THE SHORT ANSWER
Divide your monthly revenue target by your average job value to get jobs needed, then divide by your close rate to get leads needed. A EUR 100,000 month at a EUR 10,000 average job is ten jobs; at a one-in-four close rate that is forty exclusive leads, and it is also forty phone calls that have to happen within minutes.
The calculation, with the step everyone skips
Revenue target divided by average job value equals jobs needed. EUR 100,000 at EUR 10,000 equals 10.
Jobs divided by close rate equals leads needed. Ten at one in four equals 40.
Leads times cost per lead equals budget. Forty at EUR 90 equals EUR 3,600, which is 3.6 percent of the target. Healthy.
The skipped step: can your team answer forty enquiries within minutes and quote them within a week? If not, the plan is not a plan.
Why capacity, not budget, is usually the binding constraint
Doubling lead volume is a purchasing decision that takes an afternoon. Doubling the number of enquiries answered inside five minutes, quoted within a week and followed up twice is an operational change that takes a quarter.
Companies that buy volume ahead of that change report that lead quality collapsed. What collapsed was response time, and the feed was constant throughout.
Building the seasonal version of the plan
Annual targets divided by twelve produce a plan that fails twice a year. Most home-improvement trades run a two to three month peak and a distinct trough.
Plan peak months at 130 to 150 percent of the average and trough months at 60 to 70 percent, then buy trough volume deliberately at its lower price and nurture it into the peak. That is the cheapest growth available in a seasonal trade, and almost nobody does it because it requires holding leads rather than closing them immediately.
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 sanity check before you commit budget
Is the implied acquisition cost between 4 and 9 percent of job value? Above 12 percent, fix follow-up first.
Is the implied number of daily calls achievable by the people you actually have?
Do you have installation capacity for the jobs you plan to win, or are you buying a waiting list?
Related answers
Frequently asked questions
What if I do not know my close rate?
Assume one in five for exclusive leads and one in ten for shared while you measure. Then replace the assumption with your own number within a month.
Should I buy more leads or improve close rate?
Improve close rate first if it is below one in five, because it is free and it improves every lead you buy afterwards.
How far ahead should I buy?
Buy against the capacity of the next four weeks, not the ambition of the next quarter.
Which Flock package fits forty leads a month?
The Scale package is 45 leads for EUR 2,925, which is EUR 65 per lead.
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