Four things decide the price. Whether the lead is exclusive or shared, and ours are exclusive. What was checked before delivery, because a phone verified, finance screened record costs more to produce than a form fill. The states and property types you want. And the volume you start at, which matters most for property investment company leads bought at scale.
The figure to compare it against is yours. A buyers agent fee, or a developer's margin on one sale, multiplied by the share of leads that complete, is the most a lead can cost before it loses money. There is no retainer and no lock in, so the comparison is cheap to test. Why the finance screen is the expensive part is under what is a pre-qualified property lead.