The New Word-of-Mouth
In the building game, your reputation is worth its weight in gold. Back in the day, it was all about a yarn at the local footy or a neighbour’s recommendation over the fence. These days, the keystone of digital marketing for builders is word of mouth, so Google Reviews is where the real action happens.
If you want to stand out from the crowd and have customers lining up faster than a sausage sizzle at Bunnings on Saturday, it’s time to make Google Reviews your best mate. Here’s how you can do it, no tech wizardry required.
Having a strong collection of positive Google reviews can make a big difference in how many people find you, trust you, and choose to work with you. The best part? It’s free, and it doesn’t take much to get started.
In this simple guide, we’ll walk through why Google reviews matter so much, who you should ask for them, what your customers should say, and how you can make the most of them to help your business grow.
Why Google Reviews Matter for Builders
Think about the last time you searched for a local business, whether it was a plumber, a restaurant, or a new café. You probably looked at the Google reviews, right? Well, your future customers are doing the same thing when they look for builders in their area.
There are a few key reasons why Google reviews are so important:
- They help you show up in local searches.
When someone searches “Home Renovations [Suburb]” or “Builders Near Me,” Google uses reviews to help determine which businesses appear at the top. The more positive, recent reviews you have, the better your chances of ranking higher in local search results. - They build trust and credibility.
People trust other people’s experiences. A potential customer is far more likely to call you if they see that other homeowners were happy with your work. Reviews act as social proof, helping to turn a curious browser into an actual lead. - They give you valuable feedback.
Good reviews aren’t just about marketing, they can also show you what your customers value most about your work. Whether it’s your punctuality, the quality of your finishes, or how tidy your team was, this feedback can help you highlight your strengths in your marketing and improve where needed.
Who Should You Ask for Reviews?
Not everyone will leave a review, and that’s perfectly fine. The key is to ask the right people, at the right time.
Start by focusing on your happy, recent customers, especially those whose projects you’ve just completed. If they’ve already thanked you or complimented your work, that’s a great sign they’d be happy to write a review.
You can also ask repeat customers or anyone who has referred you to others. Their reviews carry extra weight because they show ongoing trust.
Finally, don’t overlook business partners or suppliers who have seen your professionalism and would be willing to comment on your reliability and quality.
How and When to Ask for a Google Review
The ideal time? Right after the job’s done, while your work is fresh in their minds and they’re excited about the result.. You can do this in person, in a follow-up email, or even via text message.
In Person:
“Thanks again for trusting us with your renovation. If you’re happy with the result, it would mean a lot if you could leave us a quick review on Google. It really helps our small business grow.”
Via email or SMS:
If you’re sending a message or email, personalise it so it doesn’t feel like a mass message. Mention the customer’s project to show that you remember them and care about their feedback.
Here’s a quick email example you can adapt:
“Subject: Thank you again, could you help us with a quick 5 star review?
Hi [Customer’s Name],
It was a pleasure working on your [kitchen extension / new deck / home renovation]! We hope you’re enjoying the results.
If you’re happy with our work, would you mind leaving us a short review on Google? It only takes a minute and really helps other people find and trust our small family-owned business. You can leave your review here: [Insert link to your Google review page or better add a button to the email]
Thank you so much for your support!”
What should Customers Say in Their Reviews?
The most effective reviews are the ones that sound genuine and mention details that future customers care about.
Encourage your customers to mention:
- What type of project you completed for them
- The quality of the work
- How professional and friendly your team was
- Whether you were reliable, on time, and easy to communicate with
- Anything that stood out about the experience
For example: “We hired ABC Builders to renovate our bathroom. The team was fantastic — always on time, tidy, and the work was top quality. We’d definitely use them again!”
When customers include these types of details, it not only helps future customers trust you, but it also naturally adds keywords (like “bathroom renovation”) that can help you appear in more relevant Google searches.
The Power of Responding to Reviews
Once you start receiving reviews, be sure to respond to each one, even the quick 5-star ones. A simple “Thank you for the 5 star review, [Name], we loved working with you!” shows that you care and appreciate your customers’ feedback and as always, make it personal!
If you happen to get a less-than-perfect review, stay professional and polite. Acknowledge their concerns, apologise if needed, and offer to resolve the issue if appropriate. This shows future customers that you’re a business that takes customer satisfaction seriously.
Don’t forget Google’s Community Q&A
One extra tip: Your Google Business Profile also has a “Questions & Answers” section. This is another great opportunity to provide helpful information and drive more traffic.
You can even “seed” this section by posting common questions and answering them yourself — things like:
- Do you provide free quotes?
- What areas do you service?
- How long does a typical kitchen renovation take?
These answers help your profile appear in more searches and build trust with potential customers.
Tools Down: Here’s the Takeaway
Google reviews are one of the most valuable and free digital marketing tools available to builders and tradespeople. You could even consider adding a 5-star Google Review Link to your Email signature!
With just a little effort, you can start building a great collection of reviews that:
- Help you rank higher on Google
- Build trust with potential customers
- Show off the great work you do
So don’t be shy about asking! Start with your happiest recent clients, make it easy for them to leave a review, and always say thank you when they do.
At the end of the day, chasing Google reviews isn’t about blowing your own trumpet, it’s about letting your happy customers do the talking. So don’t be shy, give ‘em a nudge! Get cracking, and let those 5-star reviews roll in. Your future self (and your bank account) will thank you.