Best PPC keywords for motivated seller leads
By Josh MillerUpdated 5 min readBid on phrases where the seller names the outcome they want, like "sell my house fast" (about 25,000 US searches a month, about $13 a click) and "sell my house for cash" (about 8,100, about $35), plus situation phrases like "sell inherited house" and "sell house with code violations" that cost less and draw fewer competitors. Add negative keywords for agents, jobs, rentals and DIY from day one.
Pay-per-click for motivated sellers lives or dies on two lists: the keywords you bid on and the ones you block. Here are both, with real numbers.
Seller keywords, with volume and cost
| Keyword | US searches a month | Cost per click |
|---|---|---|
| sell my house fast | 25,000 | $13 |
| we buy houses | 22,000 | $20 |
| sell my house | 11,000 | $18 |
| cash home buyers | 9,800 | $16 |
| sell my house for cash | 8,100 | $35 |
| cash for houses | 5,300 | $35 |
| sell house fast | 4,200 | $20 |
| sell my house fast for cash | 3,300 | $17 |
| we buy houses for cash | 2,900 | $35 |
| sell house as is | 1,900 | $14 |
| how to sell my house fast | 1,800 | $15 |
| companies that buy houses for cash | 1,800 | $16 |
| sell my house fast near me | 1,400 | $16 |
Situation keywords: smaller, cheaper, warmer
| Keyword | US searches a month | Cost per click |
|---|---|---|
| stop foreclosure | 1,500 | $5 |
| sell inherited house | 350 | $1.20 |
| sell house with code violations | 200 | $10 |
| sell house in foreclosure | 200 | $1.40 |
| sell rental property with tenants | 150 | $6 |
| sell my house before foreclosure | 100 | $20 |
| sell house during divorce | 80 | $6 |
These searchers have told you their situation. Fewer of them, less competition, and an ad that names the situation stands out. Watch "stop foreclosure": many of those searchers want to keep the house, and several states regulate anyone offering to stop a foreclosure. Make the ad about buying the house, not saving it.
Negative keywords, from day one
- Agents and listing: realtor, agent, commission, MLS, list, Zillow, Redfin, FSBO
- Renters and buyers: rent, apartment, for sale, homes for sale, buy a house
- Jobs and education: jobs, salary, career, course, training, how to become
- DIY: tips, checklist, staging, how to prepare
Use your city
"Sell my house fast" plus your city usually costs less per click than the national phrase and only reaches sellers in your area. Search volume by city is small, so expect fewer, better clicks.
Price it on deals
At $20 a click and 10 of every 100 clicks filling out a form, a lead costs $200 before you've talked to anyone. Know your close rate and work out your cost per deal before you set a budget. Is PPC worth it for investors?
Questions investors ask
What are the best keywords for motivated seller PPC?
Phrases where the seller states the outcome: "sell my house fast," "we buy houses," "sell my house for cash," "cash home buyers," plus situation phrases like "sell inherited house" or "sell house in foreclosure."
How much do motivated seller keywords cost?
Ahrefs estimated US costs per click in October 2026 from about $13 for "sell my house fast" to about $35 for "sell my house for cash" and "cash for houses." Situation phrases ran about $1 to $20.
What negative keywords should real estate investors use?
Words that bring agents, renters, job seekers and DIY sellers: realtor, agent, commission, rent, apartment, jobs, salary, course, how to, FSBO, Zillow, and similar.
Should I bid on my city name?
Yes: "sell my house fast" plus your city usually costs less per click than the bare phrase and reaches only sellers in your area. Local volumes are small, so expect fewer, better clicks.