For years, platforms like Checkatrade, Rated People, and others have marketed themselves as the go-to solution for tradespeople looking to grow their businesses. They’ve built massive enterprises by selling leads to eager contractors and trades professionals. But here’s the real question: are they truly worth it?
In some specific industries or locations, buying leads might yield results. But in my experience, for the vast majority of trades businesses, these leads are overpriced, low quality, and highly competitive.
Let’s break this down and explore why you don’t need to rely on platforms like Checkatrade to build a thriving trades business—and how you can grow your **brand** and your business the right way.
The Problems with Lead-Generation Platforms
Most lead-generation companies have minimal requirements for who can sign up. This means that anyone—from a seasoned professional to a DIY hobbyist—can register and start competing for leads.
As a result, you’re often pitching your services against tradespeople who have far lower overheads and, frankly, far less experience. Here’s the reality: clients don’t care about your overheads. They simply want the best price, and they’re happy to squeeze your profit margins in the process.
For instance, a one-man-band DIYer earning £500–£1,000 a week might undercut your quote by 20–30%. They don’t have the same costs as you—business insurance, office expenses, equipment investments, or training—but the customer doesn’t see that.
This creates a race to the bottom, where price wins over quality. And when you’re relying on platforms like Checkatrade, you’re trapped in this cycle.
The Wren Kitchens Lesson: How Big Brands Win Customers
Let’s take a step back and look at a completely different industry: kitchens. Companies like Wren Kitchens dominate the market, despite stiff competition from smaller, independent installers. Why?
Here are the key takeaways from Wren’s success:
- They focus on brand awareness.
Wren advertises aggressively—on TV, online, and in print—so they’re the first name people think of when considering a new kitchen. - They create an experience.
Their showrooms are designed to make customers feel comfortable and confident. Once a potential buyer steps inside, Wren’s sales process kicks into high gear. - They invest in sales skills.
Unlike many tradespeople who rush from job to job, Wren’s salespeople are trained to close deals. They focus on building trust, answering questions, and guiding customers to a decision. - They emphasize customer service.
Customers believe (rightly or wrongly) that if there’s ever an issue, they can visit the showroom and speak to someone face-to-face.
Despite their higher costs and the fact that smaller tradespeople often deliver better-quality work, Wren still wins because of their brand, sales, and marketing strategy.
How You Can Build Your Brand and Compete with the Big Players
The good news? You don’t need a multimillion-pound advertising budget to create a successful trades business. With the right approach, you can build a powerful, profitable brand that generates leads without relying on platforms like Checkatrade.
Here’s how:
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Invest in Marketing and Branding
To grow your business, you need to get your name out there. Potential customers should think of you first when they need your services.
- Use social media to showcase your work. Platforms like Facebook and Instagram are ideal for sharing before-and-after photos, testimonials, and offers.
- Create a Google Business Profile to improve your local SEO and appear in “near me” searches.
- Distribute flyers in your local area, targeting neighborhoods where your ideal customers live.
At TradeCoach.co.uk, we specialise in teaching tradespeople how to market effectively—without spending a fortune.
2. Focus on Sales Skills
Good sales skills can transform your business. It’s not just about quoting for jobs; it’s about building relationships, overcoming objections, and asking for the sale.
Most tradespeople don’t think of themselves as salespeople, but mastering this skill is essential if you want to grow. Our Off the Tools Programme includes a dedicated module on sales mastery, helping you become a confident, effective salesperson.
3. Offer More Value
When you compete on price, you’ll always be undercut. Instead, focus on providing more value to your customers. This could include:
- Free add-ons (e.g., a power washer with every driveway installation).
- Extended warranties or service plans.
- High-quality materials and craftsmanship that justify a premium price.
4. Create a Local Presence
Wren’s showrooms are a key part of their success—but you don’t need a high-street location to achieve the same effect.
Consider setting up a small showroom, even in a low-cost location like an industrial estate. This gives customers a place to visit, ask questions, and see your work in person.
In my own experience, opening a showroom transformed my driveway business. We started small—with just me and my wife—and grew to a team of seven within a year. This allowed us to raise our prices, offer more value, and focus working ON the business, not just in it.
5. Learn to Generate Leads Independently
You don’t need Checkatrade or similar platforms to generate leads. There are countless free and low-cost ways to attract customers, including:
- Social media ads targeted to your local area.
- Email marketing to keep in touch with past clients and encourage referrals.
- Content marketing (e.g., blogs, videos) to build trust and showcase your expertise.
In our Lead Generation Module, we teach you how to master these techniques so you can consistently bring in high-quality leads without paying for overpriced, low-value platforms.
The Bottom Line: Build YOUR Business, Not Someone Else’s
When you rely on lead-generation platforms like Checkatrade, you’re growing their business—not yours. You’re competing on price, chasing low-quality leads, and surrendering control of your marketing.
Instead, focus on building a recognisable brand, mastering sales, and creating a marketing system that works for you. At TradeCoach.co.uk, we help tradespeople take control of their businesses, boost profits, and achieve long-term success.
Ready to take the next step? Visit www.TradeCoach.co.uk to learn more about our programmes and how we can help you transform your business today.
Check out my instagram post for more info
To Your Success
Daren
to arrange a free discovery call visit our website or book a free strategy call here
