Monthly cost and conversion figures from webinar programs RECODemand manages for real estate and mortgage clients, covering the April, May, June and July 2026 data months.
How this data is collected, stored, corrected and cited: RECODemand research methodology.
Reporting periods covered: April, May, June and July 2026 data months, reported in the May, June, July and August 2026 Insider issues. This page is updated when a new issue adds a reporting period; the issues do not state exact publication dates, so none is claimed here.
Executive summary
- Buyer cost per lead, July 2026 data month$13.63Lowest cost per lead of the three audiences in every reported period.
- Buyer cost per appointment, July 2026 data month$94.96The least stable buyer metric across the four reported months.
- Buyer appointment rate, July 2026 data month34.1%Share of attendees who booked, as reported for that month.
Across the four 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, $9.70 in June and $13.63 in July. Cost per booked appointment was far less stable, ranging from $62.41 in May to $108.13 in June, then falling to $94.96 in July as the buyer appointment rate rose from 22.6% to 34.1%. Seller webinars cost more per appointment in every period, and the July 2026 period is the widest gap yet: seller cost per appointment was reported at $451.87 after seller show-up rate fell from 51.8% to 29.4%. 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.
Key findings
- Buyer webinars were the cheapest audience to reach in all four reported data months.
- Buyer cost per lead rose in the July 2026 data month, but cost per appointment fell because the reported appointment rate rose.
- Seller cost per appointment more than doubled between the June and July 2026 data months, alongside a reported fall in show-up rate rather than a fall in lead cost.
- Seller webinars cost more per booked appointment than buyer webinars in every reported period.
- Investor webinars were first reported for the May 2026 data month, so no April comparison exists and none is imputed.
- Four reported months is a short series, not an established trend.
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), and the July 2026 data month from Insider August 2026 (Issue No. 4).
Only the April 2026 period states a volume: May 2026’s issue reports 167 webinars managed by RECODemand in that month. The May, June and July 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 | July 2026 reported in the August 2026 issue |
|---|---|---|---|---|
| Cost per lead (CPL) | $10.71 | $9.49 | $9.70 | $13.63 |
| Show-up rate | 45.2% | 44.8% | 39.7% | 42.1% |
| Cost per attendee | $23.69 | $21.17 | $24.43 | $32.38 |
| Appointment rate | 30.4% | 33.9% | 22.6% | 34.1% |
| Cost per appointment | $77.93 | $62.41 | $108.13 | $94.96 |
Buyer webinars — Cost per lead (CPL) by data month
Buyer webinar cost per lead for each reported data month. Each point is the figure printed in the Insider issue that reported that month; the line joins reported months only.
- Buyer webinars
- Unreported periods are left blank, never shown as zero.
| Data month | Buyer webinars |
|---|---|
| April 2026 May 2026 issue | $10.71 |
| May 2026 June 2026 issue | $9.49 |
| June 2026 July 2026 issue | $9.70 |
| July 2026 August 2026 issue | $13.63 |
Source: Issue No. 01, May 2026 (reporting April 2026); Issue No. 02, June 2026 (reporting May 2026); Issue No. 03, July 2026 (reporting June 2026); Issue No. 04, August 2026 (reporting July 2026). First-party operational data.
Limitation: Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
Cite this finding
- Finding
- Buyer webinars — Cost per lead (CPL) by data month
- Values as reported
- April 2026 (May 2026 issue): $10.71
- May 2026 (June 2026 issue): $9.49
- June 2026 (July 2026 issue): $9.70
- July 2026 (August 2026 issue): $13.63
- Reporting periods
- April 2026, May 2026, June 2026, July 2026
- Source issues
- Issue No. 01, May 2026; Issue No. 02, June 2026; Issue No. 03, July 2026; Issue No. 04, August 2026
- Source category
- First-party operational data
- Limitation
- Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
- Canonical URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-cpl-trend
Suggested citation: RECODemand. “Buyer webinars — Cost per lead (CPL) by data month.” Real estate webinar advertising benchmarks. RECODemand first-party operational data, reported in RECODemand Insider Issue No. 01, May 2026 and Issue No. 02, June 2026 and Issue No. 03, July 2026 and Issue No. 04, August 2026. April 2026 (May 2026 issue): $10.71; May 2026 (June 2026 issue): $9.49; June 2026 (July 2026 issue): $9.70; July 2026 (August 2026 issue): $13.63. Retrieved from https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-cpl-trend
This is first-party research. RECODemand collected the data inside its own managed programs, analysed it, and published it. It has not been audited by an independent third party, and it is not an industry-wide benchmark. How the figures are collected, stored and corrected is set out in the research methodology.
Buyer webinars — Appointment rate by data month
Buyer webinar appointment rate for each reported data month, as a share of attendees. Three reported months is a short series, not an established trend.
- Buyer webinars
- Unreported periods are left blank, never shown as zero.
| Data month | Buyer webinars |
|---|---|
| April 2026 May 2026 issue | 30.4% |
| May 2026 June 2026 issue | 33.9% |
| June 2026 July 2026 issue | 22.6% |
| July 2026 August 2026 issue | 34.1% |
Source: Issue No. 01, May 2026 (reporting April 2026); Issue No. 02, June 2026 (reporting May 2026); Issue No. 03, July 2026 (reporting June 2026); Issue No. 04, August 2026 (reporting July 2026). First-party operational data.
Limitation: Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
Cite this finding
- Finding
- Buyer webinars — Appointment rate by data month
- Values as reported
- April 2026 (May 2026 issue): 30.4%
- May 2026 (June 2026 issue): 33.9%
- June 2026 (July 2026 issue): 22.6%
- July 2026 (August 2026 issue): 34.1%
- Reporting periods
- April 2026, May 2026, June 2026, July 2026
- Source issues
- Issue No. 01, May 2026; Issue No. 02, June 2026; Issue No. 03, July 2026; Issue No. 04, August 2026
- Source category
- First-party operational data
- Limitation
- Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
- Canonical URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-appointment-rate-trend
Suggested citation: RECODemand. “Buyer webinars — Appointment rate by data month.” Real estate webinar advertising benchmarks. RECODemand first-party operational data, reported in RECODemand Insider Issue No. 01, May 2026 and Issue No. 02, June 2026 and Issue No. 03, July 2026 and Issue No. 04, August 2026. April 2026 (May 2026 issue): 30.4%; May 2026 (June 2026 issue): 33.9%; June 2026 (July 2026 issue): 22.6%; July 2026 (August 2026 issue): 34.1%. Retrieved from https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-appointment-rate-trend
This is first-party research. RECODemand collected the data inside its own managed programs, analysed it, and published it. It has not been audited by an independent third party, and it is not an industry-wide benchmark. How the figures are collected, stored and corrected is set out in the research methodology.
Buyer webinars — Cost per appointment by data month
Buyer webinar cost per booked appointment for each reported data month. This is the least stable of the buyer metrics across the reported months.
- Buyer webinars
- Unreported periods are left blank, never shown as zero.
| Data month | Buyer webinars |
|---|---|
| April 2026 May 2026 issue | $77.93 |
| May 2026 June 2026 issue | $62.41 |
| June 2026 July 2026 issue | $108.13 |
| July 2026 August 2026 issue | $94.96 |
Source: Issue No. 01, May 2026 (reporting April 2026); Issue No. 02, June 2026 (reporting May 2026); Issue No. 03, July 2026 (reporting June 2026); Issue No. 04, August 2026 (reporting July 2026). First-party operational data.
Limitation: Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
Cite this finding
- Finding
- Buyer webinars — Cost per appointment by data month
- Values as reported
- April 2026 (May 2026 issue): $77.93
- May 2026 (June 2026 issue): $62.41
- June 2026 (July 2026 issue): $108.13
- July 2026 (August 2026 issue): $94.96
- Reporting periods
- April 2026, May 2026, June 2026, July 2026
- Source issues
- Issue No. 01, May 2026; Issue No. 02, June 2026; Issue No. 03, July 2026; Issue No. 04, August 2026
- Source category
- First-party operational data
- Limitation
- Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues.
- Canonical URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-cost-per-appointment-trend
Suggested citation: RECODemand. “Buyer webinars — Cost per appointment by data month.” Real estate webinar advertising benchmarks. RECODemand first-party operational data, reported in RECODemand Insider Issue No. 01, May 2026 and Issue No. 02, June 2026 and Issue No. 03, July 2026 and Issue No. 04, August 2026. April 2026 (May 2026 issue): $77.93; May 2026 (June 2026 issue): $62.41; June 2026 (July 2026 issue): $108.13; July 2026 (August 2026 issue): $94.96. Retrieved from https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-buyer-cost-per-appointment-trend
This is first-party research. RECODemand collected the data inside its own managed programs, analysed it, and published it. It has not been audited by an independent third party, and it is not an industry-wide benchmark. How the figures are collected, stored and corrected is set out in the research methodology.
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. From June to July 2026, cost per lead rose $3.93, show-up rate rose 2.4 percentage points, appointment rate rose 11.5 points and cost per appointment fell $13.17. Four 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 | July 2026 reported in the August 2026 issue |
|---|---|---|---|---|
| Cost per lead (CPL) | $26.13 | $35.45 | $17.80 | $26.57 |
| Show-up rate | 35.8% | 30.9% | 51.8% | 29.4% |
| Cost per attendee | $72.99 | $114.72 | $34.38 | $90.37 |
| Appointment rate | 21.0% | 28.6% | 16.3% | 20.0% |
| Cost per appointment | $347.57 | $401.13 | $211.54 | $451.87 |
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. June to July 2026: cost per lead rose $8.77, show-up rate fell 22.4 points, cost per attendee rose $55.99, appointment rate rose 3.7 points and cost per appointment rose $240.33. Four 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 | July 2026 reported in the August 2026 issue |
|---|---|---|---|
| Cost per lead (CPL) | $16.85 | $13.36 | $18.00 |
| Show-up rate | 44.4% | 40.5% | 44.6% |
| Cost per attendee | $37.98 | $33.02 | $40.36 |
| Appointment rate | 42.3% | 35.8% | 26.0% |
| Cost per appointment | $89.80 | $92.11 | $155.24 |
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. From June to July 2026, cost per lead rose $4.64, show-up rate rose 4.1 points, cost per attendee rose $7.34, appointment rate fell 9.8 points and cost per appointment rose $63.13.
Buyer, seller and investor side by side — July 2026
Both charts below cover the July 2026 data month only, reported in the August 2026 issue. Audiences are separate reported figures shown next to each other; they are not averaged, and no period without a reported figure is drawn as zero.
Cost per lead (CPL) by webinar audience — July 2026 data month
Cost per lead for buyer, seller and investor webinars in the July 2026 data month, the most recent period reported. Each bar is a separate audience; nothing is averaged across them.
- July 2026 (August 2026 issue)
- Unreported periods are left blank, never shown as zero.
| Webinar audience | July 2026 (August 2026 issue) |
|---|---|
| Buyer webinars | $13.63 |
| Seller webinars | $26.57 |
| Investor webinars | $18.00 |
Source: Issue No. 04, August 2026 (reporting July 2026). First-party operational data.
Limitation: Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues. Investor webinars were first reported for the May 2026 data month, so earlier periods carry no investor figure; unreported cells are left empty rather than treated as zero.
Cite this finding
- Finding
- Cost per lead (CPL) by webinar audience — July 2026 data month
- Values as reported
- Buyer webinars: $13.63
- Seller webinars: $26.57
- Investor webinars: $18.00
- Reporting periods
- Buyer webinars, Seller webinars, Investor webinars
- Source issue
- Source category
- First-party operational data
- Limitation
- Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues. Investor webinars were first reported for the May 2026 data month, so earlier periods carry no investor figure; unreported cells are left empty rather than treated as zero.
- Canonical URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-audience-cpl-august-2026
Suggested citation: RECODemand. “Cost per lead (CPL) by webinar audience — July 2026 data month.” Real estate webinar advertising benchmarks. RECODemand first-party operational data, reported in RECODemand Insider . Buyer webinars: $13.63; Seller webinars: $26.57; Investor webinars: $18.00. Retrieved from https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-audience-cpl-august-2026
This is first-party research. RECODemand collected the data inside its own managed programs, analysed it, and published it. It has not been audited by an independent third party, and it is not an industry-wide benchmark. How the figures are collected, stored and corrected is set out in the research methodology.
Cost per appointment by webinar audience — July 2026 data month
Cost per booked appointment for buyer, seller and investor webinars in the July 2026 data month. Bars are independent audiences reported in the same issue.
- July 2026 (August 2026 issue)
- Unreported periods are left blank, never shown as zero.
| Webinar audience | July 2026 (August 2026 issue) |
|---|---|
| Buyer webinars | $94.96 |
| Seller webinars | $451.87 |
| Investor webinars | $155.24 |
Source: Issue No. 04, August 2026 (reporting July 2026). First-party operational data.
Limitation: Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues. Investor webinars were first reported for the May 2026 data month, so earlier periods carry no investor figure; unreported cells are left empty rather than treated as zero.
Cite this finding
- Finding
- Cost per appointment by webinar audience — July 2026 data month
- Values as reported
- Buyer webinars: $94.96
- Seller webinars: $451.87
- Investor webinars: $155.24
- Reporting periods
- Buyer webinars, Seller webinars, Investor webinars
- Source issue
- Source category
- First-party operational data
- Limitation
- Aggregate advertising performance across RECODemand-managed webinar programs. Not audited by a third party, not an industry-wide benchmark, and not a projection for any individual client. Webinar counts by type, geography, platform mix, currency and averaging method are not documented in the source issues. Investor webinars were first reported for the May 2026 data month, so earlier periods carry no investor figure; unreported cells are left empty rather than treated as zero.
- Canonical URL
- https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-audience-cost-per-appointment-august-2026
Suggested citation: RECODemand. “Cost per appointment by webinar audience — July 2026 data month.” Real estate webinar advertising benchmarks. RECODemand first-party operational data, reported in RECODemand Insider . Buyer webinars: $94.96; Seller webinars: $451.87; Investor webinars: $155.24. Retrieved from https://www.recodemand.com/research/real-estate-webinar-benchmarks#chart-audience-cost-per-appointment-august-2026
This is first-party research. RECODemand collected the data inside its own managed programs, analysed it, and published it. It has not been audited by an independent third party, and it is not an industry-wide benchmark. How the figures are collected, stored and corrected is set out in the research methodology.
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, July and August 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.
The full methodology, including the correction process: RECODemand research methodology.
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
- Janeen Best — 32 registrants on a first seller webinar, 20 appointments booked from that class, and four closings across three webinars with $40,000 reported on the first two transactions. Source: August 2026 issue
- Vicki Kenyon — Monthly webinars since January with a lending partner sharing ad cost, and closings in March, May and June reported as passing $1 million in sales from attendees. Source: August 2026 issue
- David Cross — Roughly $400 in advertising spend reported against 31 leads, 10 attendees and four bookings, with three further inbound enquiries after the class. Source: August 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
- Research methodology — how these figures are sourced, stored, corrected and cited.
- 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.