Roofing guides · 2026-10-18

Fresh Google Reviews vs. Old Ones for Roofing Companies

You finish a tear-off on a Thursday, the homeowner shakes your hand and says, "I'll definitely leave you a review." Then the weekend comes, the shingles are forgotten, and the review never gets written. Meanwhile your phone buzzes on the roof with a call from someone who just looked you up and is deciding between you and two other companies.

What they see on your Google listing matters. And it is not only about how many reviews you have. It is also about when the last one was written.

Do old Google reviews still count?

Yes. They show you have a history, and a long record of happy customers is worth something. But a pile of reviews that stops two years ago raises a quiet question: what happened since? Did the crew change? Did the owner stop caring? Did the business slow down?

Homeowners will not say this out loud, but they do check. According to BrightLocal's 2026 Local Consumer Review Survey (1,002 US adults), 74% of consumers look for reviews written in the last three months. That is a lot of people looking at the dates, not just the star rating.

So old reviews are the foundation. Fresh reviews are the proof that the foundation is still holding up a working company.

What do homeowners actually look at before they call?

Most of them look before they ever dial. Roofr's Homeowner Perspective Report (November 2025) found that 82% of homeowners read Google reviews before they call a roofer. BrightLocal's 2026 survey names Google as the most used review platform, picked by 71% of consumers.

Reviews also carry real weight in the decision. In the 2024 Homeowner Roofing Survey from Roofing Contractor magazine (Clear Seas Research), 30% of homeowners called online reviews "extremely important" when hiring a roofer, 34% "very important" and 31% "important." That adds up to 95%.

BrightLocal also reports that 85% of consumers say positive reviews make them more likely to use a business. Put those together and your Google profile works like a storefront window. If the newest thing in the window is from a long time ago, it looks like the shop might be closed.

One more point: word of mouth still leads. The same Roofing Contractor survey found that 73% of homeowners go by word of mouth or a recommendation, and 54% use search engine results. Often those two overlap. A neighbor recommends you, and then the homeowner searches your name to check. A recent review from someone nearby can seal that deal.

Is it better to have many reviews or recent ones?

You need both, but if you have to pick where to put your effort, put it into the steady flow.

Here is a simple way to think about it. A company with a big total and nothing recent looks like it peaked and coasted. A company with a smaller total and a new review every week or two looks busy, current and cared for. A homeowner scrolling at night will read the top few reviews and judge you on those.

Fresh reviews also tend to say more useful things about the job. They mention the crew that showed up last month, how you handled the weather delay, how you cleaned up the yard. That is the kind of detail a nervous homeowner is looking for.

I am not going to claim a magic ratio, because there isn't one that can be proven. The practical goal is simple: no long gaps.

How do I keep fresh reviews coming in?

The problem is rarely unhappy customers. It is timing and memory. People mean to write a review and then life gets in the way. A routine fixes that.

1. Ask while the job is fresh. The best moment is the day you finish, or the day after, when the roof looks good and the homeowner is relieved. Say it in person first: "If you're happy with the work, we'd really appreciate a Google review. I'll send you a short link so it's easy."

2. Send the link the same day. A text or e-mail with one direct link beats "just search for us on Google." Keep it short: "Hi Maria, thanks again for trusting us with your roof. If you have a minute, here's the link to leave a review: [link]. It helps other homeowners find a roofer they can trust."

3. Send one reminder, then stop. One polite nudge a few days later catches the people who meant to do it. Pushing past that feels pushy and can cost you goodwill. If you text customers, check the current rules on messaging consent first.

4. Make it part of closing the job. Put it on your punch list next to the magnet sweep and the final photos. If it is a step, it happens. If it is a good intention, it doesn't.

5. Reply to every review. A short thank-you shows a real person is paying attention, and it adds fresh activity to your profile.

What should I never do to get reviews?

Three rules from Google's review policies are worth keeping in mind:

• Ask every customer the same way. Do not pick out only the ones you think are happy.
• Never pay for reviews, and don't offer gifts or discounts in exchange.
• Never write reviews yourself, or have your crew or family write them.

Check Google's current policy text now and then, because platforms update their rules. Shortcuts here put your whole profile at risk, which defeats the point.

If you would rather not run this routine from memory, LeadCatch is a simple way to do it. You get a private page where you add a customer's name and e-mail, and it sends one friendly review request in your name plus one reminder. It also gives you a 20-second estimate request form for your website. There is a 14-day free pilot, no card and no call: start the pilot, try the demo, or read the overview.

Written with AI assistance by Blixwerk Studio. No customer stories were used; the statistics are cited in the text.