A new generation is turning to reviews, ratings and comparison sites rather than relying solely on recommendations from friends and neighbours.

Ask a homeowner how they found their builder a generation ago and the answer would probably have been that somebody they knew recommended them.

A neighbour who had an extension built. A friend who had recently renovated their home. A relative who knew a reliable local tradesperson. Personal recommendations were often the starting point when choosing somebody to work on your home.

New research from the HomeOwners Alliance and the Federation of Master Builders (FMB) reveals how that is changing. For many younger homeowners, online reviews have replaced recommendations from friends and neighbours.

It is part of a wider shift in consumer behaviour. A generation that books holidays, orders food and buys everything from furniture to financial services online is naturally applying the same habits to home improvement projects.

One in three homeowners under 35 use online reviews as part of the process, according to the research, while almost a quarter use comparison sites to search for tradespeople. Younger homeowners are also more likely to judge a builder by their website and branding than older generations.

At the same time, they are less likely to carry out some of the checks that older homeowners have long regarded as essential. Just 8% check whether a builder belongs to a trade body such as the FMB, compared with 21% of over-55s, while only 15% verify qualifications such as Gas Safe registration, versus 27% of older homeowners.

Yet a professional website or a collection of glowing reviews does not always tell the full story.

Experience, qualifications, insurance and a proven track record can be harder to assess from an online profile alone.

Industry experts warn that while online research can be a useful starting point, it should not be the only factor homeowners consider.

Brian Berry, Chief Executive of the Federation of Master Builders, says appearances can be deceptive.

“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, Chief Executive of HomeOwners Alliance, adds homeowners should look beyond online ratings before making a decision.

“My message to anyone hiring a builder is simple: don’t rely solely on what you see online,” she says.

“It’s important to check your builder has been properly vetted, so you’re not leaving yourself exposed to rogue or cowboy traders.

The next time you need a builder, although your search may well begin online, it is still worth taking the time to check who you’re hiring before handing over any money and the keys to your home.