Getting customer reviews is vital for growing a service business.
Unfortunately, many home service entrepreneurs don’t have a formal process for asking for reviews. Instead, they ask ad-hoc and hope happy customers will leave reviews on their own.
This doesn’t work.
Worst of all, all those lost reviews translate directly into lost business.
If this sounds like you, then you’re in the right place.
If you want to consistently get more positive customer reviews, you need a simple, repeatable process. Here’s how to start.
Get More Reviews: Your 4-Step Process
Use the 4 steps below to get more positive customer reviews. You can modify the steps based on your unique business, but the basics should always be the same. Once you’ve fine-tuned the system to your business, train your staff so that it becomes a repeatable, natural habit within your business.
- Prime the customer to give a review
- Deliver superb work
- Ask for a customer review when the job is done
As you read through each step, you’ll notice many different examples and ideas to help with implementation. The reason for this is that we understand your business is unique, and that you may want to do things differently.
For example, whether you ask for reviews before you send the invoice or after will depend on your particular business. Plumbers tend to invoice immediately after the job is done, whereas landscape businesses can wait a few days to ensure all loose ends are tied up.
You’ll also notice that a big part of this system is mentioning and asking for reviews at multiple touchpoints.
This significantly improves your odds of getting more reviews. As Dave Moerman, owner of Revive Washing, says:
“In our sales cycle, we mention Google reviews to our client 4 times. Our crew mentions our Google reviews before we start the job, and then they ask at the end of the job when the client is happy with our work. We then email the paid receipt, which also asks for a review. Lastly, when our Production Manager does a follow-up call on our washing services, the homeowner is asked a 4th time.”
How to Get More Customer Reviews
Step 1: Prime Customers to Give a Review
The first step to getting more reviews is to inform customers about your review system during the quoting phase and before they’ve even accepted the job.
The goal isn’t to ask for a review yet. It’s to make customers aware that you accept them.
For example, when quoting, mention that you always aim to achieve a 5-star review and include a link to your existing reviews in the email you send clients. Better yet, include your review link in the quote template itself.
By including the link in the quote template, you don’t have to remember to add it, and it will automatically go out with all quotes you send.
Step 2: Deliver Great Work
Getting a positive review will always depend on delivering exceptional service and quality workmanship.
Once the client has accepted the job, make sure you give them a great experience. Be friendly, be professional, be on time, and most importantly, deliver an exceptional job.
Step 3: Ask for a Review When the Job Is Done
The idea here is to strike while the iron is hot.
As soon as the job is done, mention something like, “We hope the quality of service and workmanship was worth a 5-star review,” and then ask for a review.
Again, there are many ways to ask:
- Ask in person or train your crews to ask. Make sure you ask the client to leave a review for the person who delivered the service and not the company itself. Doing this will lead to more reviews. “We have the most success when we make the ask for a review a personal one,” explains Dave Moerman. “Clients do not want to review your company as much as they want to review YOU. We make it a point at our company that our technicians get the review because it is about them.”
- Send a post-job email. If the client isn’t on-site when you complete the job, send an email right away letting them know the job is complete, and asking them if there is anything else you can do to confirm 100% satisfaction before you send the invoice. When the client says they are satisfied, that’s your cue to ask for a glowing review. This strategy also helps to avoid disputes or chargebacks.
- Build reviews into your invoice template. Include a short link in the invoice itself. Not only does this help automate the review process, but it makes giving reviews easy for your clients.
Pro Tip: We suggest using the above methods in tandem to get more reviews.
“Clients do not want to review your company as much as they want to review YOU. We make it a point at our company that our technicians get the review because it is about them.” – Dave Moerman, Revive Washing
Step 4: Follow-Up
If you still haven’t received a review after completing steps 1 through 3, it’s time to follow up. There are many ways to follow-up.
Calling the Client
First, you can ring the client, ask them how the job went, and see if there’s anything they still want you to do. If you’ve delivered terrific work, most customers will thank you for your service right away.
Take this opportunity to ask customers if they will leave a Google review and mention you will send them a quick email with a link to your review page. Sending this email is important because many customers will forget as soon as the call is over.
Sending a Follow-up Email
The second option is to send clients a follow-up email instead of calling them. Then, ask for a review if they respond favorably to your email.
Here’s an email template you can use and adapt for your own business to request more reviews.
Customer Review Email Template
Subject: Follow-up on the [insert service, e.g., lawn care, plumbing, landscaping, etc.] job
Hi [insert client name],
We just wanted to check-in with you now that the job is complete. Are you satisfied? Is there anything else you’d like us to do?
These check-ins are standard practice and help iron out any kinks before sending the final invoice.
Please do let us know so that we can mark the job as done.
[insert your sign-off]
Bonus: Automate Follow-Ups with Jobber
When you have a lot on the go, remembering to send follow-up emails can be tough.
But if you forget or start letting certain emails slip, then your customer review system will be broken, and you won’t get as many 5-star reviews.
Automating customer communications is the best way to stick to your system without creating extra work for yourself.
To automate these follow-ups, use a platform like Jobber, which was built specifically for busy field service professionals. Jobber lets you automatically send follow-up emails, text messages, and customer feedback surveys to your clients so you can get more reviews with less effort.
Send Automatic-Follow Up Emails
Create and send your clients a standard client follow up email with a link to a review site. Andrew Zell and Andy Wein of JDog Junk Removal & Hauling used this process to get over 500 5-star reviews and counting:
- Use Jobber to send an automated follow-up email to their clients after the job is complete. All follow-up emails link to a special landing page which suggests the best review site for the client to use, such as Yelp, Google, Facebook, or Thumbtack.
- Two weeks after the job has been completed, Andy’s team sends the client a handwritten postcard thanking them for hiring their team.
Customer Feedback Surveys
Customer feedback surveys aren’t only helpful in gathering data to improve your service, but also useful in getting more reviews.
When you enable automated feedback surveys in Jobber, your clients will be emailed a short survey after you close each job that asks them, on a scale of 0-10, how likely they are to refer your business to a friend or co-worker.
You can find the results of the feedback surveys under the client reports in your management tab. Follow up with the clients who rated you positively to ask for a review. (You can also follow-up with those who rated negatively to ask how you can improve your business.)
As Van Wu, Owner of Trust Home Comfort Ltd, explains: “When I know we have good feedback, I will ask the customer to review us on Google or Yelp. I’ll use the reviews in the next quote process.”
Getting More Reviews and Beyond
You don’t have to struggle to get more reviews. You just need a well-designed system to generate the same results over time. A system that involves priming customers to give a review, delivering exceptional work, asking for a review when the job’s complete, and automating your follow-ups.
Next up: Bad reviews happen to even the best of us. The good news? You can fix, resolve, and delete a bad Google review in four straightforward steps.