Part of the Lead-to-Close System — reviews are the last step that feeds the first (GBP visibility and trust on the next quote).
At a Glance
| Item | Target |
|---|---|
| New Google reviews | 3–5 per week once system runs |
| Ask timing | Tech at driveway + office SMS within 30 min |
| Reply SLA | Every new review within 24 hours |
| Referral ask | One warm ask to recent 5-star reviewers monthly |
| Weekly audit | Reviews weekly office |
The Review Flywheel
Every completed job is an opportunity.
Simple system:
- Get your review link once, then reuse it on every job.
- Text the link immediately after the job (or same day).
- Reply to every review within 24 hours.
- Turn 5-star reviewers into referral sources.
Target 3–5 new Google reviews per week once the system is running — plumbers, HVAC, and roofers with 50+ recent reviews consistently outconvert thin profiles.
Scripts: Templates — review ask · Field timing: On-Site Close.
Reviews After On-Site Close
The highest-converting ask happens at the driveway after successful work — not a week later by email.
- Tech uses verbal script from On-Site Close and Templates
- Office sends review SMS within 30 minutes while experience is fresh
- If no review after 3 days, one polite follow-up text (not daily nagging)
- Log in CRM: review asked Y/N — audit weekly on reviews checklist
Rule: Verbal ask without SMS backup leaks reviews. SMS without on-site mention feels random — do both.
Referral Ask (Warm Leads)
After a 5-star review posts, send a short personal note:
Hi [Name], thank you for the kind review — it really helps us as a local business. If you know a neighbor who needs [service], we'd appreciate the introduction. No pressure — just reply if someone comes to mind. [Your name], [Company]
One referral from a happy customer often beats a $50 paid lead on trust and close rate.
Get Your Review Link (One-Time Setup)
01. Sign in at business.google.com → Manage now.
02. Select the correct business profile.
03. Click Ask for reviews (sometimes under Get more reviews or the Reviews area).
04. Copy the review link — save it in your phone notes, CRM, or a pinned text template.
05. Shorten if needed for SMS (your carrier or a trusted short-link tool), but test the link on your own phone first.
Send the Link After Every Job
Best channels for home services (pick what fits your customer):
- SMS — highest open rate; send within 30 minutes when possible
- Email — good for larger invoices or property managers
- In person — tech mentions it; office sends link before end of day
Template (SMS):
Hi [First Name], thank you for choosing us for your [service]. If you were happy with the work, would you mind leaving us a quick Google review? It really helps small local businesses like ours. [Short link]
Do not offer payment or gifts for reviews — that violates Google’s policies and can get reviews removed.
- Copy your review link once from business.google.com → Ask for reviews.
- After each completed job, send the link by SMS or email within 24 hours.
- Use the customer’s name and service type in the message (see Templates page).
- Monitor new reviews daily — enable GBP notifications for reviews.
- Reply to every new review within 24 hours.
Check and Sort Reviews
01. Sign in to Google Business Profile → select your business.
02. Open Reviews.
03. Reviews sort by newest first; use the filter icon if you need to find older unreplied items.
04. On your first pass, reply to every review that has no response — this is one of the highest-leverage GBP optimizations you can do in an afternoon.
Reply to Every Review
Positive (4–5 stars):
- Thank them by name.
- Mention the specific job or neighborhood when appropriate.
- Keep it short and genuine — not copy-paste obvious.
Negative (1–2 stars):
- Do not argue publicly.
- Write for the next customer reading the thread.
- Acknowledge the issue calmly; offer a direct path to resolve (call or email).
- See negative reply template on Templates.
03. Click Reply under the review → type your response → Post.
Full GBP context: Google Business Profile Mastery — Reviews & Q&A.
Flag a Review (When It Violates Policy)
You cannot delete a customer’s review yourself.
If a review is spam, fake, off-topic, or a conflict of interest:
01. Sign in → Reviews.
02. Open the three-dot menu on the review → Flag as inappropriate.
03. Follow Google’s prompts and submit.
Flagging asks Google to review — removal is not automatic. Legitimate criticism stays; respond professionally. Only flag clear policy violations.
Trade Notes (When to Ask)
| Trade | Best moment |
|---|---|
| Plumbing | After leak fixed or install complete — customer relief is high |
| HVAC | After tune-up or repair when system runs — mention before/after if visible |
| Roofing | After final walkthrough on retail jobs — insurance jobs: ask after adjuster approval milestone |
| Electrical | After panel upgrade or EV charger test — safety + permit peace of mind |
| Landscaping | After visible transform or first maintenance visit |
| Pest control | After initial treatment walkthrough — explain re-entry timing first |
Weekly Review Checklist
Printable: Reviews weekly office audit — run every Friday with Lead-to-Close audits.
Common Mistakes
Asking only happy customers verbally but never sending the link — The link is what converts; verbal asks without SMS/email leak reviews.
Ignoring negatives — Unanswered 1-star reviews scare off high-intent searchers.
Review gating — Do not only send links to customers you think will give 5 stars. Ask everyone; reply to all.
Wrong profile link — Confirm Ask for reviews is for the listing you actively optimize.
Next Best Action
- Copy your review link today and send it to the last three customers you served.
- Pair reviews with GBP posts and monthly GBP maintenance.
- Run the 7-Day Quickstart if reviews are not yet systematic.
- Take the Lead Gen Scorecard to see what to fix next.
- Read the Ultimate Guide — reviews chapter in the full roadmap.
- Run the Monthly GBP checklist alongside review asks.
Quick win: Clear every unreplied review on your listing tonight — then turn on review notifications in GBP settings.