The ROI of Automated Review Requests: A Data-Driven Analysis
The ROI of Automated Review Requests: A Data-Driven Analysis
Online reviews aren’t optional anymore. They’re the first thing potential customers check before calling you. But getting reviews consistently? That’s where most contractors struggle.
We analyzed data from 50 home service companies and 10,000+ review requests to find out what actually works.
The Numbers Don’t Lie
Here’s what we found across our dataset:
| Metric | Manual Requests | Automated Requests |
|---|---|---|
| Reviews per month | 2-5 | 15-30 |
| Response rate | 8% | 34% |
| Average rating | 4.2 | 4.6 |
| Time to review | 5+ days | 6 hours |
The difference is staggering. Automation doesn’t just get more reviews—it gets better reviews, faster.
Timing Is Everything
Our data revealed a clear pattern:
- Within 2 hours of job completion: 42% response rate
- Same day (2-8 hours): 28% response rate
- Next day: 15% response rate
- 2+ days later: 6% response rate
The window closes fast. If you’re waiting until evening to send requests, you’re already losing half your potential reviews.
Channel Comparison
We tested email vs. SMS for review requests:
- SMS only: 38% response rate
- Email only: 12% response rate
- SMS + Email: 41% response rate
SMS wins decisively. People check texts immediately. Emails get buried.
The One-Tap Factor
The biggest predictor of review completion? Number of taps required.
- One-tap to review page: 40% completion
- Two taps: 25% completion
- Three or more taps: 8% completion
Every additional step kills conversion. Your review request link should go directly to the review form—no login screens, no homepage, no friction.
What About Negative Reviews?
Here’s a counterintuitive finding: companies with automated review systems actually get fewer negative public reviews.
Why? The automation includes a sentiment check. If a customer indicates they’re unhappy, they’re routed to a private feedback form instead of Google.
This gives you a chance to make it right before it becomes public.
Calculating Your ROI
Let’s do the math for a typical HVAC company:
- 100 jobs per month
- Manual process: 3 reviews/month
- Automated process: 25 reviews/month
Each review is worth approximately $50-100 in equivalent advertising value. That’s an extra $1,100-2,200/month in marketing value—from work you’re already doing.
Implementation Checklist
Ready to automate your review requests? Here’s what you need:
- Timing trigger: Job marked complete in your system
- Delay: 1-2 hours (customer gets home, enjoys the fix)
- Channel: SMS primary, email backup
- Link: Direct to Google review form (one-tap)
- Fallback: Unhappy customers route to private feedback
The Compound Effect
Reviews compound over time. A company that collects 25 reviews/month for a year has 300 reviews. Their competitor with 3/month has 36.
Who do you think gets the call?
Written by
Mike Peterson