It sounds like you're crunching some numbers. We hope this article helps you better predict your pipeline and potential revenue from your Internet Lead generation activities.
The national average for a Lead is $9.00 per Lead. However, this is not guaranteed and cost per Lead varies significantly from market to market. Areas like New York City, Southern California, Florida and, Toronto for instance, are more competitive and more expensive. Typically, real estate agents in those zip codes/areas will generate fewer Leads.
Like any business that uses Internet Lead generation as a strategy, your inbound Lead volume will ebb-and-flow. There are many factors that will influence your campaign performance and your Lead volume: competition (other real estate agents in your area who are advertising), seasonal trends, social trends, news articles, other search engines (Google, Bing, Yahoo...) etc.
It's important to remember that consistency is key. Pulling out Ad Dollars because of a single news cycle could give another agent a competitive advantage.