THE SHORT ANSWER
An exclusive, qualified heat pump lead in France costs roughly EUR 92 to EUR 143 in 2026, with EUR 118 as the working average. At a close rate of one in 4 that is about EUR 472 per acquired customer, or 3.5 percent of a typical EUR 9,000 to EUR 18,000 project. France sits at a multiplier of 1.02 against a Benelux baseline of 1.0, because the Paris region behaves like a separate, more expensive market from the rest of the country, so a national average hides a factor of two.
What a heat pump lead costs in France in 2026
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 92 to EUR 143, average EUR 118
Typical project value: EUR 9,000 to EUR 18,000
Exclusive leads needed per customer: 3 to 5
Cost per acquired customer: around EUR 472
Acquisition cost as a share of the job: about 3.5 percent
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.
Matching lead volume to the capacity you actually have
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 France that usually means one increase per quarter, timed ahead of the September to January peak rather than during it.
Where the volume actually is
Ile-de-France, Auvergne-Rhone-Alpes, Occitanie and Nouvelle-Aquitaine carry most of the volume, at very different price levels. Distances are large enough that service areas rarely overlap the way they do in the Benelux, so regional buying is both cheaper and more accurate than national buying here.
What a slow first call costs you in this market
Reach rate on a heat pump enquiry falls steeply with age: high inside five minutes, materially lower after thirty, and roughly halved by the following morning. Because the lead price is already paid, every unreachable lead transfers its cost onto the ones you do reach.
The arithmetic is unforgiving. If one lead in five goes unreachable purely through delay, your effective price per usable heat pump lead rises from EUR 118 to about EUR 148, and your cost per customer with it. No supplier negotiation available anywhere in this market moves the number that far, which is why response time is the first thing to fix and the cheapest.
Practically: one named person owns the first call attempt, the target is under five minutes during working hours, and the metric you report weekly is median time to first attempt rather than number of leads received.
The landing page decides half your cost per lead
At a 6 percent conversion rate, a heat pump lead at EUR 118 implies a click price of roughly EUR 7. Lift that page to 12 percent and identical traffic delivers leads at about EUR 59 instead: no extra budget, half the cost per lead. This is the single biggest controllable variable in the whole calculation.
It is also why cost per lead benchmarks are argued about so much. Two heat pump installers in France can run the same campaign against the same auction and report figures that differ by a factor of two, entirely because of what happens after the click.
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.
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.
Why the same heat pump lead costs less across the border
Advertising auctions are local, so the same heat pump lead is not worth the same everywhere. Against a Benelux baseline of 1.0, France runs at 1.02. For the same industry:
France (multiplier 1.02) - EUR 92 to EUR 143 per exclusive lead
Poland (multiplier 0.60) - EUR 54 to EUR 84 per exclusive lead
the United Kingdom (multiplier 1.10) - EUR 99 to EUR 154 per exclusive lead
Italy (multiplier 0.95) - EUR 86 to EUR 133 per exclusive lead
The gap is not about lead quality. It is about how many heat pump installers are bidding for the attention of the same homeowner in that auction.
How French homeowners buy
Written quotes are expected to be formal and complete, and the process is more paperwork-driven than in neighbouring markets. Homeowners frequently wait to compare documents rather than deciding on a call, which lengthens the cycle and rewards installers with a fast, professional document workflow over those relying on phone charm.
Checklist before you buy heat pump leads in France
Is the lead exclusive, or how many other heat pump installers receive it?
Which French regions does it cover? Ile-de-France, Auvergne-Rhone-Alpes, Occitanie and Nouvelle-Aquitaine 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
Against the band above, here is what Flock Leads actually charges. Fixed packages, no retainer, no contract term, and every lead goes to one business only.
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 France 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 France?
Roughly EUR 92 to EUR 143 for an exclusive, qualified lead in 2026, with EUR 118 as the working average. Shared leads sell for less, typically EUR 46 to EUR 72, but they reach three to five heat pump installers at the same time.
What does that make my cost per customer?
About EUR 472, which is roughly 3.5 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. France runs at a multiplier of 1.02 against the Benelux baseline, mainly because the Paris region behaves like a separate, more expensive market from the rest of the country, so a national average hides a factor of two.
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.
Who is actually behind a heat pump enquiry in France?
Typically a homeowner replacing a gas or oil boiler, motivated by boiler replacement deadlines and running-cost comparisons. Matching your first call to that motive rather than to your price list is what separates a 20 percent close rate from a 8 percent one.
Does a cheaper heat pump lead in France mean better economics?
Not on its own. What matters is cost per acquired customer against job value. At EUR 118 per lead and a typical EUR 13,500 project, acquisition runs at about 3.5 percent of revenue, and that percentage is the number to compare across markets.
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