Why Your Reviews Determine Your Paycheck
If you’re a plumber in Coorparoo or an sparky in Chermside, your business lives and dies by your reputation. But in 2024, your reputation isn't what people say about you at the pub—it’s what Google says about you when someone’s toilet is overflowing at 9 PM.
I’ve looked at the numbers for dozens of Brisbane service businesses. The data is clear: the guy with 50 reviews and a 4.8-star rating gets the call over the guy with 5 reviews and a 5-star rating every single time. Why? Because volume equals trust.
Most tradies think getting reviews is about being "nice." It’s not. It’s a business process. If you don't have a system to collect these, you are literally handing money to your competitors. Let’s look at how to turn your customer's satisfaction into a machine that generates more enquiries and allows you to charge more for your services.
The Real Value of a 5-Star Review
Let’s talk numbers. If you spend $1,000 on ads but your Google profile looks empty, you might get 5 calls. If that same profile has 100 glowing reviews, you might get 15 calls for the exact same spend.
Reviews do three things for your bank account: 1. Google likes you more: The more reviews you get, the higher Google places you in the map results. Higher placement equals more clicks. 2. People trust you faster: A review is a "social proof" shortcut. It removes the fear that you’ll show up late or overcharge. 3. You can stop competing on price: People will pay a premium for a "sure thing." If 100 people say you’re the best plumber in Brisbane, you don't have to be the cheapest.
Why You Aren’t Getting Reviews (And How to Fix It)
Most tradies tell me, "I do a great job, but no one leaves a review."
Here’s the blunt truth: your customers are busy. They don’t care about your marketing. Once the leak is fixed or the lights are back on, they want to get back to their lives. If you make them work to find your Google page, they won't do it.
The "Strike While the Iron is Hot" Rule
The best time to get a review is when the customer is standing in front of you, looking at the finished job, feeling relieved that the problem is gone. This is the peak of their gratitude.
If you wait until you get home to send an email, your chances of getting that review drop by 80%. If you wait until the end of the month when you do your invoicing, forget it. You need to get more calls by asking at the exact moment the job is done.
The Three-Step System for Brisbane Tradies
You don't need fancy software or a marketing degree. You need a process that your apprentices can follow without thinking.
1. The QR Code Method
This is the fastest way to get results. Create a simple flyer or a sticker on your iPad with a QR code that links directly to your "Leave a Review" page.The Script: "Hey mate, glad we could get that sorted for you. I’m trying to grow my local business here in North Lakes—would you mind scanning this and giving us a quick star rating? It takes 10 seconds and really helps us out."
2. The Personal Text Message
If you don't want to use a QR code, send a text the second you pull out of the driveway. Don't use a generic "Review us" link. Use their name."Hi John, thanks for choosing us today. If you're happy with the new switchboard, could you leave us a quick review here? [Link] Cheers, Mike from Local Sparky."
3. Incentivise the Team, Not the Customer
Be careful here. Google hates it when you "buy" reviews (e.g., "Leave a review for $10 off"). They will ban your account if they catch you.Instead, incentivise your workers. Tell your team that for every 5-star review where their name is mentioned, they get a $20 Bunnings voucher or a case of beer on Friday. Watch how fast they start asking customers for feedback.
What to Do with Negative Reviews
I’ve seen business owners in Brisbane lose their cool over one bad review. They write a 500-word essay defending themselves.
Don't do this.
One or two bad reviews actually make you look real. If you have 200 reviews and they are all 5.0, people get suspicious. The goal isn't perfection; it’s a high average.
When you get a bad one: - Reply politely and quickly. - Don't argue the facts. - Say: "I'm sorry we didn't meet your expectations. Please call me on [Number] so I can make this right." - Move the conversation offline immediately.
Potential customers aren't looking to see if you're perfect; they're looking to see how you handle problems. If you handle a complaint like a professional, they’ll still hire you.
Is it Worth Paying for "Review Software"?
You’ve probably been cold-called by companies trying to sell you software for $200 a month that sends automated review requests.
For a small plumbing or electrical business with 1-3 vans, it’s usually a waste of money. You can do the same thing for free with a QR code and a bit of discipline. If you’re running a larger fleet (10+ vans) and you can't monitor every job, then the automation makes sense. But for most Brisbane tradies, that $2,400 a year is better spent on actual lead generation.
How Long Until You See Results?
This isn't an overnight fix. If you start today and get 2 reviews a week, in three months you’ll have 24 new reviews. That is enough to move the needle in most Brisbane suburbs.
You’ll notice that your "Google Business Profile" starts showing up more often for searches like "electrician near me." More importantly, when people do find you, they’ll call you instead of clicking back to the search results. Even if you're just starting out, you can start getting calls while you build up this library of trust.
Summary: Your Action Plan
Stop overcomplicating your marketing. If you want more jobs and better customers, do this tomorrow:
1. Find your Google Review link: Go to your Google Business Profile and click "Ask for reviews." 2. Create a QR code: Use a free generator online and put it on your phone or a laminated card in the van. 3. Ask every single customer: Make it part of the job completion process. No exceptions. 4. Reply to every review: Good or bad. It shows Google you’re an active, local business.
This is the most cost-effective way to grow your business. It costs $0 and takes 30 seconds per job. If you aren't doing it, you're leaving money on the table.
Building a local reputation takes time, but the data doesn't lie—the businesses with the best reviews get the best jobs. If you want to stop chasing every lead and start having the phone ring with high-quality enquiries, your Google profile is the place to start.
Need help getting your local marketing sorted? At Local Marketing Group, we help Brisbane tradies dominate their local area and get more phone calls without the technical headache. Visit lmgroup.au/contact to see how we can help you grow.