How Canadian Homeowners Really Choose Contractors: 3 Surprising Statistics That Will Change Your Marketing

Think you know how homeowners find and hire contractors? Think again.

Most trade business owners assume it's still all about word-of-mouth referrals and being the lowest bidder. But extensive research across Canada reveals a completely different reality—one that could transform how you market your electrical, plumbing, HVAC, or contracting business.

The data we're about to share comes from multiple national surveys involving tens of thousands of Canadian homeowners. These aren't guesses or outdated assumptions. This is exactly how your potential customers are choosing contractors right now.

Here are three statistics that will change everything you thought you knew about customer acquisition in the Canadian trades.

Statistic #1: 64% of Canadians Don't Trust General Contractors (But They Still Hire Them)

A comprehensive survey by Reno-Assistance and Ipsos found that 64% of Canadians do not trust general contractors. Even more shocking: 70% of Canadians have difficulty finding a contractor they trust for renovations worth $5,000 or more.

But here's the twist—they still hire contractors anyway. Why? Because they have to.

The Regional Trust Breakdown:

• Toronto leads distrust at 78%—the highest in Canada

• Vancouver follows closely with significant contractor skepticism

• Atlantic provinces actually show the highest trust levels, despite experiencing the most renovation stress

The Trust Hierarchy Among Trades:
According to the 2024 Bidmii survey, Canadian homeowner trust breaks down as follows:

• Electricians: 46.6% trust level (highest among all trades)

• Plumbers: 41.8% trust level

• Architects: 35.4%

• General Contractors: only 28.6%

What This Means: If you're an electrician or plumber, you start with a trust advantage. If you're a general contractor, you're fighting an uphill battle from day one. But here's the opportunity: nearly 1 in 5 Canadians (18.8%) don't trust any building professionals. This massive trust gap represents enormous market opportunity for contractors who can prove their reliability.

Statistic #2: 88% Rely on Referrals BUT 76% Research Online First

Here's where it gets interesting. The 2025 Homeowner Survey found that 88% of homeowners use referrals to measure contractor trust, while 74% rely on online reviews. But the Modernize study revealed that 76% of homeowners spend more than an hour researching online before making contact.

The Modern Homeowner Journey:

1. Emergency or planned need arises (40% are emergency situations)

2. Immediate online research (Google searches, review sites, company websites)

3. Ask for referrals from friends, family, neighbors

4. Cross-reference referrals with online presence and reviews

5. Make initial contact with 2-3 contractors

This isn't an either/or situation—it's both/and. Canadians want the personal validation of referrals AND the verification of a strong online presence.

Why This Matters: You can't just be good at your trade anymore. You need to be findable, trustworthy, and recommended both online and offline. A great reputation without digital presence means you're invisible to 76% of researching homeowners. Strong SEO without referrals means you lack the personal validation Canadians crave.

Statistic #3: After Price, 53.6% Prioritize Expertise & Online Reviews Over Everything Else

Forget the myth about Canadians only caring about the lowest price. The Modernize 2023 report found that after price, 53.64% of homeowners prioritize professional expertise, online ratings, and reviews when selecting contractors.

The contractor selection hierarchy looks like this:

• Company reputation: 31% (most important single factor)

• Professional licensing: 16%

• Contractor experience: 13%

• Quality of materials: 13%

• Insurance coverage: under 10%

• Low-cost bids: under 10%

The Expertise Signal: Homeowners are looking for competence indicators:

• Licensing and certifications prominently displayed

• Detailed project portfolios (before/after photos)

• Specific expertise mentions (code compliance, warranty details, specialized training)

• Professional communication and responsiveness

What This Reveals: Canadian homeowners are willing to pay more for confidence. They want to hire the contractor who knows what they're doing, not necessarily the cheapest option. This creates a massive opportunity for trades who can effectively communicate their expertise and reliability.

What This Means for Your Canadian Trade Business

Understanding these three statistics changes everything about how you should approach marketing and customer acquisition.

The Trust-Building Pyramid:

1. Competence (licensing, expertise, specialization)

2. Consistency (reliable communication, showing up on time, following through)

3. Communication (answering calls, clear explanations, professional interactions)

Your Two-Channel Strategy:
You need both strong referral generation AND digital presence optimization. Here's how:

Referral System Optimization:

• Follow up with every completed job for reviews and referral requests

• Create a formal referral program with incentives for customers

• Stay top-of-mind with past customers through newsletters and maintenance reminders

Digital Presence Enhancement:

• Professional website with project galleries and clear contact information

• Google Business Profile optimization with regular posts and review responses

• Online review management across Google, Facebook, and industry-specific sites

The Voice Trade Advantage:
Here's where everything connects. The research shows that professional communication and responsiveness are critical trust factors. But 72% of trade business calls still go unanswered, and 80% of callers won't leave voicemails.

Voice Trade's AI receptionist ensures you never miss the initial contact that starts the trust-building process. When homeowners call after their online research, they get immediate, professional responses. When referrals reach out, they're answered instantly. This combination of digital discoverability and communication reliability gives you the ultimate competitive advantage in a market where trust is everything.

Your Next Steps

The data is clear: Canadian homeowners want contractors they can trust, and they're using both online research and personal referrals to find them. Success comes from excellence in both areas, supported by flawless communication.

Start with these three actions:

1. Audit your online presence—search your business name and see what homeowners find

2. Create a referral system—make it easy for satisfied customers to recommend you

3. Never miss another call—ensure every homeowner inquiry gets immediate, professional response

Ready to capture every lead and build unshakeable trust with Canadian homeowners? Voice Trade's AI receptionist integrates seamlessly with both your digital marketing and referral systems, ensuring no opportunity slips through the cracks.

Get your free consultation today and see how we help Canadian trades turn research into revenue.