Boiler installers get leads from seven places: past customers, referrals, their own website, Google Maps, directories, paid ads and lead sellers. Bought leads start from £6 at one seller and £22 at another, and most publish no price. They fill a diary fast, but you pay again for every job.
We don't sell leads. We sell websites, SEO and Google Business Profile help, so weigh our view with that in mind. The prices below are as sellers published them on 3 November 2026.
By James and Stephanie at Tandy & Co. Written and checked on 3 November 2026.
Bought: a shared lead
New enquiryReplacement combi quote
£ per leadPay again for the next one.
Yours: your own customer
New enquiryFound you on Google
No fee per leadyoursite.co.ukNo seller passes it on
You pay for the website, not per enquiry.
Heating websites we've built
Google reviews
We have 3 Google reviews so far. These two are from heating businesses, about a website and a Google profile. We don't sell leads, so no review can speak to that.
Rated 5 out of 5 on Google
“Excellent service and very meticulous service!”
Rated 5 out of 5 on Google
“Amazing service from James can't recommend him enough... Really helped me setting up my business page. Goes above and beyond to make sure you're happy. Lovely guy as well. 10/10 service”
What we sell, and where it fits
Lead generation isn't either-or. Keep any seller that pays its way while your own source grows, then cut back as it takes over.
Your own website
£600
once, or £50 a month for 12 months. No VAT, no interest
That's about 82 leads at £6, or 22 at £22. It includes the first year's hosting, then it's £20 a month with us, or you can host it elsewhere. Your homepage is designed free first.
SEO to bring the visits
£495
a month, no VAT, no contract
6 + 6 Guarantee: miss the enquiry total we agree for your first 6 months, and we work free until we hit it, for up to 6 more months. How it works.
Google Business Profile
£297
setup. £247 overhaul, or £147 a month to manage
The smallest step, and the most useful if people can't see you on the map. See what's included.
Build your own
Generating your own enquiries is slower than buying them. To generate boiler leads yourself, start with people who already trust you, then reach those searching online. Here's the order we'd do it in.
1
Note each system's age and model on every visit. When one is getting old, mention replacement before it fails. It costs you nothing, and no other company is on that call.
2
Google says complete, accurate info helps you show up in local results.5 We can set one up for £297.
3
Give replacements, new combis and each town you cover a page of their own. Show your Gas Safe number, once checked on the register. See our websites for heating and gas engineers.
4
Google says more reviews and positive ratings can help your local ranking.5 Ask on the day, while the house is warm.
5
This moves your pages up for the searches below. It's slow, so expect months rather than weeks. See SEO for gas engineers or SEO for heating engineers.
Compare these with 250 searches a month for the leads themselves. Sellers chase these same homeowners, and your own pages can too. These are national modelled estimates from Ahrefs, 3 November 2026, so your share is one area of them.6
| Search | A month |
|---|---|
| new boiler | 10,000 |
| new boiler cost | 6,000 |
| boiler replacement | 5,000 |
| gas engineer near me | 4,700 |
| boiler installation near me | 1,700 |
| boiler finance | 1,300 |
| boiler installers near me | 450 |
Our proof
We have no enquiry counts, rankings or cost per job to show you yet. Both sites below are weeks old or newer. We won't borrow figures from other trades to fill the gap.
Real client · St Neots
Dean Western had good reviews on a trade directory but no website to back them up. We built his website and his Google Business Profile. NuRenewables Heating, a second client, has a boilers page among its service pages, live since 31 October 2026.
The honest bit: neither is old enough to report on. We'll add numbers to our results page as they come.
See what we built for DWWhat it costs
How it works
Today
Your business, what you install, and where you want work.
Within 24 hours
You see it before you pay a penny.
You decide
If you don't love it, you owe nothing.
7 working days
Every word written for you.
Who does the work
James has done SEO for over ten years.
Stephanie has 13+ years in the energy industry and leads our design and branding.We take one installer per trade in the town where they're based. More about us
Is it right for you?
It's right for you if you can take on more work, and you're happy to build something that pays back over months.
It's not right for you if you need installs in the diary this week. Ads are quicker, and we'll say so.
The short answer
Four of these charge nothing per enquiry, and they sit at the top for that reason. The lower three bring work sooner, but the bill never stops. Most heating firms use a mix, and the useful question is how much of it you own.
| Source | What you pay | What to watch |
|---|---|---|
| Past customersYour service list | No fee per lead | Everyone you service for will replace theirs one day. Keep the age and model on file, and follow up only if they agreed to hear from you. |
| ReferralsNeighbours and friends | No fee per lead | Slow to build and hard to speed up. Reviews help someone referred to you check you out. |
| Your websiteA site that wins quotes | Paid once, then hosting. No fee per lead | A site alone isn't found. It needs SEO or a Google profile to bring the visits. |
| Google MapsYour Google Business Profile | Free to list. No fee per lead | Google says results rest mainly on relevance, distance and popularity, so your reach is local.5 |
| DirectoriesTrade and job directories | Membership, a fee per job, or credits. Most don't publish a full tariff2 | Homeowners compare you with others on the same page. One study puts realistic spend on the biggest directory at £150 to £500 or more a month.2 |
| Paid adsGoogle and social | Every click. Ahrefs estimates about $3 for "new boiler" and $9 for "boiler finance"6 | Stops the day the budget stops. We don't sell ads, so see our marketing guide for how they fit. |
| Lead sellersBought leads | Every lead or appointment. Prices below | Fast, but unless they're exclusive leads, you may be racing other firms for the same homeowner. |
What sellers charge
Two of these five publish a starting price. The rest ask you to get in touch. We read each seller's own page on 3 November 2026. These are their claims, and we haven't tested them.
| Type | Published price | Who else gets it | Worth knowing |
|---|---|---|---|
| Phone-checked shared leadsFree to join | From £6 a lead1 | A maximum of 3 companies. Some are sold to one | Free to join, no monthly fee. You choose which to take and can pause. |
| Standard leads and branded campaignsPay per lead | From £22 a lead1 | Standard leads go to a small number of installers. Branded campaigns are yours alone | No retainer or long contract. The price depends on volume and area. |
| Qualified leads, several productsShared or single | No price published1 | 1, up to 3 or up to 4, by product | Gas Safe registration is required. It says they could start in 24 hours. |
| Able to pay and finance leadsSold once | No price published1 | Says never resold | 9-day replacement period. It leaves formal finance checks to you. |
| Booked appointmentsA time in your diary | No price published1 | Says each appointment has one buyer | Pay as you go, no minimum. Mains gas, owner-occupied, and no CCJs or IVAs. |
A "from" price is the lowest you could pay, so your quote may be higher. Prices change, and vary by area and volume. Ask whether a price includes VAT. One published price study, whose publisher may earn affiliate commissions, puts realistic prices at £20 to £40 a lead. That's its own estimate, on a page last updated on 5 October 2026.2
What you're buying
The label on boiler installation leads tells you who is paying. That decides what you check on the first call, and how much of your quotes the household can really cover.
A homeowner paying from their own money. One seller says only about 1 in 5 of its leads now go this way, and that the two groups often switch.1
A homeowner paying monthly. The same seller says most of its leads go this route.1 Another screens for bad credit first.1 You'll need a finance partner, and see the warning below.
Boilers funded under the Energy Company Obligation. GOV.UK says that scheme closes on 31 December 2026, so treat these as ending.7
A survey already in your diary. One seller's appointments go to up to 3 installers, so ask who else is coming.1
Quality leads are judged at the door. Sellers check some details by phone, such as who owns the home and the system's age. Nobody has looked at the flue, the gas run, the boiler plumbing or the budget until your boiler sales visit. Ask for the checks in writing.1
What buying really costs
Price per lead tells you little until you know how many it takes to win one job. This grid shows the spend behind each. A £22 lead won 1 time in 20 costs more per job than a £40 lead won 1 time in 5.
| Price per lead | Win 1 in 5 | Win 1 in 10 | Win 1 in 20 |
|---|---|---|---|
| £6 | £30 | £60 | £120 |
| £22 | £110 | £220 | £440 |
| £40 | £200 | £400 | £800 |
How to read this
The win rates are examples, so use your own. One price study's worked example sets this against a £2,500 to £4,000 install.2 That's the job price, not your margin.
Read sellers' numbers with care. One says about 4 in 5 of its enquiries go on to buy a new boiler. That means buy from someone, and each one can go to 3 firms, so your sales pitch still has to win.1
Your cost per job
Cost per job£220
Spend a month on leads£880
Spend a year on leads£10,560
Example figures to start, so put in yours. For comparison, your own website is £600 once, with no VAT and no charge per enquiry.
If most leads want to pay monthly, the finance side reaches you fast. Introducing a customer to a lender is usually credit broking. The FCA says firms that sell while physically in a customer's home usually need full permission, not limited.3
A boiler survey at the kitchen table may well count. We're not lawyers, so ask your finance partner or the FCA before you take these leads on.
Your duties on a bought lead
A bought lead is personal data someone else collected. The ICO says list buyers must check it's accurate and was collected fairly. Texts and emails need consent naming you, and for marketing calls you should screen against the TPS and your own do-not-call list.4
The ICO says this guidance is under review. With your own website, the homeowner contacts you directly.
If you still buy
Ask before you pay anything, and get the answers by email.
Related services
Questions
Something else? Ask us. You'll get a straight answer from James or Stephanie, usually the same day.
Ask us on WhatsAppNo. We sell websites, SEO and Google Business Profile work, so the enquiries come straight to you. We take on one installer per trade in each area. That means the town where you're based. It doesn't cover everywhere you're willing to travel.
The two sellers we found publishing a price start from £6 and from £22 a lead. One price study estimates £20 to £40 is more realistic. Most others want you to get in touch for a quote.
From lead sellers, which you can find with a quick search, and from trade directories, which also send enquiries. We can't vouch for any of them, so try a small trial before you commit.
One seller we read says you must be. Others may not state it on their pages, so ask. Either way, keep your registration on your website where people can check it.
We can't give you a figure yet, because our sites in this trade are too new. Your area and how many firms chase the same searches will decide it. Expect months rather than weeks.
Sellers' pages are described as written on the day we read them, and we can't vouch for their claims. If something here is out of date, email james@tandyandco.co.uk and we'll correct it.
Your own lead source
Tell us about your business and we'll design your homepage free, within 24 hours. No card details, nothing to sign. If you like it, the full website is £600 with no VAT, including the first year's hosting (then £20 a month with us, or host it elsewhere). It's live within 7 working days of you approving the design and sending your photos. We reply personally, seven days a week, 6am to midnight.
