Why Your Competitors Are Winning (And It’s Not Their Price)
I see it every single week here in Brisbane. A plumber in Chermside or an sparky in Coorparoo runs a great business. They turn up on time, they do a tidy job, and they charge a fair price. But when someone searches Google for a local tradie, they click on the guy with 150 reviews, not the guy with four.
It doesn't matter if you’re the best at what you do. If your Google profile looks like a ghost town, people won't call you. In the home services game, reviews are your digital currency. They are the difference between a phone that stays silent and a schedule that’s booked out three weeks in advance.
Most tradies think getting reviews is just about 'doing a good job.' It’s not. If you do a good job, people expect it—that’s what they paid for. They don't go out of their way to write a review just because the tap stopped leaking. You need a system.
In this guide, I’m going to show you exactly how to build that system. No technical fluff, no 'algorithm' talk—just practical steps to get more 5-star ratings so you can get more local calls and stop worrying about where the next job is coming from.
The Brutal Truth About Why You Don’t Have Reviews
Before we get into the 'how,' let’s talk about why you’re currently struggling to get them. I’ve spoken to hundreds of Brisbane business owners, and it usually comes down to three things:
1. You’re not asking. Most tradies feel awkward asking for a review. They feel like they’re begging. 2. You’re making it too hard. If a customer has to search for your business, find the review button, and log in, they won't do it. People are lazy. 3. You’re asking at the wrong time. Asking for a review three days after the job is finished is a waste of time. The 'high' of the problem being fixed has worn off.
If you want to grow your business, you have to realize that a 5-star review is worth more than the profit on a small service call. It’s an asset that keeps selling for you 24/7.
Step 1: The 'In-Person' Handover (The Golden Moment)
This is where 90% of the magic happens. You cannot rely on an automated email to do the heavy lifting. You need to use the 'Golden Moment.' This is the 60 seconds right after you’ve finished the work, showed the customer the result, and they are feeling relieved that their toilet isn't overflowing or their power is back on.
The Script That Actually Works
Don't say: "Could you leave us a review sometime?" Do say: "Mrs. Smith, I’m so glad we could get that hot water system sorted for you today. As a small local business here in Brisbane, we really rely on word of mouth to keep the boys busy. Would you mind doing me a huge favour and leaving a quick 30-second review on Google? It really helps us out."Notice what happened there? You didn't ask for a 'good' review. You asked for a 'favour.' People love doing small favours for people they like.
Step 2: Make it 'One-Click' Easy
If you tell a customer to "Go to Google and find us," you’ve already lost. You need to put the link right under their thumb.
The QR Code Method
Every tradie in Brisbane should have a laminated card in their van or a sticker on their toolbox with a QR code. - How it works: The customer scans it with their phone camera, and it opens your Google review page instantly. - Why it works: It removes all the 'friction.' They can do it while you’re packing up your tools.The SMS Method
Texting is far more effective than email for tradies. People check their texts within minutes. As soon as you hop in the van, send a pre-written text: "Hi [Name], it was a pleasure helping with your [Job] today! If you have 20 seconds, could you leave us a quick review here? [Link]. It helps us a lot! Thanks, [Your Name] from [Business Name]."Step 3: Why Google Reviews Beat Facebook Every Time
I get asked a lot: "Should I get Facebook reviews instead?" Look, Facebook is fine for showing off photos of your work to your mates, but when someone has a burst pipe at 2 AM, they aren't going to Facebook. They are going to Google.
When you focus on Google, you are appearing right at the moment someone is ready to spend money. If you've been wondering about Google vs Facebook, let me settle it for you: Google wins for tradies every single day of the week. It’s where the high-intent customers are.
Step 4: Handling the 'Bad' Review (Don't Panic)
Eventually, you’ll get a 1-star review. Maybe it’s a 'Karen,' maybe a competitor being dodgy, or maybe you actually messed up.
The Golden Rule: Never, ever get into a fight in the comments.
When you argue with a customer online, you aren't talking to them; you’re talking to every future customer who reads that review. If you look like a jerk, you lose the job.
How to respond: 1. Stay calm. 2. Be professional. "Hi [Name], I’m sorry to hear you had this experience. We pride ourselves on our service and would love to make this right." 3. Take it offline. "Please call me personally on [Phone Number] so I can sort this out for you immediately."
Prospective customers don't expect you to be perfect. They want to see that if something goes wrong, you’re a professional who will fix it.
Step 5: Leveraging Reviews to Charge More
Once you have 50 or 100 reviews, something happens to your business. You stop being a 'commodity' and you start being the 'expert.'
When you have the most reviews in your suburb, you don't have to be the cheapest guy on the block. People will pay a 'certainty premium.' They will pay an extra $50 or $100 because they are 100% sure you will show up and do a good job. If you’re tired of haggling over prices, building a wall of 5-star reviews is the best way to stop competing on price and start earning what you’re actually worth.
Step 6: Incentivising Your Team
If you have staff, they probably don't care about your Google reviews as much as you do. You need to give them a reason to care.
I’ve seen Brisbane plumbing companies run a simple 'Review Bonus.' If a customer mentions a technician by name in a 5-star review, that tech gets a $20 gift card or a case of beer at the end of the month.
Suddenly, your sparkies aren't just doing the wiring; they’re being extra polite, cleaning up their mess, and making sure the customer is happy enough to leave a review. It’s the cheapest marketing you’ll ever pay for.
Step 7: What to Do If You Have Zero Reviews Right Now
Starting from zero is tough. You look like you just started yesterday, even if you’ve been on the tools for twenty years.
Don't buy fake reviews. Google is smart, and they will ban your profile, which is a death sentence for a local business. Instead, go back through your phone's contact list from the last month. Call those past customers, ask how the job is holding up, and then ask for the favour. You can go from zero to ten reviews in a single afternoon if you put the work in.
Summary: Your 3-Step Action Plan
If you want to see your phone ringing more by next week, do this:
1. Generate your direct review link. Don't just send them to your website. Send them to the exact spot where the review box pops up. 2. Print your QR codes. Put them on your business cards and in your van today. 3. Ask every single customer. Make it part of your 'job complete' routine. No exceptions.
Building a reputation takes time, but it’s the most solid foundation you can build for your business.
Need help getting your local marketing sorted? At Local Marketing Group, we help Brisbane tradies get more calls, more jobs, and more profit without the technical headache. If you want a system that works while you're on the tools, let's chat.