Checkatrade vs MyBuilder vs Rated People: Which is Best in 2025?

If you're starting out as a tradesman in the UK, or looking to scale up your lead generation, you're inevitably going to look at the big three: Checkatrade, MyBuilder, and Rated People. But which one actually gives you the best return on your hard-earned marketing cash?

Let's do a completely honest breakdown. No fluff, just the reality of using these platforms in 2025.

1. Checkatrade: The Heavyweight

Checkatrade isn't really a lead generation platform; it's a directory. Your profile ranks based on your reviews, your response times, and the package you pay for.

• Pros: Excellent brand recognition. Consumers trust the vetting process. The leads tend to be slightly higher quality and less focused purely on the cheapest price.
• Cons: Extremely expensive monthly fees. High competition in busy areas. They actively encourage customers to contact three tradesmen at once, turning every lead into a footrace.
• Verdict: Great for established businesses wanting to build a long-term brand, but punishing for new starters on a budget.

2. MyBuilder: The Bidding War

MyBuilder operates on a "pay per lead" model. Customers post jobs, and you pay a fee to express interest and get their contact details.

• Pros: No upfront monthly subscription. You only pay for the leads you want to chase. Great for filling gaps in your diary with small, specific jobs.
• Cons: The "race to the bottom" effect. Because jobs are put out to tender, customers are often looking for the absolute cheapest quote. You can spend £30 'shortlisting' a job, only for the customer to pick a bloke who undercuts you by 40%.
• Verdict: Good for quick cash jobs and diary-filling, terrible for high-margin, quality-first businesses.

3. Rated People: The Middle Ground

Rated People is similar to MyBuilder but usually has a monthly subscription fee attached to discounted lead prices.

• Pros: Good volume of leads in major cities. The App is generally well-designed for managing quotes.
• Cons: Many tradesmen report issues with "ghost leads" — customers who never answer the phone once you've paid for their details. The customer service for tradesmen is frequently criticized.
• Verdict: Approach with caution. Best used as a supplementary lead source rather than your main engine.

The Real Problem with All Three

Regardless of which platform you choose, you are playing their game. You are renting your reputation. It is far better to build your own Google Business Profile and website, where you own the traffic.

More importantly, these platforms are entirely speed-dependent. If you don't instantly respond to a notification, the lead is gone. If you're on a ladder, you're losing money.

This is why top-earning sole traders pair directories with an AI Voice Agent. The instant a Checkatrade lead rings, the AI answers it, books the job, and secures the work while you carry on earning.