12) Troubleshooting & Optimization
- 13) 25 Frequently Asked Questions
- 14) 25 Extra Keywords
1) Why this breakdown matters
- Budget defense: Show your team where spend truly returns—beyond headline CPLs.
- Quality lens: Low CPL without showups wastes time; CPQA and close rate keep you honest.
- Speed‑to‑lead: Faster first replies raise contact rate on both channels.
2) Definitions: CPL, CPQA, CAC, LTV, Payback
| Metric | Formula | Why it matters |
|---|---|---|
| CPL | Total channel cost ÷ leads | Top‑line efficiency |
| CPQA | Total channel cost ÷ qualified appointments | Filters for lead quality |
| CAC | Total channel cost ÷ closed deals | Unit economics |
| LTV | Net GCI × retention/referrals | Long‑run value |
| Payback | CAC ÷ Net GCI per deal | Months to break even |
3) Marketplace Cost Model: Inputs & Formula
| Input | Description | Example (edit) |
|---|---|---|
| Creative Time | Listing copy, 8–15 photos, 15–30s video | 1.2 hrs × $35/hr |
| Moderation | DM replies, duplicate filters, compliance | 0.8 hrs × $35/hr |
| Boost Spend | Optional paid reach for listings | $40 per listing |
| No‑Show Allowance | Time sunk on missed appointments | 15% of booked appts × $35/hr × 0.5 hr |
| Tooling | Inbox/calendar share of cost | $60/mo ÷ #listings |
Marketplace CPL = (Creative + Moderation + Boost + No‑Show + Tooling) ÷ Leads
Marketplace CPQA = Total cost ÷ Qualified appointmentsTip: Saved replies + calendar links reduce moderation time and CPL quickly.
4) Realtor.com Cost Model: Inputs & Formula
| Input | Description | Example (edit) |
|---|---|---|
| Seat/Subscription | Platform access, territories | $X/mo |
| Lead Fees/Referrals | Per‑lead or % at close | $Y per lead or Z% GCI |
| Routing & Speed | On‑call time for instant replies | 0.3 hrs × $35/hr |
| Dupes/Waste | Duplicate or unreachable contacts | Assume 10–25% waste |
| Tooling | CRM/call tracking share | $60/mo ÷ #leads |
Realtor.com CPL = (Seat + Lead Fees + Routing + Waste + Tooling) ÷ Leads
Realtor.com CPQA = Total cost ÷ Qualified appointmentsNote: Always include referral % or closing fees in CAC, not just CPL.
5) Apples‑to‑Apples: Sample Scenarios (Illustrative)
Use your own numbers. These are placeholders to show the math, not claims about platform pricing.
| Scenario | Marketplace (CPL) | Realtor.com (CPL) | Marketplace (CPQA) | Realtor.com (CPQA) |
|---|---|---|---|---|
| Lean Organic | $22 | $85 | $110 | $240 |
| Boosted Volume | $38 | $90 | $150 | $260 |
| High‑Intent Zip | $30 | $70 | $120 | $210 |
Illustrative only. Replace with your 90‑day data before making decisions.
6) Lead Quality: Contact, Show, Offer & Close
- Contact rate = reached ÷ leads
- Appointment rate = booked ÷ leads
- Show rate = showed ÷ booked
- Offer/Contract rate = offers/contracts ÷ leads
Judge channels on CPQA and contracts/100 leads—not CPL alone.
7) Operations Stack: Tools & Routing
| Layer | Role | Notes |
|---|---|---|
| CRM | Contacts, consent, attribution | Source codes + transcripts |
| Messaging Inbox | DM/SMS/email hub | Saved replies + autoresponder |
| Calendar | Book/confirm tours | Buffers + reminders |
| Telephony | Call routing | Missed‑call text back |
8) Scripts & Templates that Lower CPL
Marketplace Listing First Lines
{City} • {Beds/Baths/Sqft} • {Top upgrades}
Tours: {Sat 11–1 / Sun 2–4}. Tap Message for two times.Portal Lead Autoreply
Thanks for asking about {Address/Area}! I can hold {Tomorrow 10:40} or {Tomorrow 5:20}—which works?
I’ll send a calendar invite with parking/entry notes.9) KPIs & Benchmarks to Track
Efficiency
CPL • CPQA • CAC • Payback
Quality
Contact • Show • Offers • Contracts
Speed
Auto ≤ 60s • Human ≤ 5m
10) Budget Split Decision Tree
- If CPQA_MP < CPQA_RDC by ≥20% → shift 10–20% budget toward Marketplace for 30 days.
- If contact rate on RDC ≥ Marketplace by ≥10% → keep RDC for velocity; fix Marketplace scripts.
- Rebalance monthly; cap any single channel at 60% until 6 months of data.
11) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Set up source codes (FB‑MP, RDC), UTMs, call tracking.
- Publish 3 Marketplace listings/week; connect calendar; load saved replies.
- Audit RDC routing; enable autoresponder; measure contact rate.
Days 31–60 (Momentum)
- Add 15–30s video covers + floor plans to Marketplace posts.
- Launch retargeting on viewers/site visitors with appointment CTAs.
- Weekly KPI review; prune underperforming creative and zips.
Days 61–90 (Scale)
- Rebalance budget 10–20% toward the lower CPQA channel.
- Roll out no‑show rescue and missed‑call text back.
- Monthly script refresh; document learnings.
12) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| Many views, few messages (MP) | Weak cover/CTA | Swap cover; add tour windows in first two lines |
| High CPL (RDC) | Slow replies/duplication | Autoresponder + dedupe + on‑call rotation |
| High no‑show rate | No reminders | Calendar invite + 24h/2h reminders with access notes |
| Messy attribution | No UTMs/source codes | Enforce required fields; attach transcripts |
13) 25 Frequently Asked Questions
1) What is “Facebook Marketplace vs Realtor.com: Cost Per Lead Breakdown”?
A repeatable method to compare costs and outcomes for two major channels using your own numbers.
2) Are your sample CPLs exact?
No—illustrative only. Replace with your 90‑day averages.
3) Which channel usually wins?
It depends on market, creative, and speed‑to‑lead. Measure CPQA and contracts, not CPL alone.
4) Can I run both at once?
Yes—most teams do. Rebalance monthly toward the lower CPQA.
5) How do I model staff time?
Use a blended hourly rate for listing, moderation, and routing tasks.
6) Should I boost Marketplace listings?
Test small budgets; include spend in your CPL math.
7) How fast should I reply?
Auto ≤ 60 seconds; human ≤ 5 minutes, day or night.
8) What’s a good Appointment Rate?
20–40% of inquiries is a reasonable starting goal.
9) How do I handle address privacy?
Follow brokerage policy and seller preferences; many share at tour confirmation.
10) Can I automate Realtor.com replies?
Yes—use CRM workflows with consent and opt‑outs.
11) What KPIs matter most?
CPL, CPQA, contact rate, show rate, offers, contracts/100 leads.
12) How do I track source accurately?
Use UTMs, call tracking, and CRM source codes per channel.
13) Do floor plans help Marketplace performance?
Yes—improve saves and message rate.
14) Can I retarget Marketplace viewers?
Yes—use video viewers and site pixels with appointment CTAs.
15) How do I reduce no‑shows?
Calendar invites, day‑before confirmations, and 2‑hour reminders.
16) Do hashtags matter?
Minor impact vs. media, price accuracy, and location data.
17) What about spam or scams?
Gate links/files; verify identities when appropriate; report abuse.
18) Does Marketplace violate Fair Housing?
Use neutral, factual language; get broker/legal guidance.
19) Can I share lender offers?
Provide neutral info; avoid specific advice; follow regulations.
20) What’s a good rebalancing cadence?
Monthly—after at least 100 leads/channel if possible.
21) Should I cap any channel?
Yes—avoid exceeding 60% of budget in one channel until you have 6 months of positive data.
22) How many listings per week on Marketplace?
2–6 quality posts or refreshes, not spammy repeats.
23) How do I clean duplicates?
Match by email/phone; merge threads; keep earliest source.
24) What goes in the first two lines of a listing?
City • beds/baths/sqft • top upgrades • two tour times + CTA.
25) First step today?
List your cost lines, set assumptions, publish 3 Marketplace posts, and audit your Realtor.com routing/SLAs.
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