How to get more reviews and referrals without being pushy

Most trade businesses run on word of mouth. These days a lot of that word of mouth happens online, where a homeowner checks your reviews before they even ring. A business with twenty recent, genuine reviews will usually get the call over one with two reviews from four years ago, even if the work is just as good.

The good news is that happy clients are usually glad to help. Most of them simply never get asked, or get asked at the wrong time in a way that’s awkward. Here’s how to do it so it feels natural for both of you.

Ask at the right moment

Timing matters more than wording. The best moment is when the client is happiest, which is usually:

• At handover, when they’re looking at the finished job
• When they’ve just said something like “this looks amazing”
• Right after a problem has been sorted quickly and well

Don’t wait until after the final invoice has been chasing them for three weeks. Ask while the good feeling is fresh. A simple line works: “I’m really glad you’re happy with it. Would you mind leaving us a quick review? It makes a big difference for a small business like ours.”

Make it easy with a direct link

Every step you add loses people. Don’t say “find us on Google”. Send a link that opens the review box directly.

If you have a Google Business Profile, you can get a review link and a QR code from your profile. Sign in, go to your reviews and look for the option to get more reviews. Then:

• Text or email the link straight after handover
• Add it to the bottom of your final invoice and your email signature
• Print the QR code on your business card or a leave-behind card

A short text like “Thanks again, Sarah. Here’s the link if you have a minute”, with the link underneath, gets far more reviews than a request with no link.

Set up your Google Business Profile properly

For most local trades, Google is where reviews matter most, because it shows them in search results and on maps. Make sure your profile:

• Is verified, so you can reply to reviews
• Has the right business name, service area, phone number and hours
• Lists the services you actually offer
• Has plenty of recent photos of real jobs

Other platforms matter too, such as Facebook, local trade directories and industry association sites. Pick one or two that your clients actually use, rather than spreading yourself thin.

Respond to every review

Replying shows people reading your reviews that you care. Keep it short and genuine.

For good reviews, thank them by name and mention the job: “Thanks Tom, it was great working on your deck. Enjoy the summer out there.”

Handling bad reviews

A bad review feels personal, but how you reply matters more than the review itself. Future clients read your reply to see how you handle problems.

1. Don’t reply straight away when you’re angry. Wait a day.
2. Thank them for the feedback, even if it stings.
3. Stick to facts, and don’t argue or share private details about the job.
4. Say what you’ve done or will do to fix it, if anything.
5. Offer to talk offline: “Please give me a call on 021 000 0000 so we can sort this out.”

If a review breaks the platform’s rules, for example it’s from someone who was never a client, you can usually report it. Don’t try to get genuine negative reviews removed by offering something in return.

A few honest negative reviews among lots of good ones can actually make your profile look more believable.

Never buy or fake reviews

It’s tempting when you’re starting out, but don’t. Writing your own reviews, getting friends to post as fake clients, buying reviews, or hiding the bad ones all mislead customers.

• It can breach consumer law. In New Zealand, the Commerce Commission has taken a business to court under the Fair Trading Act for removing negative reviews to make itself look better. In Australia, the ACCC says fake reviews breach the Australian Consumer Law.
• It breaks platform rules. Google’s policies don’t allow businesses to offer incentives, such as discounts or freebies, in exchange for reviews or for removing negative ones. They also don’t allow businesses to discourage negative reviews or only ask happy customers for them.
• It gets noticed. Platforms remove fake reviews and can restrict your profile, and clients spot reviews that all sound the same.

The fair approach is simple: ask every client, not just the ones you think will be happy, and let them say what they think.

Build referral habits

A referral from a happy client is the warmest lead you’ll ever get. A few habits help:

• Ask directly. “If you know anyone else who needs work done, I’d really appreciate you passing on my number.” Most people are happy to, but don’t think of it unless asked.
• Leave something behind. A couple of business cards on the bench at handover gives them something to hand over when a neighbour asks.
• Say thank you. When someone refers work to you, thank them personally. A call or a handwritten card goes a long way.
• Work with other trades. Builders, plumbers, electricians, tilers and painters refer each other all the time. Be the trade that turns up on time and leaves the site tidy, and they’ll keep recommending you.
• Look after neighbours. On site, be polite, keep noise and mess down, and park considerately. The neighbours are watching, and they’re often your next clients.

Before and after photos, with permission

Photos of real work are some of the most convincing marketing a tradie can have. Take before, during and after shots on every job. They’re useful for your records too.

Before you post photos online, ask the client. Some people don’t want their home shown, especially anything that shows the address, the outside of the house, family photos or valuables. A quick “Do you mind if I share a few photos of the finished bathroom? I won’t show anything that identifies the house” is enough. Keep a note that they agreed.

Stay in touch

Most clients will need a trade again, and their friends will too. Keep the relationship going without spamming:

• A thank-you message a week after the job
• A check-in after six or twelve months, for example “How’s the deck holding up? Time for a re-oil soon.”
• A reminder for maintenance work like re-sealing, servicing or inspections
• Seasonal messages only if they’re useful, not just sales pitches

Keep a simple list of past clients with the job, date and contact details, so you can do this without relying on memory.

A simple routine to copy

1. Take before and after photos on every job
2. At handover, check the client is happy and ask for a review
3. Send the direct review link the same day
4. Reply to every review within a few days
5. Ask for referrals and leave a couple of cards
6. Thank anyone who refers you
7. Check in at six or twelve months

None of this takes long. Done on every job, it builds a reputation that brings work in without you having to chase it.