What is MyBuilder

Full definition

MyBuilder is a UK online lead generation platform for domestic tradespeople, connecting homeowners who need building, renovation, and maintenance work with local skilled contractors. The platform operates a pay-per-shortlist model: there are no joining fees, no monthly subscriptions, and no charge to submit an initial introduction to a homeowner. A lead fee is charged only when a homeowner actively shortlists a tradesperson, at which point both parties exchange verified contact details.

Founded in 2004, MyBuilder covers a broad range of trades including builders, electricians, plumbers, plasterers, decorators, and landscapers. The platform targets the domestic repair and improvement market across the whole of the United Kingdom.

How the lead and vetting model works

Homeowners post job descriptions free of charge. MyBuilder's matching system identifies tradespeople whose registered trade, skills, and working area correspond to the job, and alerts them. Any interested tradesperson can send a free introduction message to the homeowner. At this stage no fee is charged.

The shortlist mechanism is the cost trigger: when a homeowner reviews introductions and chooses to shortlist a tradesperson, verified contact details are exchanged and a lead fee is deducted from the tradesperson's account. Fees range from approximately £2 to £35, scaled to the estimated job size. Tradespeople are not charged if they send a message but are not shortlisted.

Tradespeople set a custom working area so that leads shown to them are geographically relevant. Platform ranking takes into account proximity to the job location, customer review scores, and responsiveness — how quickly a tradesperson reacts to new leads.

Vetting is conducted at registration. Every tradesperson must provide ID documentation and company details. Regulated trades require additional certification; for example, gas engineers must hold a valid Gas Safe registration. Skill assessments are carried out, and only tradespeople who pass are permitted to access live leads. MyBuilder monitors ongoing performance through the review system.

Why it matters for trades

The pay-per-shortlist structure means a tradesperson's expenditure is directly correlated with homeowner intent. Unlike subscription platforms where a monthly fee is charged regardless of lead volume, MyBuilder costs nothing during quiet periods. For sole traders or small teams with irregular workloads this reduces financial risk.

The introduction step also serves as a lightweight self-selection filter: homeowners who shortlist have typically already read the tradesperson's profile and reviews, indicating a higher baseline of purchase intent than a cold directory impression.

The platform's review history, displayed publicly on each profile, creates a cumulative trust asset that compounds over time as completed jobs are added.

Difference from owned demand (local SEO and AI)

Dimension	MyBuilder	Owned demand (local SEO + AI visibility)
Cost trigger	Fee on shortlist (£2–£35 per lead)	No per-lead cost after initial setup
Traffic ownership	Platform-controlled directory	Owned; permanent on your domain
Lead exclusivity	Non-exclusive; several trades can message per job	Exclusive if you rank first organically
Brand visibility	Profile on mybuilder.com domain	Brand on your own domain
AI citation potential	Platform domain cited, not the individual trade	Your business name citeable by AI assistants
Portability	Review history not transferable on departure	Domain authority and reviews remain owned

MyBuilder provides access to active job-seekers with no upfront commitment, but each shortlisted lead is a direct cost. Owned demand — a well-optimised Google Business Profile, strong local SEO, and structured content that AI assistants can cite — generates enquiries at zero marginal cost once the infrastructure is in place.

Related terms

Checkatrade, Rated People, local SEO.