THE SHORT ANSWER
Exclusive roofing leads run about EUR 70 to EUR 110 each in the Benelux baseline, and 4 to 6 exclusive leads normally produce one signed customer. That puts your cost per acquired customer at roughly EUR 280 to EUR 660 against a typical project value of EUR 6,000 to EUR 15,000, so the lead cost is around 2 to 11 percent of revenue. Volume is rarely the problem; response speed and qualification depth are.
The roofing numbers you are planning against
Exclusive lead price: EUR 70 to EUR 110 in the Benelux baseline, before any country multiplier
Exclusive leads per signed customer: 4 to 6
Cost per acquired customer: EUR 280 to EUR 660
Typical project value: EUR 6,000 to EUR 15,000
Acquisition cost as a share of revenue: 2 to 11 percent
That last line is the one to argue about internally. If paying 11 percent of a EUR 10,500 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.
Photographs are your quoting infrastructure
The single cheapest improvement in a roofing sales process is asking for three photographs before the survey: the affected area, the full elevation, and the interior damage if any. It lets you rule out jobs you cannot access, size the scaffolding before you leave the yard, and quote small repairs without a visit at all. Roofers who ask for photos as standard visit fewer properties and convert a higher share of the ones they do visit.
How the season moves your cost per lead
Demand for roofing work peaks after the first autumn storms and troughs February. 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.
The insurance conversation that wins work
On storm and impact damage the homeowner's real question is whether the insurer will pay, and most roofers answer with a price instead. Being able to explain what the assessor will look for, what wording on your report helps, and what typically gets rejected makes you the roofer they call back. It also protects you: a claim that fails after you have started is a payment dispute waiting to happen, so establishing the position up front is commercial self-defence, not a favour.
What a qualified roofing lead has to contain
Any roofing lead worth paying for should arrive with roof type, surface area, urgency, ownership and access 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.
Who is actually on the other end of the form
The buyer is typically a homeowner with a leak or a roof past twenty-five years old. What moves them is visible damage and insurance claims. 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 roofing work done, otherwise they would not have filled in a form.
Why roofing quotes get compared unfairly, and the fix
Two roofing quotes for the same property routinely differ by half, because one includes new underlay, replacement battens and scaffolding while the other assumes the deck is sound. The homeowner sees only two totals. Break the quote into scope lines with a stated assumption about the deck and a named price for the most likely surprise. It costs ten minutes and it moves the conversation from which is cheaper to which is complete, which is the only comparison you can win.
How Flock Leads prices this
Flock Leads sells roofing 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 roofing lead cost?
Exclusive roofing leads run about EUR 70 to EUR 110 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.
What is a reasonable acquisition cost for a roofing job?
EUR 280 to EUR 660 per signed customer, against a typical project value of EUR 6,000 to EUR 15,000. That is 2 to 11 percent of revenue.
When is the best time to buy roofing leads?
Four to six weeks before the peak, which for roofing work is after the first autumn storms. Buying during the peak itself means bidding against every competitor at the same moment.
Is it better to buy roofing 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 roofers do both: bought leads for baseline volume, own ads for margin.
Do I need a bigger budget in the roofing peak?
Yes, and you should commit it four to six weeks early. Demand peaks after the first autumn storms, and by the time the peak is visible in your enquiry count the auction has already repriced.
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