THE SHORT ANSWER
Modelled kitchen and bathroom job values in Sweden run SEK 101,250 to SEK 316,400 in 2026, midpoint SEK 208,800. That midpoint carries 28 to 40 percent gross margin, which is SEK 58,450 to SEK 83,550. Winning the customer takes 5 to 8 exclusive leads at SEK 750 to SEK 1,300 each, so acquisition costs SEK 3,650 to SEK 10,600 and absorbs 4.4 to 18.1 percent of the margin on a single project.
Contractors quote job value from memory, and memory drifts upward in a good year and downward in a bad one. What follows is a modelled 2026 band for kitchen and bathroom work in Sweden, 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.
Treat the width of the band as information rather than vagueness. The variables are cabinetry and appliance tier, whether plumbing and electrics move, and floor area, and on top of them sits the market itself: in Sweden, small populations plus high click prices make this one of the most expensive markets per lead in Europe, which is exactly why exclusivity matters more here.
The numbers, at a glance
Midpoint contract value: around SEK 208,800, inside a working band of SEK 101,250 to SEK 316,400 for kitchen and bathroom work in Sweden
What is left after materials and labour: SEK 58,450 to SEK 83,550 of gross margin, being 28 to 40 percent of the midpoint contract
Lead spend per signed customer: SEK 3,650 to SEK 10,600, at 5 to 8 exclusive leads each costing SEK 750 to SEK 1,300
Margin consumed by acquisition: 4.4 to 18.1 percent of one job's gross margin, counting nothing from repeat or referral work
The kitchen and bathroom band explained, from SEK 101,250 to SEK 316,400
Read the band as a description of one thing only: a complete installed project for a private homeowner in Sweden, 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. Sweden is a small market of roughly 10.6 million people, and the depth of that pool sets how much price pressure sits under every quote written into it.
SEK 101,250. Accessible property, standard specification, no surprises during the survey.
SEK 208,800. The typical quote, with a specification upgrade or two added after the first visit.
SEK 316,400. Wider scope, awkward access, or the premium option chosen in every category.
The ROT deduction applies to labour only, so the split matters
Sweden's ROT allowance lets households deduct a share of the labour cost of renovation work from their tax, applied at invoicing by the contractor and capped per person per year. Materials are excluded. That single rule shapes Swedish quoting: the labour and material split on your invoice determines directly what the customer pays, it has to be defensible, and the deduction is claimed through you rather than by them. Presenting it clearly on the quote lifts conversion. Inflating the labour share to flatter the net price is a risk you are taking with Skatteverket, not with the customer.
Bathrooms are smaller jobs with better margin per working day
A full bathroom typically prices at a third to a half of a kitchen, which makes it look like the lesser job, and on margin per day it usually is not. A bathroom is a tight, high-detail room where tiling, waterproofing and second-fix skill are the whole value, and customers judge it on finish rather than on brand. Turnaround is five to eight days against two to three weeks, so one crew can complete three or four in the time a single kitchen takes. If your enquiry flow produces both, run the arithmetic on margin per crew day before you decide which to prioritise.
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.
Contract value against gross margin
Contract value is the figure contractors quote each other. Gross margin is the figure that pays wages. For kitchen and bathroom work in Sweden the gap between them is 60 to 72 percent of the contract, so the SEK 208,800 midpoint leaves SEK 58,450 to SEK 83,550 behind.
Overheads, vehicles, insurance and the owner's own salary all come out of that, which means the money genuinely available to win the next customer is a fraction of the margin rather than the whole of it. Decide what share you will spend on acquisition before you look at any supplier price list. Established kitchen and bathroom fitters tend to land between 10 and 20 percent of gross margin. Businesses in a deliberate growth phase run at 30 and accept that payback arrives on the second job.
What a block of leads has to produce to pay for itself
Work the package price backwards. Take 25 exclusive leads for EUR 1,750. At 5 to 8 leads per signed customer that is 3 to 5 jobs. At the EUR 18,500 midpoint that is EUR 55,450 to EUR 92,400 of contract value and EUR 15,500 to EUR 36,950 of gross margin, against a lead spend of EUR 1,750.
The block pays for itself on the first signed job and everything after that is return. That is the honest test of any lead purchase at this job value: not whether the price per lead feels high, but how many jobs the block has to produce before it breaks even, and whether that number is one or four.
The bostadsraettsfoerening is a buyer, not a homeowner
A large share of Swedish urban housing is held through a bostadsraettsfoerening, a housing cooperative where residents own a right to occupy and the association owns the building itself. The association commissions everything structural: roofs, facades, windows, plumbing stacks, shared heating. Those contracts are planned years ahead against an underhaallsplan, a maintenance plan, put out to tender, and decided by a volunteer board with a professional manager advising. They are large, slow and competitive on documentation rather than on charm. Two things follow. Qualify tenure on the first call, because a resident cannot commission work on the building envelope and an enquiry from one is not a lead in the way it looks. And if you want association work, get on the tender lists rather than waiting for the phone.
Use your median job, not your average job
The mean is the wrong statistic for a contractor. One kitchen and bathroom project at the top of the band drags the average above anything you will quote next week, and a marketing budget built on it overspends quietly for months.
Take the median of your last twenty signed contracts instead. In a band of SEK 101,250 to SEK 316,400 the mean typically sits 8 to 15 percent above the median, because the distribution has a long right tail and no left one: there is a floor below which the job is not worth doing, and no ceiling above it. Budget against the median and let the large jobs be upside rather than assumption.
When these numbers say do not buy leads
Be willing to reach the negative conclusion. If acquisition already consumes more than a quarter of gross margin at this job value, buying more volume makes the problem bigger rather than smaller. Here that line is crossed at roughly SEK 14,600 per signed customer, and the modelled cost is SEK 3,650 to SEK 10,600.
Three situations where the honest answer is no. You cannot call a new enquiry within an hour during working hours. Your quote-to-win rate on kitchen and bathroom work is below one in eight. Or your diary is already full for the next six weeks, in which case extra leads become slower callbacks on all of them rather than extra jobs. Fix the constraint first; the leads will still be for sale next month.
Five numbers to pull from your own accounts this week
Median contract value across the last twenty signed kitchen and bathroom jobs in Sweden, taken from invoices rather than from quotes.
Median gross margin on those same twenty, after materials and installation labour but before overheads.
Total enquiries received in the same period, counting the ones that never answered the phone, so the ratio is honest.
Median time from enquiry to first call attempt, which is the variable that moves cost per customer furthest.
Acquisition cost as a percentage of median gross margin. That single percentage is what you compare across suppliers, markets and years.
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. Every figure derives from two inputs: a base band for kitchen and bathroom work and a labour and materials index of 1.12 for Sweden against a Benelux baseline of 1.00. The index is not the ad auction multiplier, and treating the two as one number is the most common error in cross-border benchmarking. Figures are modelled in euro and converted at 11.30 SEK per EUR 1, so the local number is indicative rather than a spot price.
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.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
What is the average kitchen and bathroom job worth in Sweden in 2026?
Modelled at SEK 101,250 to SEK 316,400 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near SEK 208,800. The width is real: cabinetry and appliance tier, whether plumbing and electrics move, and floor area all move the figure materially.
Is job value in Sweden rising or falling in 2026?
Material prices have largely stabilised after the volatility of the early decade, while installation labour remains the tighter constraint across most of Western Europe. The practical effect is that job values drift upward slowly and the labour component grows as a share of each quote. Re-check your own median twice a year rather than trusting a published figure.
What gross margin should I expect on kitchen and bathroom work?
28 to 40 percent of contract value is the working band, which is SEK 58,450 to SEK 83,550 on the SEK 208,800 midpoint job. Below 28 percent you are either buying materials badly or quoting labour at a rate that does not cover a wet week.
How much should I spend on winning one customer?
Set it as a share of gross margin rather than as an absolute. Ten to 20 percent of margin is normal for an established business, and 30 percent is a deliberate growth position that pays back on the second and third job. Here 20 percent of margin would be about SEK 11,700 per signed customer.
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.
NEED A CLEARER PLAN?
Let’s turn your next move into momentum.
Talk to us →