Why Good Reviews are Key to a Contractor’s Success

In the past, when a potential customer asked for a list of references, you provided names of past clients that you knew would say good things about us. For most contractors, this request occurred later in the sales process after you had established rapport with the prospect and at a point that you were seriously being considered for the job. It was often the last test you had to pass before contracting. Because you provided a select list of satisfied customers, you had control and an ability to manage what the new prospect would hear. Today the reference check has been moved up in the process sequence and occurs before any rapport has occurred. In fact, this test is being given before you even know you are being considered, and you can fail without ever knowing an exam was given.

In today’s market, most customers do their due diligence online. They’re not only searching for contractors in their area, but also trying to determine which ones are reputable and trustworthy and to what degree their past customers are happy or unhappy. In large part, this determination is made by reading past customer reviews. You no longer have that same degree of reference control, as online reviews are our modern-day references. And instead of being the last test you had to pass, it is now a first step in the process. Here's the key takeaway: Your reviews are being carefully examined by potential customers before they ever even contact you.