How Each Platform Works for Builders
MyBuilder, Rated People, and Checkatrade all connect homeowners with tradespeople, but they work differently. And the differences matter for builders.
MyBuilder
MyBuilder operates on a job-posting model: homeowners post a description of the work they need, and interested tradespeople express interest. Homeowners then choose up to 3 tradespeople to contact for quotes. Builders pay per lead when a homeowner selects them. The cost-per-lead varies by job value and trade, but is typically £15–£50 for building work. You only pay when you're selected: not for every job posted in your area. There's no subscription fee to browse job postings and express interest.
Rated People
Rated People uses a subscription model for access to leads, plus an additional credit cost per lead purchased. Builders pay a monthly or annual subscription fee, then buy credits to purchase specific leads. Credits are spent when you request the homeowner's contact details for a posted job. Lead costs range from roughly 3 to 6 credits, with credits priced in bundles. This means you're paying both a standing subscription and per-lead costs. The total monthly spend depends heavily on how many leads you pursue.
Checkatrade
Checkatrade works on a directory-and-leads model with a monthly membership fee. It publishes three tiers on its pricing page: Free at £0/month, Approved at £30/month, and Growth from £59/month for lead flow, with Growth's exact price generated by trade category, postcode and chosen lead volume through its own quote calculator, so get your own quote for building work. Your business gets a profile on the Checkatrade directory, customers can find and contact you directly, and you receive leads from their platform. Checkatrade's vetting process (identity checks, insurance verification, reference checks) is more thorough than MyBuilder or Rated People, which gives the badge more credibility with cautious homeowners.
Lead Quality: What to Realistically Expect for Building Work
Lead quality is the most important and most disputed aspect of all three platforms. The honest picture for builders:
MyBuilder lead quality
Variable. Because homeowners pay nothing to post a job on MyBuilder, some postings are exploratory. "how much would it cost to knock through this wall?" without a genuine intention to proceed in the near term. The pay-per-lead model means you self-select; you'll only spend money on leads that look promising. Experienced builders on MyBuilder typically convert 15–30% of their selected leads into booked jobs, but this takes time to dial in. Knowing which postings are likely to convert and which are fishing for ballpark figures.
Rated People lead quality
Similar variability to MyBuilder. Rated People allows up to three tradespeople to purchase the same lead, so you're competing with two others on every enquiry. Response speed matters significantly. The builder who gets back to a homeowner first, with a useful response rather than just "I'll come and have a look," has a meaningful conversion advantage. The subscription cost creates pressure to buy enough leads to justify the monthly fee, which can lead to buying marginal leads that aren't a great fit.
Checkatrade lead quality
Checkatrade customers have actively searched for a vetted tradesperson, which tends to indicate higher purchase intent than a homeowner posting a vague job description elsewhere. However, Checkatrade leads are shared among several members in the same area and trade, so you're still competing. The Checkatrade membership fee creates a high bar, if you're not actively following up on leads and winning a reasonable proportion, you are paying a standing monthly fee for low return.
Volume and Type of Building Work Available
Not all building work is well-represented on these platforms. The types of jobs that come through most frequently are generally smaller and lower-value than the larger projects most experienced builders prefer.
What you'll find a lot of:
- Garden rooms and summerhouses (often under £15,000)
- Kitchen and bathroom renovations (£5,000–£25,000)
- Single-storey extensions (£20,000–£60,000)
- Damp remediation and structural repairs
- Internal alterations (knocked-through walls, staircases)
What's less common:
- Full loft conversions with dormers (these tend to come through architects or personal referrals)
- Large new builds or major renovation projects
- Commercial building work
The job mix on all three platforms skews towards reactive and lower-value work. This suits sole traders and small builders. For a building company targeting £50,000+ contracts exclusively, these platforms are not the right primary lead source. Your time is better spent on personal referrals, architect relationships, and commercial business development.
Subscription and Membership Costs: The Real Numbers
The true cost of using these platforms is often higher than the headline figures suggest, because you need to factor in the cost per job won, not just the cost per lead.
MyBuilder cost structure
No subscription fee. Pay per lead when selected by a homeowner: typically £15–£50 per lead for building work. If you're selected on 20 leads per month and convert 4 into jobs, your effective cost per job is approximately £75–£250. Monthly spend depends entirely on how actively you express interest and how selective you are. It's possible to spend £0/month by not pursuing any leads, or £500+/month by pursuing many.
Rated People cost structure
Monthly subscription (varies: typically £35–£60/month) plus credits for individual leads. Building leads typically cost 4–6 credits each; credits are sold in bundles at roughly £2–£3 each. Buying 10 leads per month costs the subscription fee plus approximately £80–£180 in credits, so £120–£240/month total. If you convert 2–3 of those 10 leads into jobs, cost per job is £40–£120.
Checkatrade cost structure
Checkatrade publishes three tiers on its pricing page: Free at £0/month, Approved at £30/month, and Growth, the tier that carries lead flow, from £59/month. Growth's exact price beyond that starting point is generated from your trade category, postcode and chosen lead volume through Checkatrade's own quote calculator, so run a quote for your own area rather than budgeting from someone else's figure. Whatever you are quoted is a standing monthly cost, so you are committing before you know whether the leads in your area are worthwhile. Checkatrade periodically runs promotions for new members. These can reduce the initial commitment and are worth asking about.
The honest comparison: MyBuilder has the lowest risk (you only pay when leads convert to selections) but inconsistent lead quality. Checkatrade has the highest standing cost but strongest brand credibility with homeowners. Rated People sits between them.
When Each Platform Makes Sense
The right platform depends on where your building business is in its development:
Sole trader or new business
MyBuilder is the lowest-risk starting point. The pay-per-lead model means you can test the platform without a large upfront commitment. Start by responding quickly and thoroughly to relevant postings, collect reviews on the platform, and measure your cost per job won over 3 months. If it's working, continue; if not, you've lost minimal money.
Established small builder (2–5 person team) with gaps to fill
Checkatrade's directory model is more suitable if you're established and need a consistent lead volume to keep a small team busy. The vetting requirements (references, insurance, identity) mean you're more likely to be speaking to serious homeowners. The upfront cost is significant but more predictable than per-lead models.
Growing business targeting better-quality work
Neither MyBuilder nor Rated People are great sources of high-value building contracts. At this stage, the platforms may be worth maintaining for gap-filling between larger projects, but your growth investment should shift toward: Google Business Profile optimisation, FMB membership (Federation of Master Builders), architect referral relationships, and building a strong portfolio for direct marketing.
All three platforms: the key success variable
Response speed. On every platform, the builder who contacts the homeowner within an hour of enquiry is far more likely to win the job than one who responds 48 hours later. If you cannot commit to fast follow-up, these platforms will underperform regardless of how good your work is.
Alternatives to Paid Lead Platforms
Paid lead platforms are one route to work, but they're not the only route, and for many established builders, they're not the best route.
Google Business Profile (free)
A fully completed Google Business Profile with good reviews and recent photos consistently generates local building enquiries at no cost. Most homeowners start their search on Google ("builder near me," "loft conversion [town]"). A business with 40+ Google reviews and recent project photos will appear prominently in local results. This requires sustained effort to build reviews, but the enquiries it generates are often higher quality than platform leads.
Federation of Master Builders (FMB)
FMB membership (currently approximately £300–£450/year for small builders) includes a profile on the FMB find-a-builder directory, a quality mark that homeowners recognise, and access to contract templates, dispute resolution, and business support. FMB membership signals credibility to homeowners who have done their research. Less about lead volume, more about quality differentiation.
Word of mouth and referral systems
Most established builders get their best work through past customer referrals and professional relationships (architects, surveyors, estate agents). Systematically asking satisfied customers for referrals, "Do you know anyone planning similar work?", and maintaining relationships with architects who might recommend you generates higher-quality work at zero platform cost. The ROI on a genuine referral is vastly higher than a paid platform lead.
Local marketing
Leaflets in the area of a completed project, a site board on long projects, social media posts with local group tags. All generate local awareness at lower cost than platform subscriptions. Less scalable, but high-quality leads because you're marketing your actual local work to people who can see it.
