Is Homestars Worth It for Contractors? Honest Look at Costs & ROI

If you’re a contractor in Canada—whether you’re a roofer, plumber, electrician, or renovator—you’ve probably felt the pull of Homestars. It’s the go-to review site for homeowners looking for reliable trades. But the big question is: is Homestars worth it for contractors?

I’ve talked to dozens of small business owners who have tried it. Some swear by it. Others feel like they’re throwing money into a black hole. So let’s cut through the hype and look at the real costs, benefits, and whether it’s the right move for your business.

What Homestars Actually Costs (Spoiler: It’s Not Free)

Homestars makes its money from contractors, not homeowners. You can have a basic free listing, but if you want to actually get leads, you’ll need to pay. The pricing isn’t public—it varies by trade and location—but here’s a rough idea:

• Free listing: You get a profile, but it’s buried. Homeowners can find you, but you won’t get many calls.
• Paid membership: Typically $100–$300 per month, depending on your category. Some contractors in competitive markets (like Toronto) pay more.
• Lead generation add-ons: Some plans charge per lead or require a commitment to a certain number of leads per month.

On top of that, you have to earn good reviews. And that takes time, effort, and sometimes a little sweet-talking with clients.

The Good: Why Some Contractors Love Homestars

1. Trust Factor

Homeowners trust Homestars reviews because they’re verified (sort of). A homeowner has to confirm they actually hired you before they can leave a review. That cuts down on fake reviews. For a new contractor, having a handful of positive reviews can be a huge credibility boost.

2. Steady Flow of Leads (If You’re in the Right Spot)

If you’re in a busy market and you’ve got a good rating, Homestars can send you a steady stream of inquiries. One electrician I know in Vancouver says he gets about 10–15 leads a month from his paid listing. He converts about half. That’s solid ROI.

3. You Can Control Your Reputation

Homestars lets you respond to reviews—both good and bad. If a client leaves a negative review, you can explain your side. That can actually help you look more professional.

The Bad: Where Homestars Falls Short

1. The Cost Adds Up

At $150–$300 a month, that’s $1,800–$3,600 a year. If you’re only getting a couple of leads, that’s expensive. And if you’re in a smaller town, the volume might not justify the cost.

2. Not All Leads Are Quality

Some contractors complain that the leads are tire-kickers—people just shopping around. You might spend time on quotes that go nowhere. One roofer told me he stopped using Homestars because he was spending hours on calls that never turned into jobs.

3. You’re Competing on Price

Homestars tends to favour the lowest-priced contractors. If you’re premium-priced, you might get fewer calls. And the platform doesn’t do much to differentiate quality work from cheap work.

4. You Don’t Own Your Leads

When a lead comes through Homestars, you don’t get their contact info unless you pay. And if you stop paying, you lose access to your history. That’s a risk.

Real Talk: Is Homestars Worth It for Contractors?

It depends. Here’s a quick checklist to help you decide:

• Yes, if: You’re in a competitive urban market, you can afford the monthly cost, and you have a system to convert leads quickly.
• No, if: You’re in a rural area, you have a low margin business, or you’re already drowning in referrals.
• Maybe, if: You’re new and need to build trust fast. Just be prepared to work for those reviews.

Practical Tips to Make Homestars Work for You

If you decide to try it, here’s how to get the most out of it:

1. Ask every happy client for a review. Don’t be shy. Send a follow-up email with a direct link to your Homestars profile.
2. Respond to every review—good or bad. It shows you care.
3. Track your leads. Use a simple spreadsheet to track where each lead came from and whether it turned into a job. That way you know your true cost per lead.
4. Don’t rely on Homestars alone. Diversify. Use Google Business Profile, word of mouth, and maybe even a simple website.

The Bottom Line

Homestars can be worth it for contractors—but only if you go in with your eyes open. It’s not a magic bullet. It’s a tool, like any other. The key is to test it for a few months, track your numbers, and decide if it’s earning its keep.

And if you’re thinking about building your own website to take control of your online presence, I can help you see what’s possible—without the sales pitch.

See your site before you pay a cent

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Need more honest advice about websites and SEO? I’m a straight-talking web developer who builds sites for Canadian small businesses. No jargon, no upsells—just practical help.