THE SHORT ANSWER
A typical roofing project in the Netherlands lands at EUR 6,250 to EUR 15,600 in 2026, with a midpoint near EUR 10,900. Gross margin on that midpoint is usually 25 to 35 percent, or EUR 2,750 to EUR 3,800. 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 25.3 percent of the gross margin on one job.
Job value is the number every other commercial decision divides into, which is why roughly right beats precisely wrong. What follows is a modelled 2026 band for roofing work in the Netherlands, 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.
The band is wide on purpose. What moves a project from one end to the other is surface area, whether the structure underneath needs work, and scaffolding access. Local context matters too: in the Netherlands, Dutch homeowners compare quotes online more aggressively than any other market in this list, so lead-to-quote rates are high but so is competition.
The numbers, at a glance
Typical project value: EUR 6,250 to EUR 15,600 for a standard roofing job in the Netherlands, midpoint around EUR 10,900
Gross margin: 25 to 35 percent of contract value, which is EUR 2,750 to EUR 3,800 on the midpoint job
Cost to win one customer: EUR 300 to EUR 700 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 25.3 percent of the gross margin on a single job, before any repeat or referral value
The roofing band explained, from EUR 6,250 to EUR 15,600
Read the band as a description of one thing only: a complete installed project for a private homeowner in the Netherlands, 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 surface area, whether the structure underneath needs work, and scaffolding access. The Netherlands is a market of roughly 17.9 million people with very high internet penetration, and the depth of that pool sets how much price pressure sits under every quote written into it.
EUR 6,250. Accessible property, standard specification, no surprises during the survey.
EUR 10,900. The typical quote, with a specification upgrade or two added after the first visit.
EUR 15,600. Wider scope, awkward access, or the premium option chosen in every category.
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.
A large slice of Dutch housing is decided by a committee
Roughly a fifth of Dutch homes sit in apartment buildings governed by a Vereniging van Eigenaren, the owners' association, and anything touching the roof, the facade, the frames or the shared services needs a vote at the members' meeting. Meetings are often annual. The sales cycle is measured in months, the decision maker is a board or a managing agent rather than a householder, and the contract when it lands covers a whole block rather than one dwelling, which puts it an order of magnitude above the private band. The mistake is running these enquiries through the same pipeline as private work and writing them off when nobody signs in three weeks. Ask on the first call whether the property is part of a VvE, and if it is, quote for the building and diarise the meeting date.
How the Netherlands 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, the Netherlands carries a labour and materials index of 1.04. The same roofing work, expressed in euro so the markets read side by side:
the Netherlands (index 1.04) - EUR 6,250 to EUR 15,600
Belgium (index 1.00) - EUR 6,000 to EUR 15,000
France (index 0.98) - EUR 5,900 to EUR 14,700
Austria (index 1.05) - EUR 6,300 to EUR 15,750
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.
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 the Netherlands the gap between them is 65 to 75 percent of the contract, so the EUR 10,900 midpoint leaves EUR 2,750 to EUR 3,800 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 that means for what a lead is worth
A modelled exclusive lead for roofing work in the Netherlands costs EUR 50 to EUR 100, and it takes 4 to 6 of them to sign one customer, because some enquiries never answer, some quotes lose and some projects are not ready. That puts the cost of a signed customer at EUR 300 to EUR 700 against gross margin of EUR 2,750 to EUR 3,800, so acquisition consumes 7.6 to 25.3 percent of the margin on a single job.
At the favourable end that is comfortably profitable on the first job alone. At the unfavourable end it works only if you convert above average, sell the fuller scope, or earn repeat and referral work. Which end you land on is mostly a function of how quickly you answer the phone, not how hard you negotiate the lead price.
Break-even on a block of 10 leads
A single lead price is hard to judge. A block is not. 10 exclusive leads cost EUR 750 and should convert into 1 to 2 signed roofing jobs at a midpoint of EUR 10,900 each, which is EUR 10,900 to EUR 21,850 of work booked and EUR 2,750 to EUR 7,650 of gross margin.
Break-even therefore arrives inside the first job. The useful question is not whether EUR 75 per lead is expensive in the abstract, but what happens to that arithmetic if your conversion is half the modelled rate, because that is the scenario worth planning for.
Repair, overhaul or replacement: the middle option is the trap
Roofing enquiries arrive as repairs and should convert as replacements. A patch on a roof past twenty-five years is a EUR 400 job that brings the customer back within two winters, usually annoyed. A full replacement is a EUR 9,000 job with a guarantee behind it. The dangerous middle is the partial strip: half a roof relaid to save money, which costs almost the same in scaffolding and access, carries the same risk and prices at two thirds. If the substrate is at end of life, quote the repair and the replacement side by side and let the customer choose with both numbers visible.
Two jobs in the same house can carry very different tax
Dutch VAT on home improvement is not uniform. Since January 2023 the supply and installation of solar panels on and near homes is zero rated, while most other installation and fitting work stays at the standard 21 percent. A household weighing one measure against another is therefore comparing inclusive prices that were built on different rules, and the gap has nothing to do with either contractor's margin. Two practical points. Always state which rate you have applied and why, because the customer has seen a neighbour's quote built on a different basis. And where your work is standard rated, put the argument on scope, warranty and start date rather than on headline price, because on price alone you are losing a comparison you never entered.
How to work out your own number instead of using this one
Pull your last twenty signed roofing 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 roofing multiplied by a Dutch construction cost index of 1.04, 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
How much does a roofing project cost in the Netherlands?
Between EUR 6,250 to EUR 15,600 for a private household in 2026, midpoint around EUR 10,900, 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.
Is job value in the Netherlands 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.
How does this compare with what a lead costs?
A modelled exclusive roofing lead in the Netherlands runs EUR 50 to EUR 100, and it takes 4 to 6 of them to sign a customer. Against gross margin of EUR 2,750 to EUR 3,800 on the midpoint job, that is 7.6 to 25.3 percent of the margin from one project.
What gross margin should I expect on roofing work?
25 to 35 percent of contract value is the working band, which is EUR 2,750 to EUR 3,800 on the EUR 10,900 midpoint job. Below 25 percent you are either buying materials badly or quoting labour at a rate that does not cover a wet week.
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