Boiler Installation Leads: Where They Come From and Which Ones Are Worth Having

A boiler installation lead is a homeowner who has told a heating firm, by phone, form or message, that they are interested in a new boiler. Leads reach heating firms every week, and they differ enormously in how likely they are to turn into a booked job. In this guide I explain the main sources, what separates a good lead from a poor one and how to get more of the good ones.

Where boiler installation leads come from

Most heating firms receive leads from a mix of four places.

• Google search and the map. A homeowner searches for boiler installation near them and finds your Google Business Profile or your website. My guide to Google Business Profile for boiler installers covers this.
• Local Services Ads. Google’s pay per lead format puts your firm near the top of the results, and you pay for valid leads rather than for clicks. I explain how in Local Services Ads for heating engineers.
• Referrals and repeat customers. Past customers, neighbours and other trades pass on your name, which is often your highest quality source.
• Lead marketplaces and comparison sites. Some platforms sell enquiries to several firms at once, which can bring volume but puts you in a race against other firms.

What makes a boiler installation lead a good one

Not every enquiry is equal. A good lead usually has most of these traits.

• The person owns the property and makes the decision.
• The enquiry is about a full replacement or a new installation.
• The address sits inside the area you cover.
• The homeowner is talking to a small number of firms and is ready for a quote.
• They contacted your firm directly.

Shared leads and exclusive leads

A shared lead goes to several firms at once, and the homeowner often receives a flurry of calls and quotes. An exclusive lead comes only to you, which usually means the homeowner chose your firm or your ad.

Shared leads can cost less per enquiry, while exclusive leads tend to be easier to convert because you are not competing from the first phone call. Which suits you depends on how quickly you can quote and how much you value a quieter pipeline.

How to turn more leads into booked installs

• Reply fast. A well known Harvard Business Review study found that firms replying within an hour were far more likely to qualify a lead than those that waited longer. The study looked at business sales, so take the direction rather than the exact number.
• Ask two or three questions before you quote. The age of the boiler, the type of property and what the homeowner wants most from the change help you quote accurately and show that you listen.
• Follow up. Homeowners often take time to decide, so a short, friendly follow up keeps your quote near the top of the pile.
• Track every lead to a booking. Knowing which sources produce jobs as well as enquiries shows you where to put your effort.

How I help

I bring in boiler installation enquiries through Local Services Ads and Google Business Profile optimisation. Every lead shows up in your own Local Services Ads dashboard, where you can listen back to the calls, so you can check every enquiry yourself and see which ones turn into work. If you want the steps in order, read my boiler installation lead generation plan.

What it looked like for one firm

Flow Plus Plumbing, a plumbing firm in North London, had its first booked job within 24 hours of launch, then 17 tracked enquiries and 4 booked jobs in the first two weeks. Those are Flow Plus Plumbing’s results, and they came from a new website plus Google Ads. Today I work through Local Services Ads and Google Business Profile, and every area is different, so I always start by looking at how homeowners search for boiler installers in your patch.

What is a boiler installation lead?

A homeowner who has contacted a heating firm about a new boiler or a replacement, usually by phone, form or message.

How much does a boiler installation lead cost?

It varies a great deal by area, by source and by whether the lead is shared or exclusive. With Local Services Ads you pay Google for valid leads and set your own budget. I check how homeowners search in your patch first, so you can see what is realistic before you spend anything.

Where can I get boiler installation leads?

The main sources are Google search and the map, Local Services Ads, referrals and lead marketplaces. Most firms do best with a mix, starting with a strong Google Business Profile.

Are bought boiler installation leads worth it?

They can be, particularly when a lead is exclusive and the homeowner is local to you. Shared leads put you in competition from the first call, so the speed of your reply and the quality of your quote matter even more.

How many boiler installation leads should I expect each month?

That depends on your area and on how many firms compete there, which is exactly what I look at before suggesting anything.

Want to know where your next installs could come from?

Tell me your company name and postcode area and I’ll record you a free 5 minute video plan showing how Local Services Ads and your Google Business Profile could bring you more boiler installation enquiries in your patch. There’s no call and no meeting.