THE SHORT ANSWER
Pay no more than 2 percent of your average job value per exclusive lead, and no more than a quarter of your target cost per acquired customer. On a EUR 10,000 average job with a one-in-four close rate, that puts a fair exclusive lead at EUR 60 to EUR 200, and it means the price you can justify depends far more on your close rate than on the supplier's rate card.
Work backwards from the job, not forwards from the rate card
Most buyers ask what a lead costs. The useful question is what a lead is worth to you, and that is arithmetic you can do in a minute.
Take your average invoice value. Say EUR 10,000.
Decide the share of revenue you will spend acquiring a customer. Four to nine percent is healthy for home improvement, so take 6 percent: EUR 600.
Divide by your honest close rate on exclusive leads. At one in four, that is EUR 150 per lead as your ceiling.
Anything below that is profitable. Anything above it needs a better close rate before it works.
Why the close rate dominates
Hold the EUR 600 acquisition budget constant. At one in three, your lead ceiling is EUR 200. At one in eight, it collapses to EUR 75. Nothing about the lead changed: the difference is entirely in how you follow up.
This is why two companies buying identical leads at an identical price report completely different verdicts on whether lead buying works. The supplier is rarely the variable.
Reference bands for exclusive qualified leads in 2026
Solar and heat pumps: EUR 90 to EUR 150
Roofing: EUR 70 to EUR 110
HVAC, windows and doors: EUR 60 to EUR 100
Insulation, kitchens and bathrooms: EUR 50 to EUR 90
Painting, flooring, landscaping: EUR 40 to EUR 70
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.
Three prices that are always wrong
A price with no exclusivity statement. Cheap and shared is a different product from cheap and exclusive.
A price with no replacement policy. Wrong numbers and out-of-area enquiries are a normal 5 to 10 percent of any feed. Who absorbs them decides your real unit cost.
A price bundled into a retainer. If you cannot see the per-lead figure, you cannot run the calculation above, which is usually the point.
How Flock Leads prices this
Flock's per-lead price is visible before you buy, so you can run the ceiling calculation against it directly:
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.
Related answers
Frequently asked questions
What is a reasonable cost per acquired customer?
Four to nine percent of job value across home-improvement trades. Above twelve percent, the problem is usually follow-up speed rather than lead quality.
Should I pay more for a faster lead?
Yes. Reach rates fall sharply after thirty minutes, so a lead delivered in two minutes is worth materially more than the same lead delivered in two hours.
Is a cheaper lead ever better?
Only if your team calls within minutes, every time. Cheap leads are a speed tax, and most companies pay it without noticing.
How does Flock price against these bands?
Flock's package pricing works out at EUR 60 to EUR 75 per exclusive lead depending on volume, which sits at or below the exclusive band for most trades.
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