Word of mouth four times more powerful than advertising amongst over 55s – survey reveals.

New research from Checkatrade.com, the UK's most trusted website for monitoring the reputation of tradespeople, has revealed that word of mouth is the most powerful tool to reach homeowners over 55 years old.

The research, which Checkatrade conducted amongst 2,000 homeowners, found that three quarters of homeowners over 55 said they trusted a reliable recommendation from a friend or family member more than any advertising or marketing.

In contrast, only 1 in 7 said they were content looking through the local directory to find a tradesman. However, despite rogue traders and cowboy builders being on the rise and increased internet usage, less than 1 in 20 over 55s take the trouble to consult a tradesperson review site, such as Checkatrade.com, before employing a trader.

Almost half of respondents said they have experienced a tradesperson who had completed a job unsatisfactorily, and 60% of these have experienced this more than once. On average, it costs over 55s an additional £100-£300 to put right badly done jobs carried out by cowboy builders and bring it up to a professional standard.

Over 55s rate tidiness more than any other age group
The survey also highlighted that mature British homeowners rate tidiness above all other qualities when choosing a tradesperson. Over 70% cite it as the deciding factor, and, despite our increasingly hectic schedules, just 1 in 16 property owners over 55 favour tradespeople who simply get the job done quickly.

Meanwhile 1 in 6 busy homeowners are more concerned with whether their tradesperson turns up to the job on time, and only 1 in 25 homeowners say being polite is the best way to win them over.

Commenting on the findings, Kevin Byrne, founder of Checkatrade.com, said: “Our research findings prove how valuable word of mouth is amongst members of this mature age group and a respectful tradesman who keeps the property tidy is of upmost importance when putting trust in a trader.

“The survey shows that tradespeople competing in difficult times need to offer the whole package – accuracy, speed, punctuality, politeness and personal presentation. Homeowners consider it vital for tradespeople to treat their properties with respect.

“Reputation matters. Word of mouth and recommendations are immensely powerful and this is what we have built our business on. Customers remember a job well done, but neither will they be quick to forget poor service. Checkatrade.com was designed to prevent the most vulnerable being exploited and hopefully our service helps mature homeowners feel confident and safe with the tradespeople they employ.”