What does that mean for your business? Word-of-mouth marketing—in the form of online reviews—is more important than ever. And if social proof isn’t enough, customers are willing to spend 31 percent more on a business with great reviews. Plus, positive reviews can help you boost higher local search rankings so your customers can find you when they need you most.
Picture this: A local homeowner needs a reliable roofing contractor, so they turn to the internet to explore their options. What influences their decision? The chorus of satisfied customers singing praises through five-star reviews. According to 2024 marketing statistics, nearly half of all consumers trust online reviews as much as personal recommendations, while 60 percent believe the number of reviews a business has is crucial.
What does that mean for your business? Word-of-mouth marketing—in the form of online reviews—is more important than ever. And if social proof isn’t enough, customers are willing to spend 31 percent more on a business with great reviews. Plus, positive reviews can help you boost higher local search rankings so your customers can find you when they need you most.
You need to maintain a positive online reputation to drive potential clients down the marketing funnel and show them why you’re the best choice for their next roofing job. Here’s how to turn the words of your clients into the most potent tool in your marketing arsenal.
Sure, it might sound obvious, but timing matters when it comes to requesting online reviews. You have a short window of opportunity to capitalize on your client’s satisfaction, so you’ll need to strike while the iron is hot. After completing a successful job, your client’s appreciation is at its peak, so it’s best to seize this moment and request a review within a day or two of finishing the project.
Why is timing so important? It’s simple: The positive experience is still fresh in your client’s mind. Asking for a review during this timeframe ensures that the emotions tied to the successful completion of the roofing job shine through in their online review. At the same time, your roofing clients are more likely to recall your meticulous workmanship, prompt service, and overall positive interactions that contributed to their exceptional experience.
Even after the job is over, personalization matters. A personalized follow-up is an indispensable element when requesting online reviews. Beyond a simple transactional exchange, personalized communication transforms your client/business relationship into a meaningful connection, which boosts the likelihood of receiving a positive review.
And remember: A personalized follow-up email, text message, or voicemail should go beyond a generic thank-you note. It’s all about acknowledging the unique aspects of the completed project—whether you just repaired a roof from hail damage, replaced old shingles, or installed metal roofing for a local business. When you send a follow-up that addresses the client’s project, you’re not only showing appreciation for their business but also demonstrating attentiveness to the details that matter to them.
Think about it: Adding an extra touch of personalization helps foster a sense of connection and recognition, making your client feel valued as an individual—not just another project. It also sets the stage for a reciprocal exchange. Acknowledge clients’ needs and preferences keeps your business top of mind, and clients will feel more inclined to reciprocate with a positive review.
Want an easy strategy to streamline the review process for your clients? Include clear instructions in your follow-up. Clients are more likely to leave reviews when the steps are straightforward and the path to providing feedback is easy to navigate.
In your follow-up communication, provide clients with clear instructions on where and how they can leave an online review. Direct them to popular and widely recognized review platforms (think: Google, Yelp, or other specialized industry websites relevant to your services). By directing your clients to the right platforms, you’ll increase the visibility of your business to a broader audience.
To make the review process as effortless as possible, try including direct links to the review pages on these platforms. Hyperlinks directly embedded in your follow-up email eliminate any potential barriers, reducing the effort required for clients to share their feedback. This way, you’ll create an ultra-convenient experience for your clients, maximizing the likelihood that they’ll follow through with the review.
Once you’ve secured the review, it’s time to thank your client for their time and effort. Showing genuine appreciation after a client leaves an online review is paramount to maintaining positive client relationships and cultivating a strong online presence for your business.
In your response, make sure to communicate that you value their feedback, emphasizing how their insights are invaluable to your business. Acknowledge that their reviews play a crucial role in shaping the growth and improvement of your business. Let them know that you take their comments seriously and use them to optimize your services. This transparency not only builds trust but also demonstrates your commitment to continuous improvement based on the valuable input provided by your clients.
Even if a client leaves a negative review, you’ll still have the opportunity to grow your reputation. Studies show that responding to negative reviews can have a positive impact on your business. After all, if you only have five-star reviews, customers will probably get suspicious. Everyone knows that local businesses make mistakes—and a few negative reviews are inevitable.
Email might be a convenient channel for requesting online reviews, but you shouldn’t restrict your strategy to a single channel. Instead, aim to request reviews through multiple channels to cater to different client preferences. Some clients may be more responsive to text messages, while others might prefer the convenience of social media platforms where they’re already active.
Here, incorporating text messages or social media into your review request strategy not only broadens your outreach; it also enhances the likelihood of a swift response. Clients might find it more convenient to leave a review directly from their preferred communication platform, which can help reduce friction and speed up the process.
With multiple channels in your marketing toolbox, you’ll meet clients where they’re most comfortable, making the review process even more convenient for them. It also showcases your adaptability and commitment to meeting your clients’ preferences, reflecting a customer-centric approach that acknowledges the diverse ways clients choose to engage with your business.
Incentivizing clients to leave reviews is completely optional. That said, providing clients with a tangible benefit, such as a discount on future services or a thank-you gift, acknowledges their contribution but also serves as a gesture of appreciation for their loyalty.
At the end of the day, the prospect of receiving a discount or a thoughtful gift can be a powerful motivator for clients to take the time to share their positive experiences. It adds a layer of reciprocity to the relationship, enhancing the client’s overall satisfaction and strengthening their connection with your roofing business.
While incentives should be modest and aligned with the value of the feedback received, the impact on client engagement and the number of reviews generated can be substantial. This approach encourages clients to view leaving a review not just as a favor to your business but as a mutually beneficial interaction.
Asking clients for online reviews is an art that, when mastered, can propel your roofing business to new heights. By streamlining the review process with a comprehensive strategy, you’ll encourage positive feedback—all while showcasing your dedication to customer satisfaction.
Ready to take a different approach to digital marketing? We’re here to help you carve the path forward. Give us a call to keep the phone ringing and your appointment book full with the power of online reviews.
