THE SHORT ANSWER
Exclusive flooring leads run about EUR 40 to EUR 70 each in the Benelux baseline, and 5 to 8 exclusive leads normally produce one signed customer. That puts your cost per acquired customer at roughly EUR 200 to EUR 560 against a typical project value of EUR 2,000 to EUR 6,000, so the lead cost is around 3 to 28 percent of revenue. Volume is rarely the problem; response speed and qualification depth are.
The flooring numbers you are planning against
Exclusive lead price: EUR 40 to EUR 70 in the Benelux baseline, before any country multiplier
Exclusive leads per signed customer: 5 to 8
Cost per acquired customer: EUR 200 to EUR 560
Typical project value: EUR 2,000 to EUR 6,000
Acquisition cost as a share of revenue: 3 to 28 percent
That last line is the one to argue about internally. If paying 28 percent of a EUR 4,000 job to win it looks expensive, compare it against what an idle installation team costs for the same week.
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.
Seasonality you have to plan around
Demand for flooring work peaks autumn and troughs July and August. Two consequences follow. First, your cost per lead rises in the peak because every competitor is bidding at once, so the cheapest leads of the year are the ones you buy just before the peak, not during it. Second, a flat monthly budget across the year over-buys in the trough and under-buys exactly when the money is available.
The practical fix is a two-tier budget: a base volume you take every month to keep the pipeline warm, plus a surge you switch on four to six weeks ahead of the peak.
Sell the specification, not the material
Customers arrive having chosen a look from a showroom or a website, and they compare quotes on the product name. What they cannot compare is underlay, expansion allowance, threshold detail, skirting treatment and whether removal and disposal are included. Listing those as scope lines turns a price comparison into a completeness comparison, and it is the only reliable defence against a competitor who has quoted the same plank for less by leaving three of them out.
A worked monthly plan for four extra jobs
Suppose you want four additional flooring jobs a month. At 5 to 8 exclusive leads per customer you need 20 to 32 leads, which costs roughly EUR 800 to EUR 2,240. Those four jobs are worth EUR 8,000 to EUR 24,000 in revenue.
Work backwards from your own close rate rather than ours. If you close better than one in 8, buy fewer leads. If you close worse, fix the follow-up before you increase the budget, because buying more leads multiplies a follow-up problem rather than solving it.
Room count and the sequencing offer
Flooring enquiries are frequently for one room when the household intends to do three, staged over a year or two. Asking about the other rooms and offering a held price and a reserved batch for a second phase is worth more than a discount today: it secures work you would otherwise re-bid, and batch consistency is a real argument the customer understands. It also means one lead produces two or three jobs.
The fields a flooring lead must arrive with
Any flooring lead worth paying for should arrive with square metres, material choice, subfloor condition and timeline already answered. If a supplier cannot show you those fields on a sample record, you are being sold a raw form fill at an exclusive price.
Ask for ten anonymised historical records before you buy. Count how many have every field populated. Under eight out of ten is a qualification problem, not bad luck.
Trade relationships beat consumer leads in this trade
Kitchen fitters, bathroom fitters, general builders and letting agents all hit a flooring requirement on most projects, and few have a reliable person. Three such relationships produce a steady base load at no acquisition cost, scheduled by somebody else, with no price comparison at all. Flooring companies that live only on consumer enquiries are paying for demand their competitors are being handed.
How Flock Leads prices this
Flock Leads sells flooring leads exclusively, in fixed volume packages 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.
Related answers
Frequently asked questions
How much does a flooring lead cost?
Exclusive flooring leads run about EUR 40 to EUR 70 in the Benelux baseline. Shared leads are cheaper per unit but are sold to three to five companies at once, so the cost per acquired customer is usually higher.
When is the best time to buy flooring leads?
Four to six weeks before the peak, which for flooring work is autumn. Buying during the peak itself means bidding against every competitor at the same moment.
Is it better to buy flooring leads or run my own ads?
Running your own ads is cheaper per lead once the account is mature, but it takes a few months and a few thousand euro of learning budget to get there. Buying exclusive leads costs more per unit and starts producing this week. Most flooring companies do both: bought leads for baseline volume, own ads for margin.
How quickly should I call a flooring lead?
Inside five minutes during working hours. On flooring work the enquiry is usually one of several the homeowner will make in the same sitting, so the first competent caller sets the frame for every quote that follows.
What share of flooring enquiries never answer the phone?
Expect one in six to one in four on any paid channel, which is why a second and third attempt at different times of day is worth more than buying additional volume.
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