The Federation of Master Builders (FMB) is warning a ‘digital first approach’ to hiring builders could leave younger homeowners more exposed to rogue builders. New research from the FMB and HomeOwners Alliance (HOA) shows young homeowners are increasingly choosing builders the same way they shop online – relying on reviews, comparison platforms and branding rather than traditional vetting checks – putting them at risk of choosing an unqualified and untrustworthy builder.
The research suggests this approach could leave younger homeowners more exposed to rogue traders. One in three (33%) homeowners under 35 rely on online reviews when choosing a builder – compared with just 16% of over-55s – while almost a quarter (24%) use comparison platforms to shop for tradespeople.
However, younger homeowners are far less likely to carry out more traditional checks before hiring a builder. Just 8% check whether a builder is a member of a trade body like the FMB – compared with 21% of over-55s – while only 15% verify formal qualifications such as Gas Safe registration, versus 27% of older homeowners.
Younger homeowners are also twice as likely as the overall average to judge a builder based on their website and branding (20% vs 9%), treating home improvement decisions more like other online purchases.
Brian Berry, Chief Executive of the Federation of Master Builders, said:
“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.”
Paula Higgins, CEO of HomeOwners Alliance, added:
“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.”
This is our 10th annual Homeowner Survey. The latest research was conducted by Opinium on behalf of HomeOwners Alliance and Federation of Master Builders surveying a nationally representative sample of 2,000 UK adults aged 18+ between 13-18 February 2026 including 1,233 homeowners and 554 aspiring homeowners.
About the Federation of Master Builders
The Federation of Master Builders (FMB) is the largest trade association in the UK construction industry representing thousands of firms in England, Scotland, Wales and Northern Ireland. Established in 1941 to protect the interests of small and medium-sized (SME) construction firms, the FMB is independent and non-profit making, lobbying for members’ interests at both the national and local level. The FMB is a source of knowledge, professional advice and support for its members, providing a range of business building services to help them succeed. The FMB is committed to raising quality in the construction industry and members have to pass a professional vetting and independent inspection process. The FMB also offers a free service to consumers called ‘Find a Builder’. Please visit www.fmb.org.uk.
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The FMB constantly lobbies Government at all levels to boost output and raise standards of safety and professionalism in construction. To keep abreast of our campaigns and news, and to join the debate, follow us at @fmbuilder, find us on LinkedIn or like us at www.facebook.com/FederationofMasterBuilders.