How to Get More Reviews for Your Cleaning Business: Proven Strategies
Discover effective strategies to generate more positive reviews for your cleaning business. Learn when and how to ask for reviews, and how to handle negative feedback.
Lucas Queiroga
The Review Economy
Here's a number that should keep you up at night: 93% of consumers say online reviews influence their purchasing decisions. For cleaning services—where you're asking strangers to trust you in their homes—reviews aren't just marketing. They're the foundation of your business.
But here's what most guides won't tell you: getting reviews isn't about asking more. It's about asking better. And it starts long before the ask.
The Psychology of Reviews
Why People Leave Reviews (And Why They Don't)
Understanding motivation changes everything:
People leave reviews when:
- They had an emotionally significant experience (very good OR very bad)
- They feel personally connected to the business
- The ask comes at the right moment
- It's easy to do
- They believe it matters
People don't leave reviews when:
- The experience was "fine" (neutral doesn't motivate action)
- They're busy and forget
- It feels like too much effort
- They don't know where to leave it
- Too much time has passed
The insight: Your job isn't to ask for reviews. It's to create experiences worth reviewing and make the process frictionless.
Satisfaction vs. Delight
Satisfied customers don't leave reviews. Delighted customers do.
- Satisfaction: "They cleaned my house. It's clean now."
- Delight: "They folded my towels into fans. There was a little note. My whole house smells amazing."
The difference? Details that show you care beyond the transaction. These create the emotional response that triggers reviews.
Creating Review-Worthy Experiences
Signature Touches
Develop 2-3 signature touches that customers notice and remember:
- The visual finish: A specific way you arrange pillows, fold towels, or position items
- The scent experience: A signature clean smell (not overpowering, just fresh)
- The personal note: A small handwritten card thanking them
- The unexpected extra: Taking out trash, wiping down a light switch they didn't ask about
These cost almost nothing but create disproportionate impact.
Communication Excellence
Reviews often mention communication more than cleaning:
- Confirm appointments 24 hours ahead
- Send "on my way" texts with accurate ETAs
- Text when complete with a quick summary
- Follow up next day to ensure satisfaction
This level of communication is rare in the industry. It gets noticed. It gets reviewed.
Asking the Right Way
Timing Is Everything
The golden window: 2-24 hours after service completion
- Too soon (during service): Feels pushy and transactional
- Too late (next week): Emotional impact has faded, they've moved on
- Just right (same day or next morning): Experience is fresh, gratitude is high
Trigger Moments
The best time to ask is right after positive feedback. Train yourself to recognize trigger moments:
- "Wow, this looks amazing!"
- "I can't believe how clean the bathroom is"
- "You're so much better than our last cleaner"
When you hear these, that's your cue: "I'm so glad you're happy! It would mean a lot if you could share that in a quick Google review. It really helps other families find us."
How to Ask (Scripts That Work)
In person:
"We love cleaning for you, and we're trying to grow our business through reviews rather than expensive advertising. Would you have 30 seconds to leave us a quick review? I can text you the link right now."
By text (same day):
"Hi [Name]! Thank you for having us today. If you have a moment, a quick Google review would mean the world to us: [direct link]. Thank you!"
By email (next morning):
Subject: Quick favor?
"Hi [Name], I hope you're enjoying your fresh, clean home! If you were happy with our service, would you mind taking 30 seconds to share your experience? [Button: Leave a Review] Your feedback helps other families find quality cleaning services. Thank you for trusting us with your home."
Making It Stupidly Easy
Every extra click loses 50% of people. Optimize ruthlessly:
- Use a direct link to your Google review form (not your Google listing)
- Use a URL shortener for text messages
- Create a QR code for printed materials
- Pre-write a suggested review they can modify (controversial but effective)
Platform Strategy
Where to Focus
Priority order for most cleaning businesses:
- 1. Google Business Profile: Impacts local search ranking directly. This is #1.
- 2. Yelp: Important in urban markets, can be gamed easily if ignored
- 3. Facebook: Social proof for referrals checking you out
- 4. Nextdoor: Highly trusted for local home services
Focus on Google until you have 50+ reviews, then diversify.
Why Google Matters Most
Google reviews directly impact:
- Search ranking: More reviews = higher in "cleaning services near me"
- Click-through rate: Star rating shows in search results
- Trust: It's the first place people check
- Google Ads: Reviews can appear in your ads
A business with 100 Google reviews will outrank a competitor with 10, all else being equal.
Responding to Reviews
Responding to Positive Reviews
Always respond. It shows you're engaged and encourages others to review.
Good response formula:
- Thank them by name
- Reference something specific from their review
- Reinforce your value proposition
- Look forward to next time
Example: "Thank you so much, Jennifer! We're thrilled you noticed the attention we gave to your kitchen—that's exactly the detail we pride ourselves on. Looking forward to your next appointment!"
Responding to Negative Reviews
Negative reviews are opportunities. Your response matters more than the review itself—future customers are watching how you handle problems.
The framework:
- Respond quickly (within 24-48 hours)
- Apologize for their experience (not necessarily admitting fault)
- Don't argue or get defensive
- Take it offline (offer to call/email)
- Show you're making it right
Example: "Hi Mark, I'm really sorry your experience didn't meet expectations. This isn't the standard we hold ourselves to, and I'd love the chance to make it right. Could you call me at [number]? I want to understand what happened and ensure it doesn't happen again. - Sarah, Owner"
Handling Fake or Unfair Reviews
Sometimes you get reviews from non-customers or competitors. Options:
- Flag for removal: Google allows you to report reviews that violate policies
- Respond professionally: "We don't have any record of this service. Please contact us so we can understand this situation."
- Bury with positives: 10 good reviews make 1 bad one insignificant
Automating the Process
Building a Review Funnel
The best review strategies run on autopilot:
- Day 0 (service complete): Thank you text with review link
- Day 1: Follow-up email with review request
- Day 3: If no review, gentle reminder
- Day 7: Final ask (optional)
Most cleaning software (including EasyCleanQuote) can automate this sequence.
What Not to Do
- Don't buy fake reviews: Platforms detect them. You risk permanent bans.
- Don't offer payment for reviews: Violates most platform terms
- Don't only ask happy customers: This is "review gating" and against Google policy
- Don't overwhelm: One good ask is better than five desperate ones
Measuring Success
Track These Numbers
- Review count: Total reviews (set monthly growth targets)
- Average rating: Goal is 4.7+ stars
- Review velocity: New reviews per month
- Response rate: % of reviews you respond to (should be 100%)
- Sentiment: Common themes in positive and negative reviews
Benchmarks to Hit
- Year 1: 30-50 Google reviews, 4.5+ average
- Year 2: 75-100 reviews, 4.7+ average
- Year 3+: 150+ reviews, maintaining 4.7+ average
Every 10 new reviews typically increases search visibility noticeably.
Advanced Tactics
The Review Surge Campaign
If you're starting from zero or rebuilding:
- Identify 20-30 past happy customers
- Send personal (not automated) emails explaining you're building your online presence
- Offer a small thank-you (free add-on on next clean, not payment for the review)
- Follow up individually
This can generate 10-20 reviews in a few weeks.
Turning Negatives Into Positives
Sometimes, customers who had problems and got excellent resolution become your best advocates. After resolving an issue:
"I know we didn't get it right the first time, but I hope we've made it right now. If you feel we've earned it, we'd be grateful if you'd update your review to reflect your full experience with us."
About 30% will update or add positive context.
The Compound Effect
Reviews compound. More reviews leads to higher ranking leads to more visibility leads to more customers leads to more reviews.
The businesses that dominate local search aren't necessarily the best cleaners. They're the best at consistently generating reviews.
Start today:
- Send review requests to your last 5 happy customers
- Set up an automated review request in your software
- Respond to every existing review you haven't addressed
- Add one signature touch that makes your service memorable
In 12 months, you'll have a review profile that competitors can't easily replicate. That's a moat. That's an asset. That's how you win.
Written by Lucas Queiroga
Founder of EasyCleanQuote. Helping cleaning businesses streamline operations and grow their customer base with practical insights from years of industry experience.
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