Why Your Reputation is Literally Your Bank Balance
I’ve sat down with hundreds of business owners across Brisbane—from electricians in Coorparoo to law firms in the CBD—and they all say the same thing: "Word of mouth is my best lead source."
But here’s the reality most people miss: Word of mouth has moved online. If someone tells a mate about your business at a BBQ on Saturday, that mate isn't calling you immediately. They are googling your name first.
What they see in those search results determines if your phone rings or if they move on to the next guy. If you have a 3.2-star rating or, worse, no reviews at all, you are losing money before you even know the customer existed.
This isn't about "branding" in a fluffy sense. This is about whether people trust you enough to give you their credit card details. In this guide, I’m going to break down the massive mistakes I see local businesses making that kill their reputation and, more importantly, their profits.
Mistake 1: Ignoring the "Silent Killers" (Unanswered Reviews)
Most business owners check their Google reviews once a month, see a bad one, get angry, and then close the tab. That is a massive mistake.
Data shows that businesses that reply to reviews—both good and bad—see a significant uptick in new enquiries. Why? Because it shows you are a real person who cares.
The Cost of Silence
When you leave a 1-star review sitting there without a response, you aren't just ignoring one unhappy customer. You are showing every future customer that you don't care about service once the invoice is paid.The Fix: You need to respond to every single review within 24 to 48 hours. - For Good Reviews: Say thanks and mention the specific job. "Glad we could get that hot water system sorted for you in Chermside, Dave!" - For Bad Reviews: Keep it professional. Don't get into a shouting match. Offer to take it offline. "I'm sorry we didn't meet your expectations, Sarah. Please call me on [number] so I can make this right."
Mistake 2: Being the "Best Kept Secret" in Brisbane
I see brilliant tradies and professionals who do incredible work, but their online presence looks like a ghost town. If your last Google review was from 2019, people assume you’ve gone out of business or you’ve stopped caring.
Many owners think that doing a good job is enough to get reviews. It isn't. People are busy. You have to ask. If you aren't actively building a library of recent, positive feedback, you are essentially being well-known for the wrong reasons—or not known at all.
The Data on Recency
Customers value reviews from the last 3 months more than a 5-star review from three years ago. If your competitors are getting two new reviews a week and you’re getting one every six months, they will eventually take your spot at the top of Google. This directly impacts how many phone calls you get.Mistake 3: Competing on Price Instead of Trust
This is the biggest trap for small businesses in South East Queensland. When you don't have a strong reputation, the only thing a customer can judge you on is your quote.
When you have 150 five-star reviews and video testimonials of happy customers, you don't have to be the cheapest. You can charge more because you’ve removed the risk for the customer. They know you’ll show up, do the job right, and won't rip them off.
If you find yourself constantly haggling over $50 on a job, your reputation isn't doing the heavy lifting for you.
Mistake 4: Letting "Bad Leads" Ruin Your Rating
Not every customer is a good customer. I’ve seen businesses take on nightmare clients just to keep the cash flowing, only to have that client leave a scathing review because of a misunderstanding.
Part of managing your reputation is learning how to filter for better customers. If a lead sounds like trouble on the phone—demanding discounts before you’ve even seen the job or complaining about every other tradie they’ve used—run. One bad review from a "tyre kicker" can cost you tens of thousands of dollars in lost future work.
Mistake 5: Thinking a Website is Enough
Your website is your digital shopfront, but your reputation is the sign on the street telling people to come in.
I’ve seen Brisbane businesses spend $10,000 on a fancy website but have a 2-star rating on Facebook and Google. It’s a waste of money. Nobody sees the website because they never click past the search results.
What to do first: 1. Claim your Google Business Profile: It’s free. Fill it out completely. 2. Get Photos: Take photos of your team, your van, and your finished work. People trust faces, not stock photos of people in hardhats from a US photo site. 3. Set up a System: Don't just "hope" for reviews. Send a text message to every customer the moment the job is finished with a direct link to your review page.
The Real Cost of a Bad Reputation
Let's talk numbers. If your average job is worth $2,000 and you lose just two jobs a month because of poor online feedback, that’s $48,000 a year out of your pocket.
Fixing your reputation doesn't happen overnight. It usually takes 3 to 6 months of consistent effort to see your star rating climb and your phone start ringing more frequently. But once that momentum starts, it’s like a snowball.
How Local Marketing Group Helps
At Local Marketing Group, we don't care about "brand sentiment analysis" or other corporate buzzwords. We care about making sure when someone in Brisbane looks for your services, they see a business they can trust.
We help you: - Build a system to get 5-star reviews automatically. - Handle the "haters" and unfair reviews professionally. - Ensure your business looks like the market leader it is.
If you’re tired of losing jobs to competitors who aren't as good as you but look better online, let’s chat.
Ready to grow? Contact us at Local Marketing Group and let’s get your reputation working for you, not against you.