Real Estate (residential & commercial) benchmarks · 2026

Residential brokerage, commercial real estate, proptech, rentals. Long deliberation cycles. Trust + reputation drive close rate.

Snapshot

Residential brokerage, commercial real estate, proptech, rentals. Long deliberation cycles. Trust + reputation drive close rate.

Key benchmarks · 2026

Avg lead-to-tour CVR

8–18%

Tour-to-close CVR

12–25%

Target CAC (residential lead)

$80–280

Target CAC (closed transaction)

$2,500–12,000

Avg sales cycle

45–180 days

Channel mix notes

Video tours + neighborhood content lift CVR 30%+. Local SEO + reputation are non-negotiable.

Primary channels for this industry

Meta (Facebook & Instagram)Platform benchmarks Google SearchPlatform benchmarks YouTubePlatform benchmarks Google Performance MaxPlatform benchmarks

Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.

How to read these benchmarks

Read Real Estate (residential & commercial) against your own account, not as a target to copy. With avg lead-to-tour cvr reaching 8–18%, a result inside the range usually means the constraint is elsewhere - offer, landing experience, or measurement - while a result well outside it points straight at targeting, creative, or bid strategy. Compare like with like - same funnel stage, same objective, same season - because a top-of-funnel number judged against a bottom-of-funnel benchmark will always mislead.

How to use this page. Find the funnel stage you are buying, read the range, and calculate the gap to your live numbers. Model the revenue impact of closing that gap with the break-even ROAS and CAC payback calculators, then pressure-test the plan against the full 2026 benchmarks compendium.

Sourcing. Ranges are RGM's 2026 synthesis of platform-reported figures and aggregated account data, expressed as medians and typical spreads rather than single points. They move with season, auction pressure, and creative quality, so re-check them each quarter.