New Google reviews per month
Recency and volume both matter to homeowners comparing contractors.
HVAC companies · Review and referral requests
Turn the technician everyone loves into reviews homeowners can read
For residential HVAC, Google reviews often decide who gets the call. A homeowner with a dead furnace searches, compares star ratings and recent comments, and rings the company that looks trustworthy. Many contractors do great work but ask for reviews only occasionally, so their profile does not reflect their reputation.
How it often works today
- Technicians are told to ask for reviews, but most forget after a long day, and requests depend on individual habits.
- Review requests, when sent, go out days later in a generic email that few customers open.
- Unhappy customers have no easy way to raise a problem privately, so complaints appear first as one-star reviews.
- Referrals from satisfied customers are not asked for or tracked, so the company cannot tell which customers send new business.
A review and referral workflow asks at the right moment, such as soon after a completed install or a well-handled emergency call, with a personal text naming the technician. Happy customers get a simple Google review link and an invitation to refer a neighbor. Customers who report a problem are routed to a manager first. People respond personally to every review.
The improved workflow
Trigger the request when the job closes
When a technician marks a job complete and paid, a short text goes out within hours, naming the technician and asking how the visit went.
Route by response
Customers who respond positively get a direct link to your Google Business Profile review page. Anyone who reports a problem is routed to the service manager for a call.
Invite referrals from happy customers
After a review or a positive reply, customers receive a simple referral note, and referred leads are tagged in the field service platform.
Respond to every review
A draft reply is prepared for each new review, and the owner or office manager edits and posts it, thanking the customer or addressing concerns.
How we deliver this: AI automation for small business or fractional CTO leadership, scoped in writing and run over 90 days. See pricing or the sample scope.
What we would measure
Average rating over the last 90 days
A better view of current service than the lifetime rating.
Problems caught privately before a review
Shows whether the workflow is giving you a chance to fix issues.
Booked jobs from referrals
Tracks whether referral invitations bring real work.
Where people stay in control
- Every customer is offered the chance to leave a public review; the workflow does not block unhappy customers from posting, which Google's policies and FTC rules prohibit.
- No incentives are offered in exchange for reviews, and all review responses are written or approved by a person.
- Texts are sent only to customers who agreed to receive messages, with a clear opt-out, consistent with TCPA requirements.
Example
Illustrative: a furnace install in Littleton
For example, a crew finishes a furnace and AC install in Littleton on a Thursday afternoon. At 6 pm the homeowner receives a text from the company asking how the install went, naming the lead installer. She replies that the crew was tidy and explained everything, and receives the Google link. A week later she gets a short note about referring neighbors. This example is illustrative.
Tools typically involved
What the first 30 days look like
In the first 30 days we would review your Google Business Profile history, current review request practices and completed jobs over the last season, and agree the trigger, wording and escalation path with your service manager.
Common questions
Is it allowed to send unhappy customers to a manager first?
It is fine to ask how the visit went and to offer help, but you should not prevent unhappy customers from leaving a public review. Review gating breaks Google's policies, and the FTC has rules on suppressing negative reviews. The workflow should offer everyone the review link.
Should we reward technicians for reviews?
Many contractors recognize technicians who are named in reviews, which can help culture. Be careful not to create pressure that leads to technicians asking customers for five stars specifically. The focus should be on asking every customer, consistently, at the right moment.
What tool should we use?
ServiceTitan and Housecall Pro have review request features, and dedicated tools like Podium or NiceJob add two-way texting and referral tracking. We would compare cost and fit with what you already pay for before adding a subscription.
The business case
Does it pay for itself?
Illustrative defaults for a HVAC company. Replace them with your numbers.
What this workflow costs today
a month in staff time, before any lost sales
Monthly fee + assumed tools +
Break-even: new clients a month (at first-year value)
Or: staff hours recovered and redeployed
Break-even additional revenue
Value of +1 point of win rate
First 90 days, service fee
Worth a closer lookTest the assumptions
Illustration only, not a forecast or guarantee. Recovered staff time becomes a cash saving only if spending actually declines or the time goes into paid work. Tool costs are an assumption; we replace every number here with yours before recommending a scope.
Review and referral requests in other industries
Auto repair shopsDental practicesEvent and catering companiesHome remodeling companiesInsurance agenciesLandscaping companiesPhysical therapy clinicsPlumbing companies
Review and referral requests: full guide
Related guides
Zapier for small businessHow to get more reviews ethically, within the FTC's 2024 ruleReferral programs for service businesses: a practical design
Terms used here
Next step
Bring one expensive workflow. Leave with a clear next step.
In 30 minutes we look at one recurring workflow, what it costs you today and whether there is a credible case to improve it. If there is not, we will say so.
Book a 30-minute workflow review
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30 minutes with Phil or Martin. No technical brief, no pitch deck. Phil or Martin replies personally, usually within one business day.