Customer Reviews vs Customer References

Customer testimonials and customer references seem like the same thing on the surface but they are very different and serve different purposes. They are equally important.

So what’s the difference?

Let’s start with the more familiar: Customer Reviews. You can find these on the contractor’s website, Facebook, and any Third Party website (like Google, BBB, Yelp, Home Advisor, etc.). When you start the hunt for the best roofer or perfect siding repair company, you should start by looking up reviews from previous customers. Click here to be taken to Carlson Exteriors’ page of testimonials.

Things to take note of to help you gauge the contractor’s professionalism:

  1. How recent are these reviews/ testimonials? How frequent do they occur? How many are there? You want to see a lot of recent and frequent reviews. Take in to consideration any off-seasons for exterior contractors; they will have less reviews during winter.
  2. Do they talk about their experience working with the sales person/ Project Manager? A sales person or a Project Manager will likely be your first and main contact to the company. They should not apply any sales pressures or gimmicks – only treating you respect. They should be easy to communicate with and happy to answer any questions you may have.
  3. Is Customer Service a common theme in reviews? For some reason, it’s easy to forget that contractors need to provide a high level of customer service. Remember you are paying them for their services.
  4. Are there repeat customers? The true testament to a contractor is if you can find evidence of returning customers. If a homeowner was truly satisfied with a contractor’s work, that contractor will be the first one that homeowner calls.
  5. How did the contractor handle mistakes? Even the best contractor is still human; they make mistakes. What separates the good contractors from the bad is how the mistakes are handled. Can you find evidence that problems were handled in a timely manner and to the customer’s satisfaction?

 

 

Now let’s talk about customer references! When you meet with your potential contractors ask them for a list of previous customers you can call. This way you can ask previous customers how the whole working experience was like.  Perhaps you are shy and are not interested in calling a handful of strangers. Ultimately, customer references are more meatier, more detailed than customer reviews. Look to see if your contractor has any Customer Spotlights on their website. Examples of that are:

Click here to Meet the Pound’s

Click here to Meet the Gualazzi’s

If you click those links you will find a before and after pictures, detailed descriptions of the job, and videos of interviews with the homeowners talking about their experience.

Liberate Yourself From Bad Contractors

Unfortunately, the construction industry is abound with poor principle. How do you begin to find a contractor that’s trustworthy? I suggest thinking of contractors as employees you are interviewing to potentially work for you/your company. It may seem silly at first, but that mindset will give you the confidence you need to feel like you can ask the right questions. To find a contractor with good character, you start with their references. We recommend looking into 3 references.

1- Bank Letter

A Bank letter solidifies the company’s financial status. It gives insight to the company’s cash flow. It also lets you know the company isn’t running the finances through the

Notes to help understand what to look for in bank letters
Notes to help understand what to look for in bank letters

owner’s personal finances. The example bank letter has been marked with what to look for.

Make sure the letter is addresses to the company (not the owner). It reenforces that the company has it’s own account.

Look for some clues to how long the financial institution has known your potential contractor. The longer the better.

Having a company that has decent cash flow actually ensures the company has higher skilled employees. If a company needs your job to pay employees for last week’s work, good employees won’t stick around at a company that may or may not pay. If a company asks for half upfront, that money may be used to pay employees or to buy materials for your job because there isn’t enough money in the account to buy materials without your deposit. That’s not a good sign of a good company.

Weathered wood shingles, chestnut brown shakes, latte tan siding, tan gutters
Weathered wood shingles, chestnut brown shakes, latte tan siding, tan gutters

2- Supplier Letter

Getting a letter from your potential contractor’s supplier ensures they have a great business relationship. This letter lets you know the contractor pays their bills. The last thing you want is a lean placed on your home because your contractor did not pay their material bills. Yes that does happen!

Example of a Supplier letter
Example of a Supplier letter

 

Mastic Russet red vertical siding, white trim, natural clay shake siding, certainteed moire black shingles in canton il.JPG
Mastic Russet red vertical siding, white trim, natural clay shake siding, certainteed moire black shingles in canton il

3- Customer References

This is very different than testimonials or good reviews. Customer references is a list of customers with addresses and contact information (given with permission). You can call any or all of the previous customers and ask them what it was like working with the contractor. A few example questions to ask homeowners:

  1. Did they arrive on time to perform the work?
  2. How was the daily clean up?
  3. Did you run into any issues? How did the contractor handle those issues?
  4. Were the employees polite and professional? Any specific interactions?
  5. Did your neighbors like the crews while they worked on your house?