I'm not a fan of heat lamps, just my personal opinion. I know many people use them with no issues at all. But I've used them in the past for other animals. They work, but they have a tendency to blow out. Which leave you with no heat. I've also heard stories of chickens knocking them over, starting fires. For those reasons, when I decided to get chicks for the first time last year, I researched and found they had heating plates, that use FAR LESS electricity than the heat bulbs. They have 4 legs, so they can't be tipped over. I decided to buy one. I bought the Rent-A-Coop heating plate. I bought the biggest one they had, figuring the number of birds it could handle would be grossly overrated, much like the pre-built chicken coops. Well it was much bigger than I needed, for my 16x day old chicks. But it worked perfectly. The chicks were happy. And I won't use anything else in the future. And I definitely recommend them to anyone getting new baby chicks. Especially with rising electric rates. I can't speak about any of the other brands, but I wound imagine they're all pretty similar. But I also recommend getting the no-roost cover for the top of it. It'll save you a lot of time cleaning chicken poop off the top of it. I'm definitely happy I got one.