THE SHORT ANSWER
Modelled roofing job values in France run EUR 5,900 to EUR 14,700 in 2026, midpoint EUR 10,300. That midpoint carries 25 to 35 percent gross margin, which is EUR 2,550 to EUR 3,600. Winning the customer takes 4 to 6 exclusive leads at EUR 50 to EUR 100 each, so acquisition costs EUR 300 to EUR 650 and absorbs 7.9 to 26.1 percent of the margin on a single project.
The average job value question looks like accounting trivia until you try to set a marketing budget without it. This page gives a modelled band for roofing work in France in 2026, then does the arithmetic that makes a band useful: what it leaves as gross margin, and how much of that margin a customer costs to win.
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 France, the Paris region behaves like a separate, more expensive market from the rest of the country, so a national average hides a factor of two.
The numbers, at a glance
Midpoint contract value: around EUR 10,300, inside a working band of EUR 5,900 to EUR 14,700 for roofing work in France
What is left after materials and labour: EUR 2,550 to EUR 3,600 of gross margin, being 25 to 35 percent of the midpoint contract
Lead spend per signed customer: EUR 300 to EUR 650, at 4 to 6 exclusive leads each costing EUR 50 to EUR 100
Margin consumed by acquisition: 7.9 to 26.1 percent of one job's gross margin, counting nothing from repeat or referral work
Where the roofing number comes from in France
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. France is a market of roughly 68 million people spread over a large surface area, which is the pool every one of those quotes is written into.
Around EUR 5,900 for the simple version of this job on an accessible property.
Around EUR 10,300 for the version most quotes describe, including the upgrades customers ask for once they have seen the first price.
Around EUR 14,700 once scope, access or specification all move in the same direction.
Use your median job, not your average job
The mean is the wrong statistic for a contractor. One roofing 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 EUR 5,900 to EUR 14,700 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.
How France 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, France carries a labour and materials index of 0.98. The same roofing work, expressed in euro so the markets read side by side:
France (index 0.98) - EUR 5,900 to EUR 14,700
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.
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.
Contract value against gross margin
Contract value is the figure contractors quote each other. Gross margin is the figure that pays wages. For roofing work in France the gap between them is 65 to 75 percent of the contract, so the EUR 10,300 midpoint leaves EUR 2,550 to EUR 3,600 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 roofers 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 you find when the tiles come off
Battens, felt, decking and occasionally rafters are unknown until the covering is stripped, and on a pre-1970 roof something is wrong more often than not. Contractors who absorb that discover their margin was theoretical. The professional answer is a provisional sum: a stated rate per square metre for replacement decking and a stated rate per rafter, agreed in the contract, with photographs sent the day it is found. Customers accept it when it was in the quote and refuse it when it arrives as a surprise. It also raises average job value honestly, because the work genuinely happens on a meaningful share of roofs.
TVA at 5.5 percent, and the trap of quoting the wrong rate
France applies a reduced VAT rate of 5.5 percent to qualifying energy-improvement work in dwellings completed more than two years ago, 10 percent to other renovation work and 20 percent as standard. The customer sees a materially different total depending on which applies, and the contractor is responsible for the classification and for holding the client attestation. Mixed jobs are where this goes wrong: an insulation measure at 5.5 percent alongside decorative work at 10 percent has to be split on the invoice rather than averaged across it.
Working capital at this contract value
Job value determines how much cash the business needs, not just how much it earns. On a EUR 10,300 project, materials and subcontract labour typically leave the account two to five weeks before the final invoice is paid, which is EUR 4,650 of exposure per job before anything goes wrong.
The remedy is structural rather than clever: a deposit near EUR 3,100 at order, a stage payment against delivery, and a final invoice on handover rather than thirty days after it. It also functions as a qualification tool. A household that cannot pay a deposit on a EUR 10,300 project is not a household that will pay the balance.
Ile-de-France prices like a separate country
Paris and the inner suburbs run 20 to 30 percent above the French national figure on almost every trade, for reasons that are practical rather than mysterious: parking permits, restricted delivery windows, hoists instead of ladders, apartment access and a labour pool that can charge accordingly. Outside the region, Occitanie and Nouvelle-Aquitaine sit below the national average. One national price list therefore either loses work in Toulouse or works for nothing in the 15th arrondissement. Quote by department, and inside the peripherique price the logistics as their own line.
Five numbers to pull from your own accounts this week
Median contract value across the last twenty signed roofing jobs in France, 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. The band is an industry base range for roofing multiplied by a French construction cost index of 0.98, 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
Set against the margin numbers on this page, here is the actual price of buying exclusive enquiries rather than generating them:
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
How much does a roofing project cost in France?
Between EUR 5,900 to EUR 14,700 for a private household in 2026, midpoint around EUR 10,300, excluding VAT and excluding competitively tendered work. Where a specific job lands depends on surface area, whether the structure underneath needs work, and scaffolding access.
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.
How does this compare with what a lead costs?
A modelled exclusive roofing lead in France runs EUR 50 to EUR 100, and it takes 4 to 6 of them to sign a customer. Against gross margin of EUR 2,550 to EUR 3,600 on the midpoint job, that is 7.9 to 26.1 percent of the margin from one project.
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 EUR 500 per signed customer.
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 10,300 midpoint, acquisition is 7.9 to 26.1 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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