WHY REVIEWS ARE ESSENTIAL FOR A HOME SERVICE BUSINESS

Some business owners don't believe that reviews have an impact on their business. As a home service business marketing firm, we beg to differ. Today more and more consumers read, write, and share reviews on the companies they love or hate in their local area. If you wish that Google and Yelp reviews would disappear, you aren’t alone. Unfortunately, they aren't likely going anywhere. 

Having an excellent reputation online isn't just paying for review site services, it's understanding consumer behavior and what helps them make decisions before calling a home service business to come to their home. So, why are reviews essential for home service businesses, and how can you get more of them?

Consumers make decisions online

This is how four out of five people now find a plumber in their area.

One of the most crucial steps in deciding to schedule or purchase with a business is the information gathering stage. This stage consists of someone finding out more after they've decided they need or want something. So take, for example, an Arizona homeowner who is interested in finding a plumber because their pipes are squeaking. If they don't already have a great plumber that they can trust, then they will probably go online to find a local plumbing company that services their area. Nearly 90% of online experiences start with a search engine, and more than 80% of people do some online research before making a purchase. 

That tells us that roughly four out of five people will use the internet to find a plumber to help them with their pipes, a new contractor for their kitchen remodel, and a great HVAC company to get their air conditioning back up and running. Seeing that the online space is already littered with business listings for nearly every service you can think of, reviews and a great website are what sets a business apart. Even a few reviews can help make the difference between someone passing over your business or picking up the phone to call. 

Reviews create trustworthiness

Home service companies do the majority of their work out in the field: at customer's homes. You can ask most homeowners they aren't just letting any joe-schmo show up to their house without knowing a bit more about them. Most importantly, what do their past customers have to say? Online reviews tell that risk-averse homeowner a story, like this one: 

"We've been having trouble with pipes dripping under our sink as well as some dishwasher problems. I called this place, and the lady who answered was so friendly and helpful! [The tech] was able to come over that day and help us with all of our needs. Not only did he help fix the leaks, but he provided us with information to fix the problem on our own. He was very professional and courteous!" - Real Yelp Review for one of Green Thumb Local's amazing clients

Now that's not something a business owner can fake, nor is it something someone will read on a website and believe if it's provided as a testimonial. Yelp, Google, Facebook, Thumbtack, HomeAdvisor, BBB all offer avenues for customers to write feedback for a business. Depending on where people search or shop, they will read them. 

Not only is it important to have reviews that show the trustworthiness of a business, but it's also crucial to handle critical feedback or a bad review. When it comes to new customers, they want to know how you would handle a situation, should it not turn out positively for both parties. Here is a great example: 

Review: "Extremely rude over the phone. Barely listened to anything I said and practically hung up on me."

Ouch!

Response from the owner: "Thank you for your feedback. I do try my best to create a welcoming atmosphere for potential customers and apologize if that was not your experience. We appreciate you giving us a call and hope to serve your needs better should you give us a try in the future."

It's simple, it's honest, and it addresses the issues. No business is perfect, maybe this company was having a crazy day, and they were rushing between jobs or perhaps the caller was more sensitive that day than usual because they just had something happen in their personal life. It's hard to say. But showcasing the norm, responding without excuses or finger-pointing, and providing a solution or future opportunity is a great way to handle negative situations and move on. 

People like to feel heard

We like to look at reviews and review sites as an open line of communication in addition to the phone, email, or in-person conversations. Sometimes because of the anonymity of some review sites, it can be painful to read a bad review about your home service business and suddenly feel all the emotions rush to your head. Why would someone say that about my business? Most of our clients wonder, and it's hard not to feel a little discouraged. 

Ultimately, we ascribe it to the fact that consumers like to feel heard. They want the places they love to be loved by everybody and the places they, I hate to say it, loathe, be loathed by everybody. Unless they decided to get rid of free speech, it's something that businesses in the digital world have to accept and hopefully embrace. 

How to get more reviews for your business

The best way to achieve more reviews that are legitimate and honest for your business is by providing your customers with a full feedback loop.  Many customers appreciate knowing how to write a review for your business and where to write that review. Providing a form or avenue for any negative feedback will make sure it can be addressed before having them land on your review pages.

We're aware of businesses making a living off of providing review services for their clients by responding to reviews, working with companies like Yelp, Google, Facebook, Amazon, BBB, etc. to get critical or irrelevant reviews removed. We're not here to cut down other companies, but there's so much more to the online space that impacts home service businesses. 

Our customers know right up front how to build reviews naturally, who to call when they get a review they don't know how to handle, and which sites to focus on that will best impact their business. All in all, it's safe to say that reviews are essential for companies to optimize their success online.

Green Thumb Local is powerful online advertising and brand management for your local business. If you want a fully-customized web-presence without the hassle, call 480-360-0101 today! We offer a no-contract free trial.