Heat pump leads are homeowner enquiries you pay for. The sellers we checked publish prices from £15 for air source and up to £75 for ground source, and most publish none. Buying can fill a diary quickly, but you pay again for every job. Building your own takes longer, and no seller passes your enquiries on.
We don't sell leads. We sell websites and SEO, so weigh our view with that in mind. The prices below are as sellers published them on 2 November 2026.
By James and Stephanie at Tandy & Co. Written and checked on 2 November 2026.
Rented: a bought lead
New enquiryAir source heat pump quote
£ per leadPay again for the next one.
Owned: your own website
New enquiryFound you on Google
No fee per leadyoursite.co.ukNo seller passes it on
You pay for the website and SEO, 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”
Buy or build
You don't need just one way to get heat pump leads. Keep buying while your own source grows, then spend less as it takes over.
Your own website
£600
once, or £50 a month for 12 months. No VAT, no interest
That's the price of about 33 leads at £15, or 11 at £45. It includes the first year's hosting, then it's £20 a month with us, or you can host it elsewhere. There's no fee per enquiry, and your homepage is designed free first.
SEO to bring the visits
£495
a month, no VAT, no minimum term
That's 33 leads a month at £15, or 11 at £45. It's slower, so only start once you can give it months. Terms are on our SEO page.
How to win your own
Your own web leads come from homeowners who search online, find your business and contact you. No seller passes them on, though a homeowner may still ask others for quotes, and you don't pay per enquiry.
1
Give air source, ground source and each town you cover a page of their own. Put your MCS certificate and reviews up front. See our renewable energy web design, or websites for heating engineers.
2
This is the listing Google shows on the map. Many of the "installers" searches below show a map pack. Google says complete and accurate info helps you show up.8, 10 We can set one up for £297, with no VAT.
3
SEO moves your pages up for searches like those below. It's slow, so expect months, not weeks. See our renewable energy SEO.
4
Google says more reviews and positive ratings can help your local ranking.8 Our guide covers how to get more Google reviews.
5
Kirk at NuRenewables says his customers worry about cost, noise, disruption and whether a heat pump will heat the home. Visit A Heat Pump lets people request a visit from a host, and his Bushey Heath install is listed there.9 Ask happy customers if they'd do the same.
Compare these with 200 searches a month for the leads themselves. Sellers go after these same homeowners, and so can your own pages. UK-wide monthly estimates from Ahrefs, 2 November 2026. Your share is one area of it.10
| Search | A month |
|---|---|
| boiler upgrade scheme | 4,100 |
| heat pump installation | 3,700 |
| heat pump cost | 2,500 |
| ground source heat pump installers near me | 1,300 |
| heat pump installers near me | 800 |
Our proof
We can show you one heat pump website, and it's only just gone live. We have no enquiries, rankings or cost per install to report yet. We won't borrow numbers from solar to fill the gap.
Real client · London, Herts, Beds and Essex
Kirk Ferguson is the director and lead engineer. The new site has 27 pages in its sitemap, including a page for each service, four area pages and four advice articles Kirk wrote himself. It has an instant heat pump estimate, and tracking from day one.
The honest bit: the results are too early to call. The site is days old, and it's a website job with no monthly SEO. We'll add the numbers to our results page as they come. Our one SEO client installs solar. Its numbers are on our solar leads guide, not here.
See what we built for NuRenewablesWhat 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.
What you can buy
A heat pump lead is the contact details of a homeowner who has asked about one. Sales leads are not all alike: what changes is who else gets the same homeowner, and how much of the selling is done for you.
| Kind | Who else gets it | What to watch |
|---|---|---|
| Shared leadOne homeowner, sold more than once | Other installers too. One seller offers each to up to 3 companies, and shows you how many times it has sold. Another's go out up to 4 times.1 | You're in a race with the others. None of the sellers we read publishes a shared price, so ask for one in writing. |
| Exclusive leadSold to one installer only | Nobody else, if the seller keeps its word. Three sellers we read say their exclusive heat pump leads are never resold. A fourth says exclusive for 30 days.1 | Ask for how long, and get it in writing. |
| Booked appointmentA survey already in the diary | It varies. One seller books its appointments for up to 3 installers. Another says its appointments are exclusive.1 | Ask who else is booked in, what counts as a no-show, and whether you pay for one. |
Sellers call leads qualified or verified. It means someone checked some details, often on a call from the seller's call centre. It doesn't mean anyone has surveyed the house or checked its insulation. One seller says outdoor space is for your own survey to check.1
Exclusive should mean the seller doesn't pass it on. As one seller's own guide says, it can't stop a homeowner asking other installers for quotes.2 The same goes for an enquiry from your own website.
What they cost
Only three of the nine UK sellers we read publish a price per lead. For an ASHP lead (air source), that's from £15, from £45, and £20 to £50. For ground source, it's £35 to £75. The rest ask you to call, or sell a listing. We read each seller's own page on 2 November 2026.
| Type | Published price | Who else gets it | Worth knowing |
|---|---|---|---|
| Air source, priced eachThe three sellers that publish | From £15, from £45, and £20 to £50 a lead1 | Two say one installer, never resold. One agrees it before you buy | The price depends on volume and how tight your area is. One says it doesn't guarantee a survey. |
| Ground sourceTwo sellers read, one publishes | £35 to £75 a lead1 | One says exclusive, never resold. The other doesn't say | The published price has a minimum order of 10, for MCS certified installers only. |
| Shared, exclusive by quote, and booked appointmentsYou have to ask for a price | No price published1 | Varies by seller and product, as above | One shared seller is free to join with no minimum. Another wants MCS registration and a year's stable trading. We saw a 9-day replacement period, and minimums of 50 a week on pay as you go and 10 appointments a week. Ask what you pay for a no-show. |
| Directory listingsHomeowners pick from a list | Free, or about £50 a month or £200 a year to be featured1 | Others listed alongside you | No lead fee. The one we read wants MCS and TrustMark, and counts a click on your phone number or email as a lead. |
Sellers' own claims, not tested by us. A "from" price is the lowest you could pay, so your quote may be higher. Prices change often and vary by area, volume and plan. None of the pages we read says whether its price includes VAT, so ask. General job directories also sell enquiries, by membership, per job or in credits: see the 2026 price study in source 3.
What buying really costs
The price of one tells you very little. One of the best ways to judge a seller is how many it takes to win a job.
| Price per lead | Win 1 in 6 | Win 1 in 10 | Win 1 in 20 |
|---|---|---|---|
| £15 | £90 | £150 | £300 |
| £45 | £270 | £450 | £900 |
| £75 | £450 | £750 | £1,500 |
How to read this
The win rates are examples, not measured figures. Use your own. One seller says about 1 in 6 of those its partners work end in a sale. That's the seller's own number, on its own leads.1
The median air source job on the grant scheme cost £12,826 between July and September 2026, including the grant. So £450 (£45 each, 1 in 10) is about 3.5% of the job price. That's the job price, not your margin, so run it against what a job leaves you.6
Your cost per install
Cost per install£450
Spend a month on leads£1,800
Spend a year on leads£21,600
Example figures to start, so put in yours. For comparison, your own website is £600 once, with no VAT and no charge per enquiry. Hosting terms are below.
Worth it?
Enquiries are the lifeblood of any heat pump company, so buying leads isn't wrong. The real question is whether bought leads should be your only source of work.
Grant leads
Only an MCS certified installer can claim the Boiler Upgrade Scheme grant, and it comes off the homeowner's bill. So a grant enquiry is only worth buying if you're certified, the home qualifies, and the homeowner knows it won't cover everything.4, 6
The grant, in brief
England and Wales only. Source: Ofgem, checked 2 November 2026. Grant rules change, so check before you quote.4
| Ask the homeowner | Why it matters |
|---|---|
| Gas, oil or LPG? | Oil or LPG with no mains gas means £9,000, not £7,500, until March 2027.5, 6 |
| What do they think the grant covers? | On the median job, £12,826 less £7,500 leaves about £5,300 to pay. One seller says some homeowners expect the grant to cover the whole job, so ask how the ads put it.1, 6 |
| Do they own the home, and has it had a grant? | You get one grant per property, and it can't replace a low carbon heating system. A hybrid system with a gas boiler doesn't qualify.5 |
| When do they want it done? | An air source voucher is valid for 3 months and a ground source one for 6. Vouchers are first come, first served until the year's budget runs out.6 |
A valid EPC is no longer always needed, since the rules relaxed on 28 April 2026, so check Ofgem's guidance. 49% of grant-funded jobs paid were in rural areas, so ask sellers for postcodes rather than a region, and price in the drive.6
If you still buy leads
Get the answers in writing first.
Several of these follow published buying guides from sellers, and a 2026 price study.2, 3
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 build your own source of enquiries: the website first, then SEO if you want it. The enquiries come straight to you, and no seller passes them on. 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 published prices we found for ASHP leads were from £15, from £45, and £20 to £50 each. For ground source, one seller charges £35 to £75. Most sellers publish no price, so you'd need a quote.
They can be, if you track cost per install and it stays well below what a job leaves you. They work best as a top-up while you build your own source of enquiries, not as your only one.
Lead generation is the marketing that gets homeowners to ask about heat pumps: websites, ads, directories and call centres. Sellers do it and sell you the results. You can also do it yourself with your own website and Google.
We can't give you a heat pump figure yet, because our one heat pump site has only just gone live. Your area and how many installers chase the same searches will decide it. Expect months, not weeks, and keep some bought leads while yours grows.
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 enquiries
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.
