THE SHORT ANSWER
Exclusive heat pump leads run about EUR 90 to EUR 140 each in the Benelux baseline, and 3 to 5 exclusive leads normally produce one signed customer. That puts your cost per acquired customer at roughly EUR 270 to EUR 700 against a typical project value of EUR 9,000 to EUR 18,000, so the lead cost is around 2 to 8 percent of revenue. Volume is rarely the problem; response speed and qualification depth are.
What a heat pump lead is worth, in numbers
Exclusive lead price: EUR 90 to EUR 140 in the Benelux baseline, before any country multiplier
Exclusive leads per signed customer: 3 to 5
Cost per acquired customer: EUR 270 to EUR 700
Typical project value: EUR 9,000 to EUR 18,000
Acquisition cost as a share of revenue: 2 to 8 percent
That last line is the one to argue about internally. If paying 8 percent of a EUR 13,500 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.
How the season moves your cost per lead
Demand for heat pump work peaks September to January and troughs June and July. 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.
Why heat pump leads arrive on a deadline
Most heat pump enquiries are triggered by a boiler that has failed, is about to, or has just been condemned. That gives them an urgency other renovation trades never see, and it changes the sale completely: the competing option is not a different heat pump, it is a replacement boiler fitted next week. If your quote takes ten days, the boiler wins by default. Speed is not a nice-to-have in this trade, it is the whole competitive position.
The technical qualification that decides everything
A heat pump quote stands or falls on whether the existing emitters can run at a low flow temperature. Ask on the first call what radiators are fitted, whether there is underfloor heating anywhere, when the property was built and what insulation has been added. A 1960s house with original radiators is a very different job from a 2015 build, and pricing them the same way guarantees you either lose the easy ones or lose money on the hard ones.
The conversation about running costs, done properly
Homeowners have heard both that heat pumps are cheap to run and that they are ruinous, and both claims are true in different houses. Refusing to give a number looks evasive; giving an optimistic one creates a complaint twelve months later. What works is a stated range tied to explicit assumptions about flow temperature and insulation, written into the quote. It closes slower than a confident single figure and produces far fewer disputes, which matters in a trade that lives on referrals.
Who is actually on the other end of the form
The buyer is typically a homeowner replacing a gas or oil boiler. What moves them is boiler replacement deadlines and running-cost comparisons. That single fact should shape your opening line on the phone: acknowledge the driver before you talk about your company.
It also tells you what not to do. A generic company introduction wastes the first thirty seconds. The homeowner already knows they want heat pump work done, otherwise they would not have filled in a form.
What a qualified heat pump lead has to contain
Any heat pump lead worth paying for should arrive with current heating system, insulation level, radiator type, ownership 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.
How Flock Leads prices this
Flock Leads sells heat pump 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 heat pump lead cost?
Exclusive heat pump leads run about EUR 90 to EUR 140 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.
How many heat pump leads do I need to win one customer?
Between 3 and 5 exclusive leads, assuming you call inside five minutes and quote within two days. Slower follow-up pushes that number up quickly.
When is the best time to buy heat pump leads?
Four to six weeks before the peak, which for heat pump work is September to January. Buying during the peak itself means bidding against every competitor at the same moment.
What information should a heat pump lead include?
At minimum current heating system, insulation level, radiator type, ownership and timeline. If those fields are missing, the enquiry has not been qualified.
Is it better to buy heat pump 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 heat pump installers do both: bought leads for baseline volume, own ads for margin.
NEED A CLEARER PLAN?
Let’s turn your next move into momentum.
Talk to us →