Five-star reviews can help roofing contractors drive revenue

By Jesse Sanchez. 

A consistent review strategy can strengthen customer trust, improve close rates and turn a roofing company’s reputation into a measurable business asset. 

Online reviews have become a critical part of the customer decision-making process, and roofing contractors that actively manage their reputations may be better positioned to win more work. “Did you know 90% of homeowners say reviews are crucial when choosing a roofer?” said Kaili Smith, senior vice president of marketing innovation at JobNimbus. “What if I told you that mastering one simple metric, your star rating, is the secret to boosting profits?” 

According to the information presented by JobNimbus, a full-star rating increase on review platforms can correlate with a 5% to 9% revenue increase for local service businesses. For a roofing company generating $1 million annually, moving from four stars to four and a half stars could represent an additional $25,000 to $40,000 per year. 

Strong ratings alone are not enough. Contractors also need a process for requesting reviews, responding to feedback and using positive testimonials throughout their marketing. 

Kaili emphasized that negative reviews do not always result from problems with the finished roof. “47% of homeowners cite that most of the time they left bad reviews was because of poor communication and no follow-through,” she said. “So honestly, the key and secret to getting a great five-star review is about communicating and about responding to the customer super well.” 

Contractors can strengthen their review programs by responding to every review within 24 hours, leading with empathy when addressing criticism and providing a clear solution. They can also simplify the review process by sending customers a direct link through text or email shortly after project completion. 

Automation can help companies maintain that consistency. JobNimbus reported that only 2% of contractors automate customer communications, even though automated requests can help businesses work toward a benchmark of 200 online reviews. 

Once reviews are collected, contractors can feature the strongest examples on their websites and social media channels. Detailed reviews highlighting communication, cleanliness and problem-solving can reinforce trust while giving prospective customers a clearer picture of the company’s service. 

Learn more about JobNimbus and its strategies for building a stronger roofing reputation!