Most channel comparisons compare cost per click. Cost per signed job is the only comparison that decides anything. This page runs buying exclusive leads specifically for kitchen and bathroom fitters: the modelled cost, the volume ceiling, the skill it demands, and a plain verdict at the end.

The relevant economics for this trade: a typical project is worth EUR 8,000 to EUR 25,000, the buyer is a homeowner planning a full room renovation, demand peaks January and September and bottoms out in July, and it takes 5 to 8 genuine enquiries to sign one customer.

The numbers, at a glance

• What one exclusive enquiry costs: EUR 50 to EUR 90 at the Benelux baseline, higher in tighter auctions and lower on larger volumes

• What one signed job costs: EUR 250 to EUR 720, on 5 to 8 exclusive enquiries for each customer signed

• Time from a standing start to the first enquiry: a week, assuming you begin with nothing in place

• Straight answer for kitchen and bathroom fitters: Use it, but only with a cohort measurement in place for kitchen and bathroom fitters. The job values carry the enquiry price comfortably; the trap is the length of the cycle, which makes any monthly report look like a loss.

How buying exclusive leads behaves in this trade

Buying exclusive leads produces enquiries whose intent is stated, because the enquiry has already been screened against your criteria before it reaches you. No build phase, no monthly retainer, no learning period, and the cost per enquiry is known before you commit.

The constraint nobody mentions in the sales pitch: the capacity to answer a phone within minutes during working hours, which is a harder bar than it sounds. For a kitchen and bathroom business working a single metro, that is the thing to check before anything else.

Against that, the cost of being wrong. You pay a premium over running the campaign yourself, and you are dependent on a supplier's volume rather than your own. Skill required: Almost none on acquisition. All of it moves to follow-up speed and quoting.

The arithmetic, with one variable already removed

The arithmetic is shorter here because one variable is removed: you know the enquiry price before you spend anything.

1. Price per exclusive enquiry: EUR 50 to EUR 90 at the Benelux baseline for kitchen and bathroom work, adjusted by country and by package size.

2. Enquiries per customer: 5 to 8, and lower than a self-run campaign because the enquiry has already been screened on room size, scope, budget band, ownership and start date.

3. Cost per signed job: EUR 250 to EUR 720.

4. Against a midpoint project of EUR 16,500, that is 1.5 to 4.4 percent of contract value.

The premium over running the campaign yourself is real and it is roughly 20 to 40 percent. What you buy with it is the removal of the build phase, the learning period, the agency retainer and the risk of a month of wasted spend. For a business that needs work in the diary now, that trade is usually correct. For a business with a mature account and spare management time, it usually is not.

A kitchen or bathroom enquiry is the start of a quarter, not a week

From first enquiry to signed contract routinely runs three to six months here, and the household treats it as a project rather than a purchase. They are choosing a designer as much as a fitter. Acquisition systems built for a two-week cycle report this trade as a failure at week three and get switched off just before the first cohort would have converted. Any measurement in this trade has to run over a full quarter or it is measuring nothing.

Qualification criteria and rejection rules for bought kitchen and bathroom enquiries

This is the trade where bought enquiries most often get judged unfairly, because the cycle is long and the qualification is soft. Two conditions make the arithmetic work: a stated budget band on every enquiry, and a willingness to measure a batch over a full quarter.

• Require on every enquiry: which room, approximate size, scope of work including whether services move, a budget band, ownership, intended start date, and whether both decision makers can attend an appointment

• Reject automatically: supply-only requests if you fit, tenants, and any enquiry whose budget band falls below your minimum project value

• Reject on inspection: households unwilling to book a design appointment with both decision makers present, which is the single strongest predictor of a non-sale in this trade

• Measure by cohort: follow a defined fortnight of purchases through to outcome. A monthly report in this trade will always show a loss, regardless of how good the enquiries were

The complaint that damages reputations here is scope creep

The price at the end exceeds the price at the start and the customer feels ambushed even when every change was requested. Written change orders signed before work proceeds, plus a provisional sum policy for the items that genuinely cannot be known until the old room is out, protect both sides. Fitters who run that discipline collect the reviews that then feed every other acquisition channel, which makes it a marketing question and not only an operational one.

Volume commitments against buying in blocks

A monthly commitment usually buys a lower unit price and removes your ability to stop when the diary fills. Block purchases cost slightly more per enquiry and match capacity, which matters enormously in a seasonal trade. The decision should follow the shape of your own demand rather than the size of the discount, because paid enquiries arriving in a week you cannot quote are a slower way of throwing money away.

Judge a supplier on a cohort, never on a calendar month

Enquiries bought in the same fortnight have to be followed to their conclusion together, because the ones that sign last are frequently the largest. Assessing a supplier on sales closed within the month of purchase systematically favours whichever source produces impulsive small jobs. Track a defined batch from purchase to outcome and compare cost per signed job across batches, which is the only comparison that survives scrutiny.

Measure the channel in your own system, not in the channel's own dashboard

The only number that decides anything is cost per signed kitchen and bathroom job calculated from your own records: what you spent, and which jobs you signed from it. Everything upstream of that is diagnostic.

Set it up before you spend, not afterwards. A source field on the enquiry, an outcome field on the job, and a monthly reconciliation between spend and signed revenue takes an hour to build and settles arguments that otherwise run for years.

Before you spend anything on buying exclusive leads

1. Start with your gross margin on a typical kitchen and bathroom job as a percentage. Not turnover, margin.

2. Take 10 to 20 percent of the gross margin on a signed job, which is the normal range, and you have your maximum acquisition cost per customer.

3. Agree the test volume and the review date before anything goes live, so that continuing or stopping is a decision about evidence rather than about mood.

4. Make sure there is a page about kitchen and bathroom alone before you send anyone to it. A homepage covering everything roughly halves what follows.

How these figures were built

These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote. The channel assumptions behind this page are separate: click prices and conversion rates come from home-improvement campaign performance across Western Europe, and they move with the auction rather than with the trade.

How Flock Leads prices this

For comparison, this is what exclusive kitchen and bathroom enquiries cost outright, with no retainer and no contract term:

• Starter - 10 leads for EUR 750, which is EUR 75 per lead

• Growth - 25 leads for EUR 1,750, which is EUR 70 per lead

• Scale - 45 leads for EUR 2,925, which is EUR 65 per lead

• Pro - 70 leads for EUR 4,340, which is EUR 62 per lead

• Max - 90 leads for EUR 5,400, which is EUR 60 per lead

No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.

Want leads like this in your pipeline?

Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.

Book a 15-minute fit check  |  See lead package pricing

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