Short answer: Reply to every Google review, positive or negative, within a few days. Thank happy customers by name and mention the job. Respond to unhappy customers calmly, take responsibility where it's fair, and move the conversation offline. Homeowners read your replies as closely as the reviews themselves.
Why replies matter
When a homeowner searches "plumber near me" or "AC repair," your Google Business Profile is often the first thing they see, before your website. They read the reviews and they read how you respond. A profile full of thoughtful replies tells them a real person runs the business and cares how jobs turn out.
Google also says that responding to reviews shows you value your customers and their feedback, and encourages businesses to do it.
How to reply to a positive review
Keep it short, personal and specific:
- Use the customer's first name
- Mention the service or technician if you can
- Thank them, and invite them back
Example: "Thanks, Maria! Glad Javier could get your AC back up and running the same day. We appreciate you choosing a local company, and we're here whenever you need us."
Avoid copying the same reply on every review. Varying it, even a little, reads as genuine.
How to reply to a negative review
A calm, professional reply to a bad review can earn more trust than five-star reviews alone, because future customers see how you handle problems.
- Stay calm. Wait an hour if you need to. Never argue.
- Thank them for the feedback.
- Acknowledge the problem without making excuses.
- Take it offline: give a name and direct phone number.
- Follow up, and if you fix it, they may update the review.
Example: "Mr. Thompson, I'm sorry the repair didn't go the way it should have. That's not the experience we want for anyone. Please call me directly at (555) 123-4567 so I can make this right. — Dana, Owner"
Don't share private job details or customer information in a public reply.
How to get more reviews
- Ask at the end of every job, when the customer is happiest.
- Text a direct link to your review page so it takes one tap.
- Make it a habit for every technician, not something you remember to do once in a while.
- Never pay or offer discounts for reviews, and don't post fake ones. It's against Google's policies and can get reviews removed.
Frequently asked questions
Should I respond to old reviews?
Yes. Catching up on unanswered reviews shows current attention, even if the reply is late.
Can I delete a bad review?
No, but you can flag reviews that break Google's policies (spam, off-topic or offensive content). For honest negative reviews, a professional reply is your best tool.
Who should reply, the owner or the office?
Either works. Replies signed by the owner tend to feel more personal, especially for negative reviews. If nobody has time to keep up, a local marketing partner such as Catapult Local can manage your Google Business Profile, including drafting review replies for you to approve.
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