HomeStars Alternative for Contractors in Canada
By MarketingToolsProHub Editorial Team | Last updated: | 5 min read
What is a good HomeStars alternative for contractors?
For most Canadian contractors, the strongest alternative is a free Google Business Profile plus your own website, which bring enquiries without a fee per lead. Directories such as TrustedPros and Houzz work differently from HomeStars, which combines subscription fees for placement with pay-per-lead pricing. Compare them on cost per job won.
- HomeStars: reported to combine subscription fees for profile placement with pay-per-lead pricing; rates vary by trade and region.
- TrustedPros: reported as subscription-based, with prices by trade and market given on request.
- Google Business Profile: free, for businesses that make in-person contact with customers.
- Your own website: a one-off cost, no per-lead fee, and the reviews and contacts stay yours.
- GST/HST applies to platform fees; registered businesses may claim input tax credits.
How do HomeStars alternatives compare for contractors?
| Option | How you pay | Who owns the customer relationship |
|---|---|---|
| HomeStars | Subscription for placement, plus pay per lead | Shared: leads may go to several pros |
| TrustedPros | Subscription, priced by trade and area | Shared directory listing |
| Houzz | Free profile; paid software and advertising plans | Shared, design-focused audience |
| Google Business Profile | Free | You: calls and messages come to you |
| Your own website | One-off build, then hosting | You: enquiries, reviews you collect, and your contact list |
Lead prices are approximate industry figures at the time of writing, not published price lists. Each platform prices leads by job type, location and competition, so your actual costs depend on your trade, area and settings.
For contractor websites we build, see our local business website page.
Why do contractors look for a HomeStars alternative?
Mostly because of paying for leads that don't turn into jobs. Launch & Found describes the model as "pay for placement, pay per lead, and compete with other pros for the same job", with pricing that varies by trade, region and competition. When several contractors pay for the same homeowner, your cost per job won can climb quickly.
Others stay because the badge and reviews help win work in their area. If HomeStars brings profitable jobs, keep it, and build your own channel alongside.
How do you work out what a lead platform really costs?
Use the same sheet for every platform, every month:
| Line | What to enter |
|---|---|
| A. Total paid this month | Subscription + lead fees + tax |
| B. Leads received | Every contact the platform charged you for |
| C. Jobs won | Signed jobs that came from those leads |
| D. Cost per job won | A ÷ C |
| E. Average profit per job | From your own records |
If D is close to E, the platform is eating your margin. Compare D across HomeStars, other directories and enquiries from Google and your website.
What should you check before signing a directory contract?
- Contract length and whether it renews automatically.
- Cancellation notice: how many days, and in what form.
- What you pay for: placement, leads, or both, and whether leads are shared with other contractors.
- Lead credits: whether you can get credit for fake, duplicate or out-of-area leads.
- Your reviews: whether they stay visible if you leave.
- Tax: whether quoted prices include GST/HST.
Ask for the answers in writing before you sign.
Can a Google Business Profile replace HomeStars?
For many contractors, it becomes the main source of calls. It's free, and Google says local results are based mainly on relevance, distance and popularity. That means accurate services and service areas, real photos of your work, steady Google reviews, and quick replies to messages.
Service-area businesses can hide their address and list the areas they serve instead. Ask every customer for a Google review after the job, so your reputation builds somewhere you control.
What should a contractor website include to replace lead platforms?
- A page for each service and each main area you cover ("basement renovation in Mississauga").
- Project photos with a short description: what, where and how long it took.
- Google reviews shown on the site, and your licences and insurance stated clearly.
- Tap-to-call, WhatsApp and a short quote form on every page.
- Starting prices or price ranges where you can give them.
Our local business website checklist covers each item, and our guide to small business website costs compares the ways to build it. For US platforms, see our guide to Angi vs Thumbtack.
What does a contractor website cost in Canada?
With us, a contractor website with service and area pages, a quote form and WhatsApp starts at $5,000 USD (Custom Business Website), with a fixed written quote after a free discovery call. You own the website and domain once paid. We work across Canadian time zones, 7 days a week.
These are approximate figures based on published pricing and industry reports at the time of writing. Your actual cost depends on your scope and will be confirmed after a free discovery call with us.
Whether GST/HST applies to a service bought from outside Canada depends on your situation; ask your accountant. See it in action: our local business website demo (a demo, not a client project) shows services, reviews and a quote request on a phone. Check your current site with our free local business website grader.
Frequently asked questions
Summary
The best HomeStars alternative for most contractors is a free Google Business Profile plus a website you own. Directories such as TrustedPros and Houzz can add reach, but like HomeStars' placement-plus-lead model, they should earn their place by cost per job won. Track every platform the same way and build the direct channel alongside.
Check your current site with our free local business website grader.
Sources checked
Information checked on . Prices, fees and policies change, so confirm details with the source before relying on them. This article is general information, not legal or tax advice.
- Launch & Found: is HomeStars worth it for contractors? (2026, reported pricing model)
- Get A Home Pro: TrustedPros review (21 March 2026, reported pricing model)
- Google Business Profile Help: tips to improve your local ranking
- Google Business Profile Help: business eligibility and ownership guidelines
- Canada Revenue Agency: charge and collect the tax (GST/HST rates)