Monthly cost and conversion figures from webinar programs RECODemand manages for real estate and mortgage clients, covering the April, May and June 2026 data months.
Executive summary
Across the three reporting periods published so far, buyer webinars stayed the least expensive audience to reach: cost per lead moved from $10.71 in April 2026 to $9.49 in May and $9.70 in June. Cost per booked appointment was far less stable, ranging from $62.41 in May to $108.13 in June as buyer appointment rate fell from 33.9% to 22.6%. Seller webinars cost several times more per appointment in every period. Investor webinars, reported from the May 2026 period onward, sat between the two.
These are RECODemand’s own operating figures, not a market survey. Several methodology questions are still undocumented and are listed in full below rather than filled in with assumptions.
Source type: First-party operational data.
Reading the reporting periods
Each Insider issue reports the previous month’s data. The tables below are labelled by data month, with the issue month shown underneath, so the two are never conflated. The April 2026 data month comes from Insider May 2026 (Issue No. 1), the May 2026 data month from Insider June 2026 (Issue No. 2), and the June 2026 data month from Insider July 2026 (Issue No. 3).
Only the April 2026 period states a volume: May 2026’s issue reports 167 webinars managed by RECODemand in that month. The May and June periods do not state a webinar count, so no volume is implied for them.
Buyer webinars
| Metric | April 2026 reported in the May 2026 issue | May 2026 reported in the June 2026 issue | June 2026 reported in the July 2026 issue |
|---|---|---|---|
| Cost per lead (CPL) | $10.71 | $9.49 | $9.70 |
| Show-up rate | 45.2% | 44.8% | 39.7% |
| Cost per attendee | $23.69 | $21.17 | $24.43 |
| Appointment rate | 30.4% | 33.9% | 22.6% |
| Cost per appointment | $77.93 | $62.41 | $108.13 |
Arithmetic supported by the table: buyer cost per lead fell $1.22 from April to May and rose $0.21 from May to June. Show-up rate fell 0.4 percentage points from April to May and a further 5.1 points from May to June. Appointment rate rose 3.5 points from April to May, then fell 11.3 points from May to June, and cost per appointment rose $45.72 over that same step. Three months is not a trend; these are differences between reported months.
Seller webinars
| Metric | April 2026 reported in the May 2026 issue | May 2026 reported in the June 2026 issue | June 2026 reported in the July 2026 issue |
|---|---|---|---|
| Cost per lead (CPL) | $26.13 | $35.45 | $17.80 |
| Show-up rate | 35.8% | 30.9% | 51.8% |
| Cost per attendee | $72.99 | $114.72 | $34.38 |
| Appointment rate | 21.0% | 28.6% | 16.3% |
| Cost per appointment | $347.57 | $401.13 | $211.54 |
Arithmetic supported by the table. April to May 2026: seller cost per lead rose $9.32, show-up rate fell 4.9 percentage points, cost per attendee rose $41.73, appointment rate rose 7.6 points and cost per appointment rose $53.56. May to June 2026: cost per lead fell $17.65, show-up rate rose 20.9 points, cost per attendee fell $80.34, appointment rate fell 12.3 points and cost per appointment fell $189.59. Three months is not a trend; these are differences between reported months.
The seller figures for the June 2026 reporting period were corrected by the RECODemand owner after the July 2026 issue was first prepared; an earlier version of that issue repeated the May 2026 seller figures. The values published here are the corrected, owner-verified June 2026 figures.
Investor webinars
| Metric | May 2026 reported in the June 2026 issue | June 2026 reported in the July 2026 issue |
|---|---|---|
| Cost per lead (CPL) | $16.85 | $13.36 |
| Show-up rate | 44.4% | 40.5% |
| Cost per attendee | $37.98 | $33.02 |
| Appointment rate | 42.3% | 35.8% |
| Cost per appointment | $89.80 | $92.11 |
Investor figures were first reported for the May 2026 data month, so no April comparison exists. From May to June 2026, cost per lead fell $3.49, show-up rate fell 3.9 percentage points, cost per attendee fell $4.96, appointment rate fell 6.5 points and cost per appointment rose $2.31.
How each metric is labelled
- Cost per lead (CPL)
- Advertising spend divided by registrations recorded for the campaign.
- Show-up rate
- Attendees as a share of registrations.
- Cost per attendee
- Advertising spend divided by attendees.
- Appointment rate
- Appointments as a share of attendees.
- Cost per appointment
- Advertising spend divided by appointments.
These are the common industry labels. RECODemand’s exact internal definitions — in particular what counts as an appointment, and whether spend excludes service fees — are not documented in the source issues and require owner confirmation before they are stated here.
Methodology: what is known and what is not
What is documented
- How many webinars are aggregated in each reporting period? Issue No. 01 states 167 webinars managed by RECODemand in April 2026. The June and July issues do not state a count for their reporting periods.
- Are the June 2026 seller figures the corrected values rather than a repetition of May 2026? Yes. The owner corrected the July 2026 issue and confirmed the June 2026 seller figures stored here: $17.80 cost per lead, 51.8% show-up rate, $34.38 cost per attendee, 16.3% appointment rate and $211.54 cost per appointment.
What is not yet documented
- How many webinars of each type (buyer, seller, investor) are included? — Not documented — unknown.
- What registration, attendee and appointment volumes underlie each rate? — Not documented — unknown.
- Which markets and countries are represented? — Not documented — unknown.
- Which advertising platforms are included in the spend? — Not documented — unknown.
- Which currency are the dollar figures in? — Not documented — unknown.
- Are the averages weighted by spend, or simple averages across webinars? — Owner verification required.
- How are outlier campaigns treated? — Not documented — unknown.
- How are zero-spend campaigns treated? — Not documented — unknown.
- What exactly counts as an appointment? — Owner verification required.
- What attribution window is applied between attendance and appointment? — Not documented — unknown.
- Does advertising spend exclude RECODemand service fees? — Owner verification required.
- Are cancelled webinars excluded from the aggregate? — Not documented — unknown.
These gaps are recorded rather than guessed. Until they are documented, the figures on this page are preliminary first-party findings, not a validated benchmark.
Limitations
- Aggregate advertising performance across RECODemand-managed webinar programs, not a projection for any individual client.
- Not audited by a third party and not a market-wide industry benchmark.
- Webinar counts by type, geography, ad platforms, currency and averaging method are not documented in the source issue.
Individual client accounts
These are single clients describing their own businesses in an Insider issue. They are not averages, not typical, not audited and not guaranteed.
- Josh Tagg — $60M funded through an automated webinar, 160+ mortgages closed, and an average deal size of approximately $400K. Source: May 2026 issue
- Jan L. — 75 deals attributed to educational webinars. Source: June 2026 issue
- Vicki Kerwin — $1M in 2026 sales reported as connected to webinar clients. Source: July 2026 issue
- David Cross — 31 leads from roughly $400 in advertising spend, and four bookings. Source: July 2026 issue
This is one client's own account of their own business. It is not audited, not averaged, not typical and not a guarantee. No result is promised to anyone else.
Related RECODemand pages
- Homebuyer readiness report — what the registrants behind these webinars said before attending.
- Programs and pricing — how the managed programs behind this data are structured.
- Results and case studies — individual client outcomes, kept separate from aggregate data.
- Content methodology — how sources and corrections are handled.
No outcome shown here is promised, projected or typical for any individual client. Results depend on market, budget, offer and execution.
Cite this page
- Page
- Real estate webinar advertising benchmarks
- Publisher
- RECODemand (www.recodemand.com)
- Source type
- Official company source, published and controlled by RECODemand
- Page URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks
This is an official company source, not an independent review. Attribute it to RECODemand and link to the page rather than presenting it as third-party verification.