THE SHORT ANSWER
Modelled kitchen and bathroom job values in Belgium run EUR 8,000 to EUR 25,000 in 2026, midpoint EUR 16,500. That midpoint carries 28 to 40 percent gross margin, which is EUR 4,600 to EUR 6,600. Winning the customer takes 5 to 8 exclusive leads at EUR 50 to EUR 100 each, so acquisition costs EUR 250 to EUR 700 and absorbs 3.8 to 15.6 percent of the margin on a single project.
Ask five kitchen and bathroom fitters in Belgium what an average job is worth and you will get five sincere, different answers. What follows is a modelled 2026 band for kitchen and bathroom work in Belgium, plus the two calculations that turn a band into a decision: gross margin on the midpoint, and the cost of putting a signed customer in front of it.
A narrower average would be more comforting and less true, because cabinetry and appliance tier, whether plumbing and electrics move, and floor area all move the number materially. The market adds its own layer: in Belgium, Flanders and Wallonia behave like two different auctions: Dutch-language clicks are more expensive because installer density is higher there.
The numbers, at a glance
Midpoint contract value: around EUR 16,500, inside a working band of EUR 8,000 to EUR 25,000 for kitchen and bathroom work in Belgium
What is left after materials and labour: EUR 4,600 to EUR 6,600 of gross margin, being 28 to 40 percent of the midpoint contract
Lead spend per signed customer: EUR 250 to EUR 700, at 5 to 8 exclusive leads each costing EUR 50 to EUR 100
Margin consumed by acquisition: 3.8 to 15.6 percent of one job's gross margin, counting nothing from repeat or referral work
The kitchen and bathroom band explained, from EUR 8,000 to EUR 25,000
Read the band as a description of one thing only: a complete installed project for a private homeowner in Belgium, excluding VAT. Commercial tenders, social housing frameworks and emergency call-outs all price differently and should never be averaged into it.
Three variables do most of the work, namely cabinetry and appliance tier, whether plumbing and electrics move, and floor area. Belgium is a market of roughly 11.8 million people split across two language regions, and the depth of that pool sets how much price pressure sits under every quote written into it.
EUR 8,000. Accessible property, standard specification, no surprises during the survey.
EUR 16,500. The typical quote, with a specification upgrade or two added after the first visit.
EUR 25,000. Wider scope, awkward access, or the premium option chosen in every category.
How Belgium compares with neighbouring markets
Job value tracks construction cost, and construction cost is not the same thing as advertising cost. Against a Benelux baseline of 1.00, Belgium carries a labour and materials index of 1.00. The same kitchen and bathroom work, expressed in euro so the markets read side by side:
Belgium (index 1.00) - EUR 8,000 to EUR 25,000
the Netherlands (index 1.04) - EUR 8,300 to EUR 26,000
Germany (index 1.06) - EUR 8,500 to EUR 26,500
Sweden (index 1.12) - EUR 8,950 to EUR 28,000
The spread is about labour rates, material logistics and what the local building stock demands, which is why a contractor benchmarking against the country next door usually finds the specification has changed as well as the price.
Why the average kitchen and bathroom job misleads
Averages in this trade are pulled upward by a small number of large projects. If three jobs in twenty come in near EUR 25,000, the mean stops describing the work you actually do and starts describing the work you occasionally win.
That matters commercially because acquisition budgets are set as a share of margin. Set them against an inflated mean and you overspend on every ordinary job to break even on the rare large one. The median of twenty signed contracts is the number to use, and in a band of EUR 8,000 to EUR 25,000 it usually sits below the midpoint of EUR 16,500 rather than above it.
Raising job value beats cutting lead price
Lead prices move by a few percent when you negotiate. Job value moves by tens of percent when you sell the right scope. For kitchen and bathroom work the reliable lever is appliance packages and worktop upgrades, which moves the same room from the bottom to the top of the band. On the EUR 16,500 midpoint, a 20 percent increase in scope is worth about EUR 3,300 of extra contract value, which is more than the entire acquisition cost of that customer.
Quote the full scope, not the requested scope. Present the minimum job and the complete job as two priced options on the same document.
Bundle work the mobilisation already pays for. Scaffolding, access and travel are sunk the moment you are on site.
Anchor high, then subtract. A customer removing items from a complete quote finishes above a customer adding items to a minimal one.
Sell the monthly figure. Finance changes which end of the kitchen and bathroom band a household considers realistic.
Moving the plumbing and the electrics is the biggest single swing
Keeping the sink, the soil stack and the consumer unit where they are can be the difference between a four day fit and a nine day one. Relocating a bathroom soil connection means lifting floors and often notifying building control. Moving a kitchen sink to an island means drainage falls, a new supply run and usually a new circuit. Each of those adds EUR 1,500 to EUR 4,000. Establish it at the first visit, because a customer who has already fallen in love with an island will accept the cost, while a customer who hears it after signing treats it as a price increase and remembers it in the review.
The Flemish renovation obligation is a standing source of large jobs
Since 2023, buyers of residential property in Flanders with a poor energy label have had to renovate to at least label D within five years of purchase. That converts a discretionary spend into a deadline, which is why renovation enquiries of every kind in Flanders cluster around recent property transactions. Energy measures are the obvious beneficiaries, but the effect reaches every trade, because a household that is already committed to works and living around them does the kitchen, the bathroom and the frames in the same window rather than spreading them over a decade. It pushes contract values up on both counts. Asking when the property was bought qualifies for budget, urgency and likely scope in a single question.
Deposits, stage payments and the cash a job this size ties up
A kitchen and bathroom contract at EUR 16,500 does not arrive as cash on completion. Materials are ordered weeks ahead, and on a job of this size that is commonly 40 to 55 percent of the contract value leaving your account before an invoice is raised.
A deposit of around 30 percent, which is EUR 4,950 here, plus a stage payment when materials are delivered, keeps the job close to cash neutral. Contractors who take a token deposit and invoice on completion are lending roughly EUR 7,400 per job at their own risk, and at eight or ten jobs running concurrently that is the entire working capital of the business sitting in other people's houses.
Supply and fit against fit only
Homeowners increasingly buy the kitchen or bathroom themselves and look for a fitter, which halves the contract value and removes the material margin entirely. Fit-only work is not automatically bad business: the day rate can be high and no working capital is tied up in goods. It is simply a different model and has to be priced as one. What damages contractors is drifting between the two, quoting supply and fit margins on labour that arrives with someone else's flat pack, missing parts and no recourse. Decide which business you are in, publish the difference, and charge for the extra days that customer-supplied goods reliably cost.
Flanders and Wallonia are two markets sharing one border
Belgian job values are not uniform. Flanders carries higher installer density, higher labour rates and a homeowner base that renovates more aggressively. Wallonia runs lower on both price and volume, with pockets around Brabant Wallon and parts of Liege that behave like Flemish figures. Support schemes are regional as well, with separate portals and separate conditions, so a contractor working both sides runs two administrative processes rather than one. Quoting nationally from a single price list means either leaving money behind in Antwerp or losing tenders in Hainaut, and usually both.
How to work out your own number instead of using this one
Pull your last twenty signed kitchen and bathroom contracts and take the median value rather than the mean, so one outlier project does not distort the figure.
Subtract materials and installation labour from each to get real gross margin, then take the median of that too.
Count how many enquiries it took to sign those twenty jobs, including the ones that never answered, to get your true leads-per-customer ratio.
Multiply that ratio by the lead price you are being quoted to get your actual cost per signed customer.
Divide that by your median gross margin. Above 25 percent, fix conversion or scope before you buy more volume.
How these figures were built
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 band is an industry base range for kitchen and bathroom multiplied by a Belgian construction cost index of 1.00, where the Benelux baseline is 1.00. Construction cost and advertising cost are modelled separately on purpose: cheap clicks and cheap labour do not reliably occur in the same market.
How Flock Leads prices this
If the arithmetic works at your conversion rate, this is what buying that volume costs outright, with no retainer sitting on top of it:
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.
Want leads like this in your pipeline?
Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.
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Related answers
Frequently asked questions
What is the average kitchen and bathroom job worth in Belgium in 2026?
Modelled at EUR 8,000 to EUR 25,000 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near EUR 16,500. The width is real: cabinetry and appliance tier, whether plumbing and electrics move, and floor area all move the figure materially.
Does this figure include VAT?
No. Every number here is exclusive of VAT, because rates on home improvement work vary by country, by measure and sometimes by the age of the property. Quote your customer inclusive if that is the local convention, but do your margin arithmetic exclusive, otherwise the tax looks like profit.
Why is the band so wide?
Because cabinetry and appliance tier, whether plumbing and electrics move, and floor area genuinely swings the price that much. A narrow average would be more comforting and less true. The useful move is to establish where your own typical job sits inside the band, then price your marketing against that point rather than against the midpoint.
How does this compare with what a lead costs?
A modelled exclusive kitchen and bathroom lead in Belgium runs EUR 50 to EUR 100, and it takes 5 to 8 of them to sign a customer. Against gross margin of EUR 4,600 to EUR 6,600 on the midpoint job, that is 3.8 to 15.6 percent of the margin from one project.
Why do you use a different index for job value and lead cost?
Because they measure different things. Lead prices track how many installers are bidding in a local advertising auction. Job values track labour rates and material logistics. Poland has cheap clicks and cheap labour, Ireland has mid-priced clicks and very expensive labour, and a single multiplier would misprice both.
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