Why Your Reputation Is Either Making You Rich or Costing You a Fortune
I was chatting with a mate of mine who runs a landscaping business in Coorparoo a few weeks ago. He’s a hard worker, does a fantastic job, and his prices are fair. But he was gutted. He’d just lost a $15,000 deck and pergola job to a competitor who he knew did sub-par work.
Why? Because when the homeowner looked them both up online, the other guy had forty 5-star reviews and my mate had three. One of those three was a 1-star review from a bloke who was cranky that my mate couldn't show up for a quote during a flash flood in 2022.
That’s the reality of running a business in Brisbane today. It doesn’t matter if you’re the best sparky in Chermside or the most experienced lawyer in the CBD; if your reputation looks shaky online, the phone simply won't ring.
In this guide, we aren't going to talk about "brand equity" or "sentiment analysis." We’re going to talk about how to make sure people trust you enough to hand over their credit card. We're going to compare the different ways you can manage what people say about you and show you which ones actually put money in the bank.
The Three Ways to Handle Your Reputation (And Which One Fails)
Most small business owners fall into one of three camps when it comes to what people think of them. Let's look at what they are and how they affect your bottom line.
1. The "Head in the Sand" Approach
This is where you just do your work and hope for the best. You don't look at Google reviews, you don't have a Facebook page, and you figure that if you do a good job, word of mouth will save you.The Reality: This worked in 1995. It doesn't work now. Even if a loyal customer recommends you to their neighbour, that neighbour is still going to Google your name. If they see a 3.2-star rating or, worse, nothing at all, they’ll hesitate. In many cases, a business look is costing you customers before you even get a chance to speak to them.
Cost: Free in terms of cash, but costs you thousands in lost enquiries. Result: Slow, painful decline.
2. The "Firefighter" Approach
This is the most common. You only care about your reputation when something goes wrong. A customer leaves a nasty review, or someone slags you off on a local community Facebook group, and suddenly you’re scrambling to fix it. You’re stressed, you’re angry, and you’re acting out of emotion.The Reality: Being reactive is exhausting. You’re always on the back foot. By the time you respond to a bad review, ten other potential customers have already seen it and moved on to your competitor.
Cost: High stress and "emergency" marketing fees when you try to bury the bad news. Result: You might survive, but you won't thrive.
3. The "Fortress" Approach
This is what we recommend at Local Marketing Group. You proactively build a mountain of positive proof so high that one or two bad reviews can’t touch you. You have a system that asks every happy customer for a review, you show up where your customers are looking, and you fix problems before they end up online.The Reality: This makes your business "bulletproof." When you have 150 5-star reviews, a single 1-star review from a "Karen" actually makes you look more real. People see it, see your professional response, and hire you anyway.
Cost: A bit of time and perhaps a small investment in software or a local agency. Result: More phone calls, higher prices (because people pay for certainty), and a business that grows even when you’re on holiday at the Coast.
Why Being "Good at Your Job" Isn't Enough Anymore
I see this all the time with tradies and professional services in Brisbane. They think because they’ve been in business for 20 years, they don’t need to worry about this "online stuff."
But here’s the kicker: The trust deficit in business is real. People are more skeptical than ever. They’ve been burnt by dodgy contractors and over-priced consultants. They are looking for reasons not to hire you.
If your website looks like it was built in the Stone Age, or if your last Google review was from 2019, you are giving them a reason to click away. Managing your reputation isn't about vanity; it's about removing the friction that stops people from buying from you.
The Google Review Game: How to Win Without Being a Pest
Google is the king of Brisbane business. If you show up in that "Map Pack" (the three businesses listed under the map when you search for something like "Plumber near me"), your phone will ring. If you don't, it won't.
Google likes businesses that people trust. How does it know who to trust? Reviews.
How to get more reviews (The easy way)
Don't just wait for people to leave them. They won't. People only leave reviews unprompted when they are furious. You have to ask.1. The Timing: Ask when the customer is happiest. For a carpet cleaner, it’s right when the floor is dry and looks like new. For a lawyer, it’s right after the settlement goes through. 2. The Method: Send a text. Not an email. People ignore emails. A text with a direct link to your Google profile takes 10 seconds for them to complete. 3. The Script: "Hey [Name], it was great working with you today! If you’re happy with the job, would you mind leaving us a quick review? It really helps a local Brisbane business like ours. [Link]"
Dealing with the "Dreaded" 1-Star Review
It will happen. Even if you’re a saint, someone will be unhappy because it rained or because they had a bad day.Do NOT: Get into a shouting match. Do not be defensive. Do not threaten to sue them (it makes you look like a bully).
DO: Respond professionally and quickly. "Hi [Name], I'm sorry to hear you had this experience. We pride ourselves on our work and would like to make this right. Please call me on [Number] so we can sort it out."
Potential customers aren't reading the review to see what the person said; they are reading your response to see how you handle problems. If you’re calm and helpful, you win.
Facebook Groups: The Brisbane Neighborhood Watch
If you’re a local service business, you need to know about the "Community Board" or "Residents" groups for your area. Whether it's the "Morningside Community" or "The Gap Grapevine," these groups are where reputations are made or broken.
People ask for recommendations every single day. "Can anyone recommend a good mechanic?"
This is where teaming up with local businesses pays off. If the local cafe owner, the real estate agent, and the hairdresser all jump in and say "Use Dave’s Mechanical, he’s the best," you’ve just won a customer for life without spending a cent on ads.
The Cost of Doing Nothing
Let’s talk money.
If you lose just one average-sized job a month because of your reputation, what does that cost you? - For a plumber, maybe $400. - For a builder, maybe $20,000. - For a dentist, maybe $1,500.
Over a year, that is a massive hole in your bucket. Spending a few hours a month or a few hundred dollars on a system to manage your reputation isn't a cost; it's an investment that stops the leaking.
What Should You Do First?
If you’re feeling overwhelmed, don't try to do everything at once. Start here:
1. Google yourself: See what pops up. If there’s something nasty on page one, we need to talk. 2. Claim your Google Business Profile: It’s free. Fill out every section. Add photos of your work and your team. 3. Ask your last 5 happy customers for a review: Do it today. Right now. 4. Respond to every existing review: Even the old ones. It shows Google you’re active.
How Local Marketing Group Can Help
We don't do fluffy "brand building." We focus on making sure when Brisbane locals look for what you do, they see a professional, trusted business that they feel safe calling.
We can help you set up automated systems that collect reviews while you sleep, handle the technical side of your Google profile, and make sure your website actually turns visitors into customers.
If you're tired of seeing your competitors get the calls you deserve, let's have a chat. We’re based right here in Brisbane and we know what works for local businesses.
Ready to fix your reputation and get more phone calls? Contact Local Marketing Group today