THE SHORT ANSWER
A qualified lead has cleared five checks: the person owns or controls the property, sits inside your service area, wants a job you actually sell, has a timeline inside ninety days, and holds a budget expectation within range of real prices. Applying all five removes 30 to 50 percent of raw form fills, and the survivors typically close about twice as often.
The five filters, in order of how much waste they remove
Ownership or decision authority. Tenants cannot approve structural work. This single filter removes the largest slice of unusable enquiries in most trades.
Service area, at postcode level. Region-level targeting quietly delivers enquiries two hours from your depot. Postcode-level matching is the difference between a lead and a complaint.
Job type. An installer who does not do flat roofs should never receive a flat-roof enquiry, however well qualified it otherwise is.
Timeline. Inside ninety days is a buyer. Beyond twelve months is research. Both are legitimate, but they are not the same product and should not carry the same price.
Budget realism. Not a precise figure, just whether the expectation is inside the same order of magnitude as your real quotes.
What qualification does to your unit economics
Suppose 100 raw form fills at EUR 30 each: EUR 3,000. Forty percent are unusable, so 60 real prospects at an effective EUR 50 each, and your team burned forty conversations discovering that.
Now buy 60 pre-qualified leads at EUR 75: EUR 4,500. You paid EUR 1,500 more and saved forty pointless conversations. At any honest valuation of a salesperson's hour, that trade is heavily positive, and the close rate on the qualified set is higher on top.
Filters that sound useful and are not
Asking for a precise budget up front depresses conversion sharply without improving quality, because homeowners genuinely do not know what a roof costs. Asking for a preferred brand does the same. Long forms feel rigorous and mostly filter for patience rather than intent.
The reliable signals are ownership, postcode, job type and timeline. Four fields, asked plainly.
Verification versus qualification
Verification confirms the contact details work: the phone number connects, the email is deliverable, the address exists. Qualification confirms the person is a buyer for your service.
A supplier can offer verification without qualification, and many do. Ask which one you are paying for, because the price difference between the two is roughly double.
How Flock Leads prices this
Flock's packages are priced on qualified, exclusive volume, so the number you buy is the number you can work:
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.
Related answers
Frequently asked questions
Does qualification reduce lead volume?
Yes, by 30 to 50 percent against raw form fills. That is the point: you are paying for the survivors instead of paying to discover them yourself.
Who should do the qualifying?
Whoever owns the form. Qualification after delivery is just your sales team doing unpaid triage.
What is a fair replacement policy?
Wrong number, wrong area or wrong job type should be replaced free. Five to ten percent of any feed will fall into that bucket, and a supplier who denies it is not being straight with you.
How does Flock qualify?
Flock filters on ownership, postcode, job type and timeline before delivery, and replaces leads that fail those checks.
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