Younger homeowners are increasingly turning to online reviews and comparison sites when choosing builders, potentially leaving themselves more exposed to rogue traders, latest research from HomeOwners Alliance and the Federation of Master Builders (FMB) reveals.
The study found that one in three homeowners under the age of 35 rely on online reviews when selecting a builder, compared with just 16% of those aged over 55. Almost a quarter (24%) of younger homeowners also use comparison platforms to find tradespeople.
However, younger consumers are significantly less likely to carry out traditional checks before hiring a contractor.
Just 8% verify whether a builder belongs to a recognised trade body such as the FMB, compared with 21% of over-55s. Only 15% check formal qualifications, including credentials such as Gas Safe registration, versus 27% of older homeowners.
DIGITAL-FIRST APPROACH
The research also found that younger homeowners are more influenced by a company’s online presence, with 20% judging builders on their website and branding, more than double the national average of 9%.
The findings have prompted warnings that a digital-first approach could make it easier for rogue operators to appear credible online.
Brian Berry, Chief Executive of the Federation of Master Builders, says: “Young homeowners are hiring builders the same way they would order a takeaway – scrolling through reviews and choosing whoever has five stars.
“But online reviews can be faked, comparison sites are not regulated, and neither are small building companies, which can make it easier for rogue or cowboy builders to appear more credible than they are.
“That’s why traditional vetting methods matter. Choosing a builder through a trade body like the FMB gives homeowners extra reassurance that the company has been properly checked and independently vetted, helping to reduce the risk of encountering cowboy traders.”
ROGUE TRADERS
Paula Higgins (main picture, inset), Chief Executive Officer of HomeOwners Alliance, adds: “My message to anyone hiring a builder is simple: don’t rely solely on what you see online.
“It’s important to check your builder has been properly vetted, so you’re not leaving yourself exposed to rogue or cowboy traders.
“We partnered with the Federation of Master Builders because their Find a Builder service helps homeowners hire with more confidence, knowing listed builders have gone through detailed checks rather than simply collecting positive online reviews.”
