THE SHORT ANSWER
A typical roofing project in Belgium lands at EUR 6,000 to EUR 15,000 in 2026, with a midpoint near EUR 10,500. Gross margin on that midpoint is usually 25 to 35 percent, or EUR 2,600 to EUR 3,700. Against a modelled cost per lead of EUR 50 to EUR 100 and 4 to 6 exclusive leads per signed customer, acquisition consumes roughly 7.6 to 25.1 percent of the gross margin on one job.
The average job value question looks like accounting trivia until you try to set a marketing budget without it. Below is a 2026 band for roofing projects in Belgium and, more usefully, what happens when you divide it: margin on the midpoint job, and what winning that job costs before a single tool comes off the van.
Treat the width of the band as information rather than vagueness. The variables are surface area, whether the structure underneath needs work, and scaffolding access, and on top of them sits the market itself: 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
Typical project value: EUR 6,000 to EUR 15,000 for a standard roofing job in Belgium, midpoint around EUR 10,500
Gross margin: 25 to 35 percent of contract value, which is EUR 2,600 to EUR 3,700 on the midpoint job
Cost to win one customer: EUR 300 to EUR 650 in lead spend, assuming 4 to 6 exclusive leads per signed job at EUR 50 to EUR 100 each
Acquisition as a share of margin: 7.6 to 25.1 percent of the gross margin on a single job, before any repeat or referral value
Where the roofing number comes from in Belgium
Everything here is a complete installed job for a private household, excluding VAT and excluding competitively tendered work. Emergency repairs are excluded too: urgency prices on availability rather than on scope, and mixing the two produces an average that describes neither.
Inside that definition the spread comes from surface area, whether the structure underneath needs work, and scaffolding access. Belgium is a market of roughly 11.8 million people split across two language regions, which is the pool every one of those quotes is written into.
Around EUR 6,000 for the simple version of this job on an accessible property.
Around EUR 10,500 for the version most quotes describe, including the upgrades customers ask for once they have seen the first price.
Around EUR 15,000 once scope, access or specification all move in the same direction.
Staged invoicing is normal here, and it is what keeps jobs solvent
On projects above roughly EUR 10,000 Belgian homeowners expect and accept a payment schedule: a deposit at order, one or more instalments against milestones, and the balance at handover. Use it. Materials for a job this size are ordered weeks before the final invoice, and a contractor funding that from their own account is financing the customer at their own risk. A schedule written into the order confirmation is also the cheapest way to discover early that a household cannot actually afford the project it has specified.
The 6 percent VAT rate changes what the customer thinks the job costs
Belgium applies a reduced VAT rate of 6 percent to renovation work on private homes older than ten years, against a standard rate of 21 percent. On a EUR 12,000 project that is a difference of about EUR 1,800 in what the household actually pays, and it is the figure they compare between quotes. Two things follow. Establish the age of the dwelling before you quote, because applying the wrong rate is your liability rather than the customer's. And do your own margin arithmetic exclusive of VAT, because a contractor who mentally banks the inclusive figure is counting the tax authority's money as profit.
The lever is scope, not negotiation
Every ratio on this page improves faster from the revenue side than from the cost side. Adding insulation and gutter renewal to a roofing job adds 10 to 25 percent for work the scaffolding is already paid for, and it is sold to a household that has already chosen you. Winning one more customer at the same margin costs EUR 300 to EUR 650 in lead spend; upgrading the scope of one you have already won costs a better quote and twenty minutes.
Price the option, do not mention it. An option with a number attached is bought roughly three times as often as an option described in a sentence.
Put both versions on one page. Two priced columns beat two separate documents, because the comparison is the sale.
Give the upgrade a reason that is not money. Noise, comfort, disruption avoided later, and a guarantee that covers the whole job rather than half of it.
Pricing per square metre works until it does not
A rate per square metre is a useful sanity check and a poor quoting method. It holds on a simple gable roof with easy access and breaks on anything with valleys, dormers, hips, chimneys or a conservatory in the way, because the detailing around each of those is measured in hours rather than area. One dormer can absorb a day of labour on a roof that priced at three days in total. Rate the area, then add the details as counted items with their own hours attached, and your quotes stop being a lottery you happen to win most weeks.
What is actually left after materials and labour
Strip materials and installation labour out of a roofing contract in Belgium and 25 to 35 percent remains. On the EUR 10,500 midpoint that is EUR 2,600 to EUR 3,700, and it is the only figure on this page with any bearing on whether a marketing budget is affordable.
Two businesses with identical turnover can therefore have completely different capacity to buy work. Before comparing your acquisition spend with anyone else's, convert it into a percentage of gross margin. Ten percent is conservative, 20 percent is normal, and above 30 percent you are financing growth out of next year's profit, which is a legitimate decision but should be a decision rather than an accident.
Pitch, access and scaffolding set the floor of any roofing price
Two roofs with identical surface area can differ by 40 percent in price, and the reason is almost never the tiles. A pitch above 35 degrees needs roof ladders and slows every trip. A terraced house with no side access means everything is carried through the property. A three-storey elevation over a conservatory needs a designed scaffold rather than a standard tower. Scaffolding alone commonly runs EUR 1,200 to EUR 4,000 on a domestic re-roof and is the line most often underestimated. Photograph all four elevations before pricing, and treat any job where you have not seen the access as unpriced.
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 roofing work, expressed in euro so the markets read side by side:
Belgium (index 1.00) - EUR 6,000 to EUR 15,000
the Netherlands (index 1.04) - EUR 6,250 to EUR 15,600
Austria (index 1.05) - EUR 6,300 to EUR 15,750
Sweden (index 1.12) - EUR 6,700 to EUR 16,800
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.
The case against paid lead generation at this job value
The arithmetic on this page can point the other way, and pretending otherwise is how contractors lose a quarter. At EUR 2,600 to EUR 3,700 of gross margin on the midpoint job, acquisition stops being sensible somewhere above EUR 650 per signed customer, and the modelled figure sits at EUR 300 to EUR 650.
So test yourself before you test a supplier. If your median time to first call attempt is measured in hours, if you quote fewer than half the enquiries you receive, or if you are already turning work away, more volume will not help. In each of those cases the cheapest available improvement is internal and costs nothing per lead.
Five numbers to pull from your own accounts this week
Median contract value across the last twenty signed roofing jobs in Belgium, 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 roofing work and a labour and materials index of 1.00 for Belgium 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.
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 roofing job worth in Belgium in 2026?
Modelled at EUR 6,000 to EUR 15,000 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near EUR 10,500. The width is real: surface area, whether the structure underneath needs work, and scaffolding access all move the figure materially.
Why is the band so wide?
Because surface area, whether the structure underneath needs work, and scaffolding access 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.
What gross margin should I expect on roofing work?
25 to 35 percent of contract value is the working band, which is EUR 2,600 to EUR 3,700 on the EUR 10,500 midpoint job. Below 25 percent you are either buying materials badly or quoting labour at a rate that does not cover a wet week.
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.
Does a higher job value make lead buying easier?
Usually, yes, because the lead price is close to fixed while the margin scales with the contract. At the EUR 10,500 midpoint, acquisition is 7.6 to 25.1 percent of gross margin. Raise the average job by a fifth and that percentage falls by roughly the same proportion without a single change to what you pay per lead.
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