Your last hundred customers are worth more than your next hundred leads.
They already trust you. Most would review you if it took a minute, and refer you if anybody asked. Nobody asks. That's the back end of your business, and it's where the cash is.
Thirty minutes with a person. Or call the assistant now.
sitting in your files, from people who already asked you what it would cost.
Across the companies we look at, 10 to 30% of a year's revenue is in that folder.
Illustration.
The review gets asked for. The referral gets asked for.
In your voice, at the moment she's happiest, without you having to say it out loud. Then the reply to her review goes up under your name, so the next homeowner reading it sees an owner who answers.
Storm took half the shingles off the back. Dillon's guys were out Thursday, done Friday, and the yard was cleaner than they found it.
Dana — thank you. That storm hit half of Oak Street and I'm glad we caught yours before it got into the drywall. Call any time. — Dillon
Drafted in your wording, posted under your name. You can read them first.
After the job. Where the cash is.
Five things that happen once the truck pulls away.
Map my revenue recovery planThe check-in
Same day. Anything wrong gets caught while you can still fix it, not as a one-star.
The review
Asked while she's happiest, with the link in the message. Nothing offered for it, and the bad ones don't get filtered — just the ask nobody makes.
The reply
Every review answered under your name, in your voice. Google's own guidance says owners who respond build trust with the next searcher.
The referral
A week or so later, once the review's up. One message, one name. Referrals close on your reputation, not your price.
The comeback
Gutters in the fall, an inspection before storm season, the annual check. The customer you already have, booked again.
The part you're still suspicious about.
They would if somebody asked. Nobody asks, so it comes down to whether your name happens to come up at a barbecue.
One ask, once, right after the job, in your words. Not a drip. If she says no, that's the end of it.
It's drafted from what you'd say and posted under your name, and you can read every one first. What's fake is a review page with no replies on it.
It does run out. That's why the back end matters — reviews, referrals and repeat work are the part that never empties.
Ask on the call and Doug will tell you what we commit to. We don't publish those terms until our attorney clears the wording.
Bring the customer list. We'll read it together.
Thirty minutes. You'll see how many past customers never got asked for anything, and what one ask would have been worth. If the list's thin we'll say so.
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