THE SHORT ANSWER
An exclusive, qualified heat pump lead in Austria costs roughly EUR 103 to EUR 161 in 2026, with EUR 132 as the working average. At a close rate of one in 4 that is about EUR 528 per acquired customer, or 3.9 percent of a typical EUR 9,000 to EUR 18,000 project. Austria sits at a multiplier of 1.15 against a Benelux baseline of 1.0, because because Austria shares its language with a market nine times its size, sloppy geo-targeting is the single most common cause of wasted budget here.
Heat pump lead prices in Austria: the 2026 band
Everything below is priced for an exclusive lead, meaning one homeowner who requested a quote, fits your postcodes and job types, and is passed to you alone. A shared lead reaching four heat pump installers carries a lower sticker price and a higher cost per customer.
Price per exclusive lead: EUR 103 to EUR 161, average EUR 132
Typical project value: EUR 9,000 to EUR 18,000
Exclusive leads needed per customer: 3 to 5
Cost per acquired customer: around EUR 528
Acquisition cost as a share of the job: about 3.9 percent
A word on where these numbers come from. They are a benchmark model rather than a survey: an industry base range observed across Western European home-improvement campaigns, multiplied by a country factor for local auction pressure. Use them as a band to negotiate against, not as a quote.
Where the break-even sits in Austria
Both work. The break-even is arithmetic, not ideology.
Running your own ads makes sense once monthly media spend passes roughly EUR 4,600 in this market, because at that point the fixed cost of a decent landing page, tracking and someone managing the account spreads thinly enough to beat a per-lead price.
Buying exclusive leads makes sense below that, and whenever you want to switch spend on and off with your capacity rather than commit to a retainer. You pay for outcomes and the supplier carries the auction risk.
Marketplaces and shared leads make sense only if your team genuinely calls inside five minutes, every time. If not, you are subsidising whichever competitor does.
A small market inside a large language
Austria's advertising problem is structural: it shares a language with a market nine times its size. Unless geo-targeting is tight, Austrian campaigns bid against German advertisers for clicks that can never turn into Austrian work. Sloppy targeting is the largest single source of wasted budget in this market, and it shows up as a cost per lead that looks inexplicably high.
The mistake that wastes the most heat pump budget
Selling on running cost alone. Running-cost comparisons depend on tariffs the homeowner can look up and argue with, and that argument is unwinnable on the phone. The installers with the best close rates lead on comfort, on the age of the existing system, and on the subsidy paperwork they will handle, then use running cost as confirmation rather than as the opening claim.
How many heat pump leads a month your team can absorb
Volume is only useful up to the point your team can quote and deliver it. At 3 to 5 leads per customer, ten exclusive leads a month in this trade produce roughly 2 to 3 jobs, which at a typical EUR 13,500 project is somewhere around EUR 27,000 to EUR 40,500 of work landing in the diary.
Buy past that and the extra leads do not become extra jobs, they become slower callbacks on all of them. The pattern is consistent: businesses that raise volume before fixing quoting capacity see cost per acquired customer rise even though cost per lead is unchanged.
So set volume from installed capacity rather than from ambition, and raise it in steps you can staff. In Austria that usually means one increase per quarter, timed ahead of the September to January peak rather than during it.
Why heat pump demand front-loads into autumn
The buying season starts with the first cold week and effectively ends when installers run out of pre-Christmas slots. That compresses a year of decisions into roughly four months, and it means a lead arriving in October is worth materially more than the same lead in June even at an identical price. Buying through the summer trough to fill an autumn diary is the cheapest capacity planning available in this trade.
Cost per customer, not cost per lead
Cost per lead in isolation tells you nothing. Divide it by your close rate.
At EUR 132 per lead and one sale per 4 leads, a new heat pump customer in Austria costs about EUR 528. On a EUR 13,500 project that is 3.9 percent of revenue. The working rule across home-improvement trades is that a healthy acquisition cost sits between 4 and 9 percent of job value. Above 12 percent, either the lead quality or the follow-up is broken, and it is almost always the follow-up.
Now compare that to a shared lead. If you pay EUR 66 for a lead that four competitors also received, and your close rate falls to one in twelve, your cost per customer becomes roughly EUR 792. That is worse than the exclusive lead, and it burns three times as much of your sales week.
Terrain and building stock change the job
Alpine regions and dense urban districts produce very different projects from the same enquiry text, with access, altitude and building age all affecting the specification. Qualifying on building type before the survey matters more than in flatter markets, because an unviable site is expensive to discover in person.
Seasonality: the discount nobody books
Heat pump demand peaks in September to January and bottoms out around June and July, driven mostly by boiler replacement deadlines and running-cost comparisons.
Off-peak leads typically run 20 to 40 percent below the figures above, but they take longer to convert and more of them go cold. Buying volume in the trough and nurturing into the peak is the cheapest growth available in this trade, and almost nobody does it because it requires spending money in the month the phone is quiet.
Checklist before you buy heat pump leads in Austria
Is the lead exclusive, or how many other heat pump installers receive it?
Which Austrian regions does it cover? Vienna, Graz, Linz and Salzburg behave very differently from rural areas on both price and close rate.
How old is the lead when it reaches you? Past thirty minutes, reach rate collapses.
What is the replacement policy for wrong numbers, wrong area or wrong job type?
Can you switch a postcode or job type off without renegotiating?
Is the price quoted excluding VAT, and in EUR?
A supplier who will not answer all six in writing is selling shared leads with a premium label.
What Flock Leads charges
For comparison against the modelled band, these are Flock Leads prices. You buy a volume of exclusive leads rather than a monthly service, which is why there is no retainer and no notice period.
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
Every lead is matched to the postcodes and job types you selected in Austria and delivered within minutes of the request. Unused leads roll over: the Flock Lead Promise means you never lose paid volume at the end of a month.
Related answers
Frequently asked questions
How much does a heat pump lead cost in Austria?
Roughly EUR 103 to EUR 161 for an exclusive, qualified lead in 2026, with EUR 132 as the working average. Shared leads sell for less, typically EUR 52 to EUR 80, but they reach three to five heat pump installers at the same time.
What does that make my cost per customer?
About EUR 528, which is roughly 3.9 percent of a typical EUR 13,500 heat pump project. Anything under 9 percent is healthy for this trade.
Why are heat pump leads more expensive in some countries?
Because the auction is local. Austria runs at a multiplier of 1.15 against the Benelux baseline, mainly because because Austria shares its language with a market nine times its size, sloppy geo-targeting is the single most common cause of wasted budget here.
Is it cheaper to run my own ads in Austria?
Past roughly EUR 4,600 a month in media spend, usually yes, because the fixed costs of page, tracking and management start to spread. Below that, buying exclusive leads is almost always the better arithmetic, and it flexes with your capacity.
Can I buy heat pump leads for specific postcodes only?
Yes. Flock matches on postcode and job type, so you can run Vienna, Graz, Linz and Salzburg and leave the rest of Austria alone. Narrowing the area raises the price per lead slightly and raises the close rate a lot more.
What should I qualify a heat pump lead on?
Current heating system, insulation level, radiator type, ownership and timeline. Those five answers remove 30 to 50 percent of raw enquiries and lift close rate more than any change to your pitch.
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