Checkatrade vs MyBuilder vs Rated People: Are Lead Gen Sites Worth It for Gas Engineers?
Checkatrade, MyBuilder, Rated People – different lead gen sites have slightly different models, but the core promise is the same: pay us money, and we’ll get you more work.
But if you’ve ever used these platforms, you know it’s not always that straightforward.
Some heating businesses do get lots of work from these lead gen sites and grow their business massively from it. Others? They might spend a bunch of time and money trying to make it work, only to find it doesn’t for them.
This article is an honest look at what each one offers, what it costs, and what to watch out for — so you can decide if they’re right for your business.
OVERVIEW
How Lead Generation Sites Work
The basic model is the same across all three platforms. A homeowner posts a job — “need a boiler replacement” or “annual gas safety check” — and the site matches them with local tradespeople who pay for access to those leads.
Some platforms charge a monthly subscription. Others sell leads individually. A few do both. The homeowner usually doesn’t pay anything, which means you’re competing with every other engineer in your area who’s also bought that lead.
The quality of what you get depends on the platform, your area, and frankly, a bit of luck. Some engineers swear by them. Others reckon they’ve thrown money down the drain.
| Platform Comparison at a Glance | ||
|---|---|---|
| Checkatrade | MyBuilder | Rated People |
| Monthly subscription (~£120+/month) | Pay-per-shortlist credits (£15–£40/lead) | Pay-per-lead credits (£5–£30/lead) |
| Homeowners browse your profile and contact you | Homeowners post jobs; you express interest; they shortlist you | You buy leads and contact homeowners directly |
| Steady background enquiries via strong brand | Engaged homeowners; control over spend | Engineers who respond fast and qualify well |
| Pay even in quiet months; competitive in busy areas | Lower volume in rural areas; review-dependent | Inconsistent lead quality; multiple buyers per lead |
Checkatrade
How it works
Checkatrade is probably the most recognisable name in the game. They run TV adverts, sponsor shows, and most homeowners have heard of them. You pay a monthly membership fee to get listed, and homeowners can find you through the Checkatrade website or app.
Unlike some platforms, Checkatrade doesn’t sell individual leads. You pay your monthly fee, and your profile appears in search results for your area and trade. Homeowners browse profiles, read reviews, and contact you directly.
What it costs
Membership starts from around £120 per month, though pricing varies depending on your area and the trades you’re listed under. Some engineers report paying closer to £150–£180 for competitive areas. There’s usually a setup fee on top.
Where it works well
The brand recognition is genuine. Homeowners trust the Checkatrade name, and having a profile with strong reviews can bring in steady enquiries without you chasing leads. If you’re a sole trader building your reputation, that trust factor matters.
The review system is also decent. Verified reviews carry weight, and a well-maintained profile with photos of your work and proper Gas Safe details can set you apart from engineers who’ve just filled in the basics.
What to watch out for
The monthly cost doesn’t stop whether you’re getting leads or not. Quiet months still cost the same. And because it’s subscription-based, you can end up paying for months where the phone barely rings.
Competition is fierce in some postcodes. If there are already twenty gas engineers listed in your area, you’re fighting for visibility. Checkatrade does offer “lead boosts” and featured listings for extra money, but that can push the real cost well above the base subscription.
Also worth knowing: Checkatrade vets tradespeople before they join, which is good for the platform’s reputation, but the checks can take a few weeks to process.
MyBuilder
https://www.mybuilder.com/tradesperson/register
How it works
MyBuilder takes a different approach. Homeowners post a specific job, and you can express interest by responding to it. The homeowner then reviews your profile and picks who they want to speak to.
The key difference is that you only pay when a homeowner shortlists you — not just for browsing jobs. This means you’re not paying for every lead, only the ones where the homeowner has shown genuine interest in your profile.
What it costs
MyBuilder uses a credit system. You buy credits in advance, and each time a homeowner shortlists you, credits are deducted. The cost per lead varies by job type — a boiler installation lead costs more credits than a small repair. Expect to pay somewhere in the range of £15–£40 per shortlisted lead for heating work, depending on the job size.
Where it works well
The pay-per-shortlist model means you’re not burning money on a subscription during quiet periods. You control your spend more directly — if work is steady through word of mouth, you can simply stop buying credits.
MyBuilder also tends to attract homeowners who are a bit more engaged in the process. They’ve posted a specific job description, they’re reviewing profiles, and they’re choosing who to shortlist. That generally means warmer leads compared to a homeowner who’s browsed a directory and fired off enquiries to everyone on the first page.
What to watch out for
You’re still competing with other engineers for the same leads, and there’s no guarantee the homeowner will actually hire you after shortlisting. You can end up spending credits on leads that don’t convert.
The platform works best in areas with high demand. If you’re in a rural area or a region with fewer MyBuilder users, the lead volume might not justify the effort of maintaining a profile.
Reviews matter hugely on MyBuilder. A profile with no reviews or only a handful will struggle against established engineers with dozens of positive ratings.
Rated People
https://www.ratedpeople.com/tradespeople/signup/enquiry
How it works
Rated People operates on a lead-buying model. Homeowners submit a job, and you can purchase that lead to get the homeowner’s contact details. You then reach out directly to quote for the work.
It’s the most transactional of the three platforms. You see a job, you decide if it’s worth buying, and you pay for the lead.
What it costs
Lead prices vary by job type and location. A gas safety certificate lead might cost £5–£10, while a full boiler installation lead could be £20–£30 or more. You buy credits in advance and spend them on leads you choose.
There’s also a subscription tier called Rated People Plus that offers discounted lead prices and priority access to new jobs, starting from around £40 per month on top of your lead costs.
Where it works well
The pick-and-choose model gives you control. You can scan jobs, skip the ones that look like price shoppers, and only buy leads that match the work you actually want. If you’re good at qualifying leads quickly, this can be cost-effective.
For gas engineers specifically, Rated People has reasonable volume in most urban areas. Boiler work, gas safety checks, and central heating jobs come up regularly.
What to watch out for
The biggest frustration engineers report is lead quality. Because homeowners can post a job and have multiple tradespeople buy the same lead, you’re often one of several engineers calling. The homeowner might have already booked someone by the time you ring.
Response speed matters enormously on Rated People. If you buy a lead and wait until the evening to call, you’ve probably lost it. Engineers who treat leads as time-sensitive tend to get better results.
The cost can also creep up. If you’re buying several leads a week and only converting a fraction of them, the maths stops working in your favour. Track your spend carefully and know your actual costs before committing to a monthly budget.
SUMMARY
Should You Bother with Lead Gen Sites?
Honest answer: it depends on where you are in your business.
If you’re just starting out and your diary has gaps, lead gen sites can fill them. Paying for leads is expensive compared to word of mouth, but word of mouth takes time to build. These platforms can bridge the gap while your reputation grows.
If you’re already busy through referrals and repeat customers, the ROI gets harder to justify. The engineers who get the most from these sites are the ones who treat them as one channel among several — not their entire marketing strategy.
A few things to consider before signing up:
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Track your numbers.
Know how much you’re spending per month, how many leads you’re getting, and how many convert to actual jobs. If you’re spending £200 a month and landing one boiler install, that might be fine. If you’re spending £200 and getting nothing, pull the plug.
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Your profile is your shopfront.
A bare profile with no reviews and a blurry photo won’t win work on any of these platforms. Invest time in your listing — proper photos of completed work, clear descriptions of what you do, and your Gas Safe registration number front and centre.
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Speed wins.
On every platform, the engineer who responds first has a massive advantage. If you can’t respond to leads within an hour or two, you’ll struggle to convert them.
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Reviews are currency.
Ask every happy customer to leave a review. It’s the single most effective thing you can do to improve your results on any lead gen site. If you’re looking for ways to get more reviews consistently, make it part of your process — not something you remember occasionally.
Getting More Work Without Paying for Leads
Lead gen sites aren’t the only way to get more jobs. Building your own online presence takes longer but costs less in the long run.
A simple website with your services, area, and contact details helps you show up in local Google searches. A Google Business Profile is free and puts you on the map — literally. And social media, even just posting the odd job photo on Facebook, keeps you visible to past customers and their networks.
If you’re going through a quiet patch, a short burst on a lead gen platform can help fill the diary. But building your own reputation and referral network is what keeps the phone ringing long-term.