What's the difference in cost between Social leads, PPC leads, and Live Transfer leads — and why?
Three lead types, three price points — and each one reflects a different level of buyer intent.
Ge walks through why the three lead channels have different costs. Social (Facebook/Instagram) leads are the least expensive because they reach people at the browsing stage — they saw an ad and clicked, but they weren't actively searching. PPC/Google leads cost more because they capture people who typed a search query, meaning they're actively looking right now. Live Transfer leads are the most expensive because a live call center agent calls, qualifies, and connects the prospect to you in real time — you only pay when a live person picks up on the other end.
Ge emphasizes that cost correlates with intent: the higher the intent, the more the lead costs.
Social — low cost, high volume
Facebook and Instagram leads reach people browsing, not searching. Lowest intent but highest volume — best for teams that can nurture long-term.
PPC — mid cost, active intent
Google leads come from active searches. These people typed "homes for sale in [city]" — they're further down the funnel than social.
Live Transfer — highest cost, real-time connection
A call center agent calls, qualifies, and hands the prospect to you live. Highest cost, highest intent — you're paying for a warm handoff.
Want to know which lead type fits your team?
A demo call helps you figure out which channels make sense given your market and follow-up capacity.
"When people ask why our three lead types cost different amounts, the simplest answer is: you're paying for intent. The higher the buyer's intent when they enter your system, the more it costs to acquire them. That's true across every lead generation platform, not just Ylopo."
"Let me start with Social leads. These come from Facebook and Instagram. We run ads on those platforms, people see a property or a market insight, they click through to your search portal, they register to see more listings. These people were not searching for a home — they were scrolling their feed and something caught their eye. That's a browsing mindset. The cost to acquire them is lower because the ad inventory is broad and we're interrupting their attention, not capturing their intent. The flip side is that Social leads require more nurturing. They might be 6 to 18 months out from buying. But at lower cost and high volume, they build you a database that the AI can work over time."
"PPC leads — Google and other search platforms — cost more, and the reason is straightforward. Someone opened a browser and typed 'homes for sale in [your city].' That's active intent. They wanted information and they went looking for it. When you capture that person, you're capturing someone who is in market right now. The cost-per-click on those keywords is higher because other advertisers want that traffic too. So the lead cost reflects the underlying ad economics."
"Live Transfer leads are a fundamentally different product. This isn't just a contact record that gets added to your CRM. What happens is: our call center calls outbound leads, runs them through a qualifying script, confirms they're a real buyer or seller with real intent, and then connects them to you — live, on the phone — while they're engaged. You're not following up with someone who filled out a form three days ago. You're picking up a call where someone is already on the line. The cost reflects that. You're paying for the call center infrastructure, the qualification work, and the real-time connection."
"The way I frame it for agents is: these aren't three different price points for the same thing. They're three different products that serve different parts of your pipeline. Social builds your long-term database. PPC fills your active pipeline. Live Transfer puts warm conversations in your lap immediately. Most high-performing teams use a mix — and figuring out the right mix is exactly what the demo call is designed to help you think through."
See all the questions
Every question your prospects ask — answered on camera, no scripts, no spin.