If you're a tradesperson, you've likely tried your fair share of lead generation tools. From directories and pay-per-lead apps to social media ads, most promise big things — and deliver inconsistent, overpriced leads at best.
Whether you're buying leads, running ads, or relying on referrals, the model behind each method plays a big role in how much time, money, and effort you'll spend.
In this article, we break down the most popular lead generation methods for tradespeople in 2025, grouped by how they actually work — so you can choose what suits your business best.
Job-Matching Platforms
Examples:
Checkatrade, Bark, Rated People, MyBuilder
How it works:
These platforms match you with homeowners who have posted a job. You pay to respond or appear in listings, and hope to be chosen.
Pros:
- Homeowners are actively looking for tradespeople
- Easy to browse available work
- Brand recognition that comes with big platforms
Cons:
- You pay per lead - not per job
- Lead quality is inconsistent
- Leads are sold to multiple businesses
- Some reviews from tradespeople reporting multiple leads never answer the phone
| Platform | Pricing Model |
|---|---|
| Checkatrade | Monthly (£80–£150+) |
| Rated People | Credit-based (£5 to £65+ per lead) |
| MyBuilder | Shortlist fee (£10 to £50+ if shortlisted, per lead) |
| Bark | Credit-based (£5 to £65+ per lead) |
Paid Ads
Examples:
Google Ads, Facebook Ads, Instagram Ads
How it works:
You pay to show up in search results or social media feeds when someone searches for tradespeople in your area. This can be managed by an agency for a fee, or you can do it yourself.
Pros:
- Targeted to homeowners who are actively looking for tradespeople
- Good for visibility and brand awareness
- Can be cheaper than job-matching platforms if done well
Cons:
- Expensive to test and get right
- Requires landing pages, copy, images and strategy
- Can be expensive even if you do it yourself, agencies can charge thousands per month
Typical costs:
- Google Ads: £200 to £500+ per month
- Facebook Ads: £200 to £500+ per month
- Instagram Ads: £200 to £500+ per month
- + Agency fees from £1,000 to £5,000+ per month
Networking / Word of Mouth
How it works:
Still one of the strongest ways to grow — but the slowest. Word of mouth, referrals, and local networking (e.g. trade shows, builders' merchants, community events) help build trust over time.
Pros:
- Warmest and most qualified leads
- Low or no cost
Cons:
- Unpredictable
- Doesn't scale quickly
- Can dry up without regular marketing
Typical costs:
- Free!
- Provided you do a great job!
HomeBuyerLeads
How it works:
You see a list of recently purchased properties in your local area, updated every month.
Use this to get letters through the door of the homeowner shortly after they move in, at a point when they spend the most money on improvements but before they've started Googling quotes or put a job out on Checkatrade.
Pros:
- Be first through the door
- Reach homeowners spending an average of £30k on improvements
- 80% open rate using physical mail
- Zero competition as leads aren't shared
- No social media, no pay-per-lead nonsense – Just consistent, qualified opportunities delivered monthly.
Cons:
- You're responsible for sending the letters. Some tradespeople handwrite envelopes and sign each letter for maximum impact.
- Outreach is self-managed, You do the follow-up and quoting, not us. That's how we keep the cost low and leads exclusive.
Pricing: £30/month per postcode district plus postage fees
With the appointments I've got booked, it's pushing me to start thinking about taking on a team of installers... It's obvious it works.
Final Verdict
Most tradespeople try everything — job sites, ads, Instagram, referrals. But the problem is always the same:
You're either paying to compete with everyone else or don't know who you're getting in front of.
HomeBuyerLeads flips that.
- You get the addresses of properties most likely to spend
- You reach them before your competitors
- You establish yourself as the go-to tradesperson in your area
- You build your own lead engine