THE SHORT ANSWER
Modelled windows and doors job values in the Netherlands run EUR 5,200 to EUR 12,500 in 2026, midpoint EUR 8,850. That midpoint carries 22 to 32 percent gross margin, which is EUR 1,950 to EUR 2,850. Winning the customer takes 4 to 6 exclusive leads at EUR 50 to EUR 100 each, so acquisition costs EUR 250 to EUR 600 and absorbs 8.9 to 30.6 percent of the margin on a single project.
Ask five window and door companies in the Netherlands what an average job is worth and you will get five sincere, different answers. What follows is a modelled 2026 band for windows and doors 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.
A narrower average would be more comforting and less true, because frame count, material choice between PVC, aluminium and timber, and glazing specification all move the number materially. The market adds its own layer: 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 5,200 to EUR 12,500 for a standard windows and doors job in the Netherlands, midpoint around EUR 8,850
Gross margin: 22 to 32 percent of contract value, which is EUR 1,950 to EUR 2,850 on the midpoint job
Cost to win one customer: EUR 250 to EUR 600 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: 8.9 to 30.6 percent of the gross margin on a single job, before any repeat or referral value
The windows and doors band explained, from EUR 5,200 to EUR 12,500
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 frame count, material choice between PVC, aluminium and timber, and glazing specification. 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 5,200. Accessible property, standard specification, no surprises during the survey.
EUR 8,850. The typical quote, with a specification upgrade or two added after the first visit.
EUR 12,500. Wider scope, awkward access, or the premium option chosen in every category.
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.
Contract value against gross margin
Contract value is the figure contractors quote each other. Gross margin is the figure that pays wages. For windows and doors work in the Netherlands the gap between them is 68 to 78 percent of the contract, so the EUR 8,850 midpoint leaves EUR 1,950 to EUR 2,850 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 window and door companies 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.
Why the average windows and doors job misleads
Averages in this trade are pulled upward by a small number of large projects. If three jobs in twenty come in near EUR 12,500, the mean stops describing the work you actually do and starts describing the work you occasionally win.
That matters commercially because acquisition budgets are set as a share of margin. Set them against an inflated mean and you overspend on every ordinary job to break even on the rare large one. The median of twenty signed contracts is the number to use, and in a band of EUR 5,200 to EUR 12,500 it usually sits below the midpoint of EUR 8,850 rather than above it.
Frame count is the headline, the per-frame price is the business
Window quotes are read as a total and built as a price per frame, and that price falls sharply with volume. One replacement window carries the full cost of a survey, a delivery, a fitting team's mobilisation and a manufacturing run of one. Ten frames on the same house spread all of it, which is why a whole-house replacement can price 25 to 35 percent below ten windows bought one at a time. Say that to the customer explicitly. A homeowner who came for three frames and understands the arithmetic frequently buys eight, and that conversation moves average job value further than any discount.
The same windows and doors job, priced across the border
Two markets can have identical lead prices and completely different job values, which is why the two indices are kept apart. The Netherlands sits at 1.04 on the construction cost index. Converted to euro for comparison, windows and doors work prices like this:
the Netherlands (index 1.04) - EUR 5,200 to EUR 12,500
Belgium (index 1.00) - EUR 5,000 to EUR 12,000
the United Kingdom (index 1.02) - EUR 5,100 to EUR 12,250
Spain (index 0.72) - EUR 3,600 to EUR 8,650
Use the comparison for pricing intelligence rather than for arbitrage. A Dutch contractor quoting from a neighbouring country's list will be wrong on labour, on the standard specification and usually on the permitting effort as well.
Dutch homeowners compare harder than any market on this list
Three written quotes is the default rather than the exception, comparison platforms are mainstream, and Dutch buyers are entirely comfortable asking why one price is higher. That behaviour compresses the top of the job value band and rewards clarity over charm. Two responses work reliably: a quote that itemises what the cheaper competitor has left out, and a firm installation date. In a market where lead times are long, a credible start week is worth more to a Dutch household than a few hundred euro, and it is the least expensive concession you can offer.
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.
Working capital at this contract value
Job value determines how much cash the business needs, not just how much it earns. On a EUR 8,850 project, materials and subcontract labour typically leave the account two to five weeks before the final invoice is paid, which is EUR 4,000 of exposure per job before anything goes wrong.
The remedy is structural rather than clever: a deposit near EUR 2,650 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 8,850 project is not a household that will pay the balance.
Turning this benchmark into your own figure
Start from invoices, not quotes: a median of twenty signed windows and doors contracts is worth more than any published average, including this one.
Take materials and installation labour out of each contract so you are working with margin rather than turnover.
Divide the number of enquiries you received by the number of customers you signed. That ratio, not the lead price, is what most contractors get wrong.
Price a signed customer by multiplying that ratio by the quoted lead price, then express it as a share of your median margin.
Re-run all five twice a year. Job values drift, conversion drifts faster, and a benchmark from eighteen months ago is a guess.
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. Job values here start from an industry band for windows and doors and are scaled by a construction cost index for the Netherlands of 1.04 against a Benelux baseline of 1.00. That index tracks labour and materials, deliberately separate from the advertising auction multiplier used on our cost-per-lead pages, because the two move independently.
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.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
What is the average windows and doors job worth in the Netherlands in 2026?
Modelled at EUR 5,200 to EUR 12,500 for a complete installed project for a private homeowner, excluding VAT, with a midpoint near EUR 8,850. The width is real: frame count, material choice between PVC, aluminium and timber, and glazing specification all move the figure materially.
How does this compare with what a lead costs?
A modelled exclusive windows and doors 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 1,950 to EUR 2,850 on the midpoint job, that is 8.9 to 30.6 percent of the margin from one project.
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 1,950 to EUR 2,850 on the EUR 8,850 midpoint job. Below 22 percent you are either buying materials badly or quoting labour at a rate that does not cover a wet week.
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 400 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 8,850 midpoint, acquisition is 8.9 to 30.6 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.
NEED A CLEARER PLAN?
Let’s turn your next move into momentum.
Talk to us →