THE SHORT ANSWER
Modelled windows and doors job values in Belgium run EUR 5,000 to EUR 12,000 in 2026, midpoint EUR 8,500. That midpoint carries 22 to 32 percent gross margin, which is EUR 1,850 to EUR 2,700. Winning the customer takes 4 to 6 exclusive leads at EUR 50 to EUR 100 each, so acquisition costs EUR 250 to EUR 550 and absorbs 8.8 to 30.5 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. Below is a 2026 band for windows and doors 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.
The band is wide on purpose. What moves a project from one end to the other is frame count, material choice between PVC, aluminium and timber, and glazing specification. Local context matters too: 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 5,000 to EUR 12,000 for a standard windows and doors job in Belgium, midpoint around EUR 8,500
Gross margin: 22 to 32 percent of contract value, which is EUR 1,850 to EUR 2,700 on the midpoint job
Cost to win one customer: EUR 250 to EUR 550 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: 8.8 to 30.5 percent of the gross margin on a single job, before any repeat or referral value
The windows and doors band explained, from EUR 5,000 to EUR 12,000
Read the band as a description of one thing only: a complete installed project for a private homeowner in Belgium, 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 frame count, material choice between PVC, aluminium and timber, and glazing specification. Belgium is a market of roughly 11.8 million people split across two language regions, and the depth of that pool sets how much price pressure sits under every quote written into it.
EUR 5,000. Accessible property, standard specification, no surprises during the survey.
EUR 8,500. The typical quote, with a specification upgrade or two added after the first visit.
EUR 12,000. Wider scope, awkward access, or the premium option chosen in every category.
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.
Raising job value beats cutting lead price
Lead prices move by a few percent when you negotiate. Job value moves by tens of percent when you sell the right scope. For windows and doors work the reliable lever is front and back doors alongside the frames, which adds 12 to 20 percent with no extra mobilisation. On the EUR 8,500 midpoint, a 20 percent increase in scope is worth about EUR 1,700 of extra contract value, which is more than the entire acquisition cost of that customer.
Quote the full scope, not the requested scope. Present the minimum job and the complete job as two priced options on the same document.
Bundle work the mobilisation already pays for. Scaffolding, access and travel are sunk the moment you are on site.
Anchor high, then subtract. A customer removing items from a complete quote finishes above a customer adding items to a minimal one.
Sell the monthly figure. Finance changes which end of the windows and doors band a household considers realistic.
Flanders and Wallonia are two markets sharing one border
Belgian job values are not uniform. Flanders carries higher installer density, higher labour rates and a homeowner base that renovates more aggressively. Wallonia runs lower on both price and volume, with pockets around Brabant Wallon and parts of Liege that behave like Flemish figures. Support schemes are regional as well, with separate portals and separate conditions, so a contractor working both sides runs two administrative processes rather than one. Quoting nationally from a single price list means either leaving money behind in Antwerp or losing tenders in Hainaut, and usually both.
Working capital at this contract value
Job value determines how much cash the business needs, not just how much it earns. On a EUR 8,500 project, materials and subcontract labour typically leave the account two to five weeks before the final invoice is paid, which is EUR 3,800 of exposure per job before anything goes wrong.
The remedy is structural rather than clever: a deposit near EUR 2,550 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 8,500 project is not a household that will pay the balance.
PVC, aluminium and timber are three different margin profiles
Material choice is the largest single determinant of contract value in this trade. PVC is the volume product with the thinnest margins and the deepest competition. Aluminium prices roughly 40 to 70 percent higher for the same aperture, sells on sightlines and large glazed openings, and holds better margin because fewer companies quote it credibly. Timber is a restoration product with long lead times, high material cost and buyers who are not collecting three quotes. Most window companies are unintentionally PVC businesses because that is what their website shows, and one credible aluminium reference project changes the mix of enquiries that arrive.
What that means for what a lead is worth
A modelled exclusive lead for windows and doors work in Belgium 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 250 to EUR 550 against gross margin of EUR 1,850 to EUR 2,700, so acquisition consumes 8.8 to 30.5 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.
Glazing specification is the upsell most people accept
Triple glazing, acoustic laminate, solar control coatings and warm edge spacers are cheap to add at manufacture and expensive to retrofit, which makes them the ideal option to present at quote stage. Acoustic glass sells itself on any road with traffic and typically adds 10 to 18 percent to the glass line for a marginal increase in fitting time. The mistake is offering it as a technical footnote. Offer it as a choice the customer can picture: this specification for the two bedrooms facing the road, standard units everywhere else, with both prices on the same page.
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 windows and doors work, expressed in euro so the markets read side by side:
Belgium (index 1.00) - EUR 5,000 to EUR 12,000
the Netherlands (index 1.04) - EUR 5,200 to EUR 12,500
Ireland (index 1.14) - EUR 5,700 to EUR 13,700
Italy (index 0.80) - EUR 4,000 to EUR 9,600
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.
How to work out your own number instead of using this one
Pull your last twenty signed windows and doors 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 windows and doors multiplied by a Belgian construction cost index of 1.00, 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
What is the average windows and doors job worth in Belgium in 2026?
Modelled at EUR 5,000 to EUR 12,000 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near EUR 8,500. The width is real: frame count, material choice between PVC, aluminium and timber, and glazing specification all move the figure materially.
Is job value in Belgium 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 windows and doors work?
22 to 32 percent of contract value is the working band, which is EUR 1,850 to EUR 2,700 on the EUR 8,500 midpoint job. Below 22 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 8,500 midpoint, acquisition is 8.8 to 30.5 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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