THE SHORT ANSWER
For window and door companies, buying exclusive leads costs EUR 60 to EUR 95 per exclusive enquiry and works out at EUR 240 to EUR 570 per signed job once you allow for 4 to 6 enquiries per customer. The fastest route to volume for window and door companies, and the only channel with a known cost before you commit.
The question is never whether a channel works. It is whether it works at your job value and your close rate. This page runs buying exclusive leads specifically for window and door companies: 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 5,000 to EUR 12,000, the buyer is a homeowner replacing single or early double glazing, demand peaks late winter and spring and bottoms out in August, and it takes 4 to 6 genuine enquiries to sign one customer.
The numbers, at a glance
What one exclusive enquiry costs: EUR 60 to EUR 95 at the Benelux baseline, higher in tighter auctions and lower on larger volumes
What one signed job costs: EUR 240 to EUR 570, on 4 to 6 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 window and door companies: The fastest route to volume for window and door companies, and the only channel with a known cost before you commit.
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 windows and doors 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.
Exclusive and shared enquiries are different products at similar prices
A shared enquiry sold to four contractors costs perhaps half of an exclusive one and converts at roughly a third of the rate, which makes it more expensive per customer and far more expensive in sales time. The apparent saving is real only for a business that answers within seconds every time and is comfortable competing on price at the door. For everyone else the exclusive enquiry is the cheaper of the two once the arithmetic is done properly.
Window enquiries arrive without the one number you need
A window job is priced per frame, and the household almost never states how many frames there are, what they are made of now, or whether the openings are standard. An enquiry that says replace my windows is genuinely unquotable. The highest-return change available in this trade is asking for a photograph of the front and rear elevation at intake. It turns an unqualified contact into something a surveyor can pre-price and removes the visits that were never going to be viable.
Why the calendar decides more than the channel does in this trade
The late winter and spring peak and the August trough are not a detail to manage around, they are the largest single variable in windows and doors acquisition. draughts, noise and energy bills produces a demand curve that no amount of budget flattens.
The practical consequence is that the same channel has two different costs per signed job depending on the month you measure it, and businesses that test a channel for four weeks at the wrong end of the year reach a confident conclusion that is simply wrong. Test across a peak and a trough, or accept that you have measured a season rather than a channel.
The objection you cannot answer with a discount
A household holding a cheaper quote from a national is not asking you to match the price. They are asking why yours is different. The answer is specification and it has to be concrete: unit make-up, gas fill, spacer bar, hardware guarantee, who does the fitting and what making good includes. Companies that publish that comparison as a standard document lose fewer jobs on price and spend less time defending them.
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.
Price per exclusive enquiry: EUR 60 to EUR 95 at the Benelux baseline for windows and doors work, adjusted by country and by package size.
Enquiries per customer: 4 to 6, and lower than a self-run campaign because the enquiry has already been screened on number of frames, material preference, ownership and timeline.
Cost per signed job: EUR 240 to EUR 570.
Against a midpoint project of EUR 8,500, that is 2.8 to 6.7 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.
Qualification criteria and rejection rules for bought window and door enquiries
One field decides the economics of a bought enquiry in this trade: the approximate frame count. Enquiries carrying it convert several times better than enquiries without it, and a supplier who will not capture it is selling you survey visits rather than customers.
Require on every enquiry: approximate number of frames, current material, whether doors are included, ownership, conservation or listed status, and the timeline
Reject automatically: single-frame repairs, glass-only replacements, misted unit swaps, and tenants
Reject on inspection: enquiries that cannot state a frame count even approximately, because those consume a full survey and convert far below the rest of the batch
Split the pricing: door-only enquiries have a different value from full window replacements and should not be bought at the same unit price
Get the rejection rules in writing before the first enquiry arrives
Wrong area, wrong job type, disconnected number, a tenant who cannot authorise work, a duplicate of something you already hold. Each should have a stated outcome and a stated window for claiming it. Suppliers who will not put the list in writing are relying on customers not tracking it, and the difference between a five percent and a fifteen percent rejection rate changes the economics of the whole arrangement.
Before you spend anything on buying exclusive leads
Write down your own gross margin percentage on a typical windows and doors job, not your revenue.
Multiply that gross margin by the share you are willing to spend on acquisition, usually 10 to 20 percent, to get your ceiling per signed customer.
Divide your maximum acquisition cost per customer by 4 to 6, the enquiries this trade needs to sign one, and you have the most you can pay for a single enquiry.
Name the person responsible for the first call attempt and the target time. Every number on this page assumes contact inside minutes rather than hours.
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. Channel figures on this page carry a second layer of modelling on top of the lead-price band, since click cost and conversion rate both vary by market as well as by trade. Treat the spread as the important part rather than either end of it.
How Flock Leads prices this
For comparison, this is what exclusive windows and doors 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.
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Related answers
Frequently asked questions
How much should a windows and doors business budget for buying exclusive leads?
Work backwards from a signed job rather than forwards from a budget. At EUR 240 to EUR 570 per job and a typical target of one to two jobs a week, the monthly figure follows arithmetically. Setting a round number first and hoping it produces work is the most common and most expensive mistake in this channel.
How long before buying exclusive leads produces a signed job?
First enquiries take a week. A signed job takes that plus your own sales cycle, which for windows and doors work runs from a few days on urgent jobs to several months on planned ones. Judge the channel on cost per qualified enquiry early and on cost per signed job only after a full cycle has completed.
What is the single biggest mistake in buying exclusive leads for this trade?
Buying volume before fixing follow-up. An exclusive enquiry that sits unanswered for four hours is worth a fraction of the same enquiry answered in five minutes, and the supplier gets blamed for what is a process failure.
What should a windows and doors enquiry contain before it is worth quoting?
At minimum number of frames, material preference, ownership and timeline. Those answers are what separate an enquiry from a phone number, and collecting them at the point of enquiry rather than on the call removes most of the wasted quoting time in this trade.
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