A roofing company sells a $9k to $25k job to a homeowner who has probably never hired a roofer before and may not hire one again for many years. That homeowner reads reviews. Google also uses review count and recency in Local Services Ads and the map results, so reviews are a lead channel in their own right. This guide is for a roofing shop that finishes jobs well and still has a thin review profile.
The mechanics are cheap. Review request software runs from $75 to about $399 a month. Agencies bundle review management into retainers from about $500 to $5,000 a month. The hard part is the process on the day the crew leaves.
Ask for the review at the final walkthrough
The best moment is the final walkthrough, when the project manager is on site, the yard is clean and the homeowner is relieved. Have the person who did the walkthrough send the request by text within an hour. A request from the office two weeks later gets a fraction of the response. Make it one tap: a direct link to your Google Business Profile review form. Put the step in the job close-out checklist next to the final invoice and the warranty paperwork. The drawback is that this depends on crews, and roofing crews are often subcontracted and paid by the square. Tie a small bonus to reviews that name the crew lead so they have a reason to care.
Automate the request from your CRM or invoicing tool
Software handles the follow-up so nobody has to remember. NiceJob starts at $75 a month, sends automated review requests and referral campaigns, integrates with Jobber, Housecall Pro and QuickBooks, and offers a 14-day trial. Podium costs around $399 a month, bundles reviews with messaging and payments, and integrates with ServiceTitan and Housecall Pro. If you invoice from QuickBooks, NiceJob can trigger a request on payment, which is the cheapest route for a small roofing shop. The drawback is that neither tool lists an integration with AccuLynx or JobNimbus, the two roofing CRMs on our close-more-jobs list, so a roofing company on those systems may be uploading a customer list by hand.
Reply to every review, including the bad ones
A reply within a day shows the next homeowner that someone is paying attention. Thank the good ones by name and mention the job type, since a reply that says “replaced the shingle roof in Plano” helps the profile show for that search. For a bad review, reply once, briefly, with a phone number and an offer to make it right. Never argue in public about an insurance adjuster or a change order. Roofing licensing varies by state and several states need only registration, so reviews carry extra weight for roofers; a homeowner uses them as the license check. The drawback is time: 15 minutes a day, every day, and it has to be the owner or someone who speaks for the owner.
Keep the request legal and send it to everyone
Never offer a discount for a review, and never screen unhappy customers out before sending the request. Google’s review policies prohibit both, and a flagged profile can lose the reviews you earned honestly. Ask every customer, at the same point in the job, with the same wording, including insurance jobs where the homeowner paid only a deductible. The drawback is that an open process produces the occasional 2-star review from a job that went sideways. A profile with a few of those and a hundred good ones reads as real.
Hire an agency only when reviews ride along with a wider retainer
Agencies on our list run review programs as part of broader marketing. Contractor Gorilla packages website, SEO and reviews at roughly $500 to $1,500 a month per ClicksGeek. Blue Corona starts around $2,500 a month with ServiceTitan integration and a lead attribution focus. Thrive Internet Marketing Agency works month to month, priced on quote. Scorpion starts around $5,000 a month with a 12-month commitment. Paying an agency $2,000 a month only to send review requests is poor value when NiceJob does it for $75; hire the agency for the SEO and website and let reviews ride along. The drawback is that an agency cannot fix a weak close-out process on your side, and that process produces most of the reviews.
The full list of agencies and tools for this is at roofers: get more reviews.