THE SHORT ANSWER
Exclusive windows and doors leads run about EUR 60 to EUR 95 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 240 to EUR 570 against a typical project value of EUR 5,000 to EUR 12,000, so the lead cost is around 2 to 11 percent of revenue. Volume is rarely the problem; response speed and qualification depth are.
The economics of a windows and doors lead
Exclusive lead price: EUR 60 to EUR 95 in the Benelux baseline, before any country multiplier
Exclusive leads per signed customer: 4 to 6
Cost per acquired customer: EUR 240 to EUR 570
Typical project value: EUR 5,000 to EUR 12,000
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 8,500 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.
What four extra jobs a month actually costs
Suppose you want four additional windows and doors jobs a month. At 4 to 6 exclusive leads per customer you need 16 to 24 leads, which costs roughly EUR 960 to EUR 2,280. Those four jobs are worth EUR 20,000 to EUR 48,000 in revenue.
Work backwards from your own close rate rather than ours. If you close better than one in 6, 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.
Doors are a different sale from windows
A front door is an appearance and security purchase with a short decision cycle and healthy margin; windows are an efficiency and comfort purchase compared across three quotes. Bundling them into one total lets the homeowner shop the whole thing on price. Quoting the door separately, with its own visual and its own lock specification, frequently produces a signed door within a week while the window decision is still running, which improves cash flow and builds trust for the larger job.
The fields a windows and doors lead must arrive with
Any windows and doors lead worth paying for should arrive with number of frames, material preference, 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 to hold price against the national chains
The chains compete on a discounted headline price and an aggressive close, and matching them is a losing game for a local company. What beats them is specificity: the exact profile and glazing unit named, the U-value stated, the fitter identified, the making-good and disposal included in writing, and a real lead time. Homeowners who have sat through one high-pressure chain appointment are unusually receptive to a quote that simply says what will happen and when.
Counting the frames is the whole first call
A window enquiry is worthless until you know how many frames, what sizes, what material they want and what is there now. Whole-house replacement and two draughty windows are different businesses with different margins, and the enquiry form rarely distinguishes them. Ask for a frame count and one photograph of the worst window before you book anything. It also tells you immediately whether you are quoting against a national chain, which changes how you position.
Who the enquiry actually comes from
The buyer is typically a homeowner replacing single or early double glazing. What moves them is draughts, noise and energy bills. 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 windows and doors work done, otherwise they would not have filled in a form.
How Flock Leads prices this
Flock Leads sells windows and doors 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 windows and doors lead cost?
Exclusive windows and doors leads run about EUR 60 to EUR 95 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 windows and doors job?
EUR 240 to EUR 570 per signed customer, against a typical project value of EUR 5,000 to EUR 12,000. That is 2 to 11 percent of revenue.
When is the best time to buy windows and doors leads?
Four to six weeks before the peak, which for windows and doors work is late winter and spring. Buying during the peak itself means bidding against every competitor at the same moment.
What information should a windows and doors lead include?
At minimum number of frames, material preference, ownership and timeline. If those fields are missing, the enquiry has not been qualified.
How quickly should I call a windows and doors lead?
Inside five minutes during working hours. On windows and doors 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.
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