THE SHORT ANSWER
Exclusive solar panel leads run about EUR 90 to EUR 150 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 750 against a typical project value of EUR 7,000 to EUR 14,000, so the lead cost is around 2 to 11 percent of revenue. Volume is rarely the problem; response speed and qualification depth are.
The solar panel numbers you are planning against
Exclusive lead price: EUR 90 to EUR 150 in the Benelux baseline, before any country multiplier
Exclusive leads per signed customer: 3 to 5
Cost per acquired customer: EUR 270 to EUR 750
Typical project value: EUR 7,000 to EUR 14,000
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.
The fields a solar panel lead must arrive with
Any solar panel lead worth paying for should arrive with roof orientation, roof age, ownership, annual consumption 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.
The follow-up rhythm that works for solar
Solar decisions involve two people in the household and at least one comparison quote, so the sale rarely closes on the day. A rhythm that works: quote within forty-eight hours, one call three days later to walk through it rather than to ask for a decision, then a light touch at two weeks and again at six. Deals that go quiet at week three frequently revive at week eight, when a competitor has under-delivered or the next electricity bill has landed.
Who is actually on the other end of the form
The buyer is typically a homeowner comparing three quotes for a roof-mounted system. What moves them is electricity prices and payback-period anxiety. 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 solar panel work done, otherwise they would not have filled in a form.
What four extra jobs a month actually costs
Suppose you want four additional solar panel jobs a month. At 3 to 5 exclusive leads per customer you need 12 to 20 leads, which costs roughly EUR 1,080 to EUR 3,000. Those four jobs are worth EUR 28,000 to EUR 56,000 in revenue.
Work backwards from your own close rate rather than ours. If you close better than one in 5, 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.
What the first call has to establish, in order
Roof orientation and shading first, because a north-facing roof with a mature tree beside it ends the conversation before anyone wastes an hour on it. Then annual consumption in kilowatt hours, because that decides system size and therefore price. Then whether they own the property and whether the roof has been re-covered in the last decade. Only then the payback conversation. Installers who lead with payback lose on price, because they have taught the homeowner to compare a single number.
Why the site visit is your highest-leverage hour
Solar is one of the few trades where a twenty-minute roof inspection changes the price materially: scaffolding access, cable route length and meter cupboard space can swing the job by four figures. Quoting from aerial imagery alone means either padding every quote and losing on price, or quoting tight and eating the difference. Book the visit on the first call, not after a phone quote, and the conversion rate from visit to signature is far higher than from quote to signature.
How Flock Leads prices this
Flock Leads sells solar panel 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 solar panel lead cost?
Exclusive solar panel leads run about EUR 90 to EUR 150 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 solar panel 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.
What information should a solar panel lead include?
At minimum roof orientation, roof age, ownership, annual consumption and timeline. If those fields are missing, the enquiry has not been qualified.
Is it better to buy solar panel 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 solar panel installers do both: bought leads for baseline volume, own ads for margin.
Do I need a bigger budget in the solar panels peak?
Yes, and you should commit it four to six weeks early. Demand peaks spring and early summer, and by the time the peak is visible in your enquiry count the auction has already repriced.
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