Builder's Guide to Offering Heat Pumps (Without the Headaches)

The Opportunity You Are Probably Overlooking

If you are a builder, plumber, electrician, or general contractor in London or the South East, there is a very good chance that at least one of your customers has asked you about heat pumps in the past six months. And there is a very good chance you said something along the lines of: “That is not really our area — you will need to find a specialist.” This guide explains how builders can offer heat pump installation to their customers — earning real money and adding genuine value — without needing MCS certification, specialist staff, or any of the usual headaches.

Related reading: Heat pump subcontractor in London: why builders work with us | MCS umbrella explained: what builders and installers need to know

Why Builders Should Care About Heat Pumps in 2026

The gas boiler ban is here

As of 2025, the Future Homes Standard prohibits gas boilers as the primary heating system in new build homes. If you work on any new construction — even extensions that trigger Part L compliance — heat pumps are increasingly the default specification.

Customer demand is accelerating

The BUS Grant budget is driving unprecedented consumer interest. Homeowners who are renovating, extending, or simply replacing a failing boiler are actively seeking heat pump quotes. The installer who can offer a complete solution — building work plus heat pump — wins the job.

It is a margin opportunity, not a cost centre

Whether you choose to earn a referral fee or offer white-label installation, heat pumps add revenue to your existing customer relationships. You are not investing capital — you are monetising the trust your customers already place in you.

Your competitors are figuring this out

The builders who move first will establish relationships with the best installation partners and build a reputation for offering a complete, modern service. Those who wait will find themselves losing customers to competitors who can say “yes, we can sort the heat pump too.”

Model 1: The Referral Programme (Simplest Option)

The easiest way to earn from heat pumps is through our builder referral programme. It requires zero technical knowledge, zero investment, and zero changes to your existing business.

How it works

1. Your customer asks about a heat pump — during a renovation, extension, boiler replacement, or new build project
2. You make the introduction — you give us their contact details (with their permission) or pass them our details
3. We handle everything — site survey, design, quotation, installation, MCS certification, BUS Grant processing (subject to eligibility criteria set by Ofgem), and aftercare
4. You get paid — once the installation is complete, we pay you a referral fee of £300–£600 depending on the project value

What you earn

If you refer just two customers per month, that is an additional £800–£1,200 per month of pure profit — with no labour, no materials cost, and no risk.

Why customers prefer a referral from their builder

Homeowners trust their builder. When you recommend a specific heat pump installer, your customer is far more likely to proceed than if they were searching online cold. This is why our conversion rate on builder referrals is significantly higher than our direct marketing leads — and why we are willing to pay a meaningful referral fee for them.

What you need to do

Nothing technical. You do not need to understand heat pump sizing, MCS regulations, or BUS Grant paperwork. You simply need to recognise when a customer might benefit from a heat pump and make the introduction. We take it from there.

Model 2: White-Label Installation (For Builders Who Want More)

If you want to go beyond referrals and actually offer heat pump installation as part of your service — under your own brand — our white-label model is designed for exactly that.

How it works

1. You quote the customer — including the heat pump as part of your overall project (renovation, extension, new build)
2. We provide the trade price — a fixed, all-inclusive price for the heat pump element (equipment, installation, MCS certification, BUS Grant processing)
3. You add your margin — typically 10–20% on top of our trade price
4. We install under your brand — our engineers attend site, work to your schedule, and maintain your customer relationship
5. You deliver the completed project — heat pump, building work, everything under one roof

What you earn

With the white-label model, your earnings per project are typically £1,000–£2,500 depending on the system size and your chosen margin. Over the course of a year, if you are delivering just one heat pump project per month, that is an additional £12,000–£30,000 in annual revenue.

Why this model works

Your customer gets a single point of contact (you), a single quote, and a single project manager. They do not need to coordinate between a builder and a separate heat pump company. This simplicity is a genuine competitive advantage — and customers are willing to pay for it.

Related reading: White-label heat pump installation for builders and contractors

No MCS Required — We Handle the Certifications

When you work with Electromatic M&E — whether through the referral programme or the white-label model — we provide all the necessary certifications:

• MCS certification (via our MCS Umbrella Scheme) — required for the BUS Grant
• G3 unvented hot water certification — required for installing the hot water cylinder
• Gas Safe registration — required for decommissioning the existing gas boiler
• Level 3 ASHP qualification — the Ofqual-regulated engineering competence standard

You bring the customer relationship and the project management. We bring the specialist certifications and technical expertise. It is a clean division of responsibility.

A Practical Example: How This Works on a Real Project

Let us walk through a realistic scenario to show how the numbers work.

The situation

You are carrying out a kitchen extension for a homeowner in Twickenham. The customer mentions that their gas boiler is 15 years old and they have been thinking about a heat pump. They have heard about the £7,500 grant.

Option A: Referral

You say: “I work with a specialist heat pump installer — Electromatic M&E. They work under MCS certification and can handle the BUS Grant. Shall I put you in touch?”

The customer says yes. You pass their details to us. We survey, quote, install, and commission. The customer pays a reduced amount after the BUS Grant (subject to eligibility criteria set by Ofgem). You receive a £400 referral fee. Total effort on your part: one email.

Option B: White-label

You say: “We can handle the heat pump as part of this project. Let me put together a quote for the extension and the heating upgrade together.”

You contact us for a trade price. We quote £9,800 all-inclusive. You add your 15% margin (£1,470) and present a combined quote to the customer. The customer appreciates the simplicity of one contractor handling everything. You earn £1,470 on the heat pump element alone, plus your normal margin on the extension.

Common Concerns — and Honest Answers

“What if the heat pump goes wrong? I do not want complaints.”

All installations carry manufacturer warranties (typically 5–7 years) and our workmanship guarantee. If there is a fault, we handle it. In the referral model, the customer deals with us directly. In the white-label model, you can either handle the communication yourself (with our support) or direct the customer to our aftercare team.

“I do not know anything about heat pumps. How can I sell them?”

You do not need to be an expert. For the referral model, you literally just make an introduction. For white-label, we provide you with all the information you need to present confidently to your customer — including system specifications, estimated running costs, and BUS Grant details. We are a phone call away if the customer asks a question you cannot answer.

“Is the BUS Grant definitely available?”

The BUS Grant of £7,500 per air source heat pump is currently funded and available in England and Wales, subject to eligibility criteria set by Ofgem. It is applied at the point of installation, so the customer never pays the full price. Not all properties qualify, and our team checks eligibility during the initial assessment.

“Will this compete with my existing services?”

No — it complements them. Heat pumps replace gas boilers, which are not a service most general builders provide anyway. By offering heat pumps (via referral or white-label), you are adding a service that your customers are already seeking, rather than cannibalising your existing revenue.

Frequently Asked Questions

How do I sign up for the builder referral programme?

Contact us at admin@electromatic.uk or call 07718 059 284 to register as a partner. There is no cost, no commitment, and no minimum number of referrals required. You will receive direct contact details for our trade team.

How much do I earn per referral?

Referral fees range from £300 to £600 per successful installation, depending on the project value. A standard ASHP retrofit typically earns £400, while larger projects (ASHP + solar PV) can earn up to £600. Fees are paid within 30 days of installation completion.

Do I need to be a registered company to participate?

You can participate as a sole trader or a limited company. We pay referral fees via bank transfer and issue a remittance advice for your records.

Can I participate in both the referral and white-label programmes?

Yes. Many of our partners start with referrals and progress to white-label as they become more comfortable with the product. You can use whichever model suits each individual project — there is no exclusivity requirement.

What areas does the programme cover?

Our builder referral and white-label programmes cover all of Greater London, Surrey, Berkshire, and Middlesex. Our core area is South West London (Richmond, Kingston, Twickenham, Hampton), but we work across all London boroughs and can extend further for larger projects.

Join Our Builder Referral Programme Today

Stop turning down heat pump enquiries. Whether you want to earn simple referral fees or build a full white-label heat pump offering, Electromatic M&E makes it easy for builders to say yes to their customers.

Register as a partner →

Call us: 07718 059 284 | Email: admin@electromatic.uk

The information in this article is for general guidance only and does not constitute legal, commercial, or financial advice. Referral fee amounts and white-label pricing are indicative and subject to agreement. The Boiler Upgrade Scheme (BUS) grant of £7,500 is subject to eligibility criteria set by Ofgem — not all properties qualify. Electromatic M&E Ltd operates under MCS certification via our accredited umbrella partner. All installations comply with Building Regulations Part L and MCS standards. E&OE.

Written by Electromatic M&E Ltd — ASHP & Solar installer, London & Surrey (electromatic.uk)

Last updated: April 2026 | Electromatic M&E Ltd, Company No. 13837345