How to ask past clients for reviews

Ask for a review in a short personal message a few weeks after closing, or right after a client thanks you, and include the direct link so it takes them one tap. Ask once and follow up once. Pick the site that matters in your market, such as your Google Business Profile, and name it.

When should you ask a client for a review?

Ask while the deal is fresh and the client is happy, which usually means a few weeks after closing. The other good moment is right after a client thanks you, because they've already said the words. For older clients who never left one, the home anniversary is a natural time, and home anniversary messages has the note to send with it.

Ask once, and follow up once if they don't get to it, then let it go. The FTC's guide for marketers puts it plainly: "Don't ask for reviews only from customers you think will leave positive ones." So ask every client, not just the ones you're sure about.

What should a review request text say?

It should name the site, include the direct link, and suggest one thing they might mention. Google says you can ask customers to visit a Google link or scan a QR code to leave a review, and a link in a text takes one tap. Google also says customers must be signed into a Google Account to leave one, so expect a client or two to need a minute to set that up.

A few weeks after closing (text)

Hi [Client], it's [Your name]. I loved helping you find [street]. If you have two minutes, would you leave me a review on Google? Here's the link: [link]. Even a line about [the offer, the inspection] helps.

Right after a thank-you (text)

Thank you, [Client], that means a lot. Would you be willing to say that in a Google review? It takes a minute here: [link]

The one follow-up (text)

Hi [Client], this is just a nudge on the review, with no pressure at all. Here's the link again in case it got buried: [link]

The email

Subject: A quick favor, [Client]

Hi [Client],

It was a real pleasure working with you on [street]. If you're willing, a short review on [Google, or the site you use] would help the next buyer decide whether to call me. Here's the direct link: [link].

A sentence or two is plenty, and it's fine to mention anything that went less smoothly, too.

Thank you,
[Your name]

Keep the review request on its own. A request for referrals is a separate message, and sphere of influence covers it. A plain follow-up text that just checks in is a good thing to send a few weeks before you ask for a review.

How do you ask past clients for testimonials?

Ask in writing, and get their permission in writing before you quote them on your website or in your marketing. A public review lives on Google or another site under the client's own account. A testimonial is a quote you publish yourself, so send them the exact words you plan to use and ask how they want to be named.

Hi [Client], you wrote something kind in your review, and I'd love to quote it on my website: "[quote]". Is that okay with you? And would you like me to use your first name, your full name or no name?

Can you offer something in exchange for a review?

Google's Business Profile help says: "Offering incentives, like free or discounted goods or services, in exchange for customers to post reviews, change reviews, or remove negative reviews is considered fake & misleading content and is strictly prohibited." The FTC's questions and answers on its reviews rule say: "The rule does not prohibit giving incentives for reviews, as long as there isn't an express or implied requirement that the reviews have to express a particular sentiment."

This article is general information, not legal advice. Rules change, so confirm details with the FTC or your broker.

Sources

Check-in answers aren't public reviews

When a client answers a Proferral check-in about a pro you referred, the answer goes on your referral and doesn't become a public review. Proferral doesn't collect reviews or testimonials, so you still ask for those yourself. See check-ins.

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