Before you can set a goal, you need to know what you’re competing against. The most common question I get from Roanoke roofing contractors is some version of: “How many reviews do I need?”

The honest answer: it depends on who’s currently in the top 3 in your specific service area. But there are patterns worth knowing.

The top 3 ranked roofing contractors in Roanoke, VA typically have 40 to 130+ reviews at 4.6 to 4.9 stars, with reviews arriving consistently month over month. Hitting the top 3 for competitive Roanoke keywords generally requires 50+ reviews at 4.7+ stars and a visible review velocity: 2 to 5 new reviews per month minimum. The exact targets depend on your specific competitors.

What the Roanoke local pack actually looks like

Pull up Google and search “roofing company Roanoke VA” right now. Write down the review count and star rating for each of the top 3 results.

When I’ve checked the Roanoke market recently, the top 3 positions show patterns like:

  • Position 1: 80 to 130+ reviews, 4.7 to 4.9 stars
  • Position 2: 50 to 90 reviews, 4.6 to 4.8 stars
  • Position 3: 35 to 70 reviews, 4.5 to 4.9 stars

These numbers shift over time and vary by specific search query. “Roofer Salem VA” has different competitors than “roof replacement Roanoke County.” Check the specific searches that matter most to your business.

The point isn’t to hit an exact number. The point is to know the target.

Why velocity matters as much as count

Two contractors: one has 80 reviews and their last one was 4 months ago. The other has 45 reviews and gets 3 to 4 new reviews per month.

Google’s local algorithm treats review recency as a ranking signal. The contractor with steady velocity often outranks the one with higher count but stale activity.

This is counterintuitive. Most contractors think “I need more reviews” and then try to get 20 in a month, then stop. That spike followed by a long dry spell looks unnatural in Google’s systems and doesn’t produce sustained ranking improvement.

What works: a system that produces 3 to 6 new reviews per month, every month. Over a year, that’s 36 to 72 reviews. Over two years, you’re at 70 to 140. At a consistent pace that never looks like a manipulation attempt.

The review math on a per-job basis

A Roanoke roofing contractor doing 4 to 8 jobs per month has 48 to 96 job completions per year. If you ask every single customer for a review and 20% of them leave one, that’s 10 to 19 reviews per year.

Most contractors ask maybe half their customers, and half of those leave reviews. That’s 5 to 10 per year.

The contractors in the top 3 are either doing higher volume, have a better ask rate, or both. Often they have a systematic ask that happens at every job completion without relying on the crew to remember.

Three systems that actually work

System 1: The same-day text

Immediately after the job passes final inspection, you or your project manager sends a personal text:

“Hi [name], this is [you] from [company]. Just finishing up at your place — hope everything looks great. If you have 2 minutes, a Google review would mean a lot to us. Here’s the direct link: [link]. Thanks for the business.”

Same-day, while the job is fresh, outperforms any follow-up by a significant margin. Send it yourself the first month so you can adjust the wording. Then build it into your job completion checklist.

System 2: The 48-hour follow-up

A text or email 48 hours after invoice delivery. By this point the customer has had time to inspect the work, you’ve had time to handle any punch-list items, and the interaction is still fresh.

This works as either the primary system or as a fallback when the same-day ask doesn’t convert.

System 3: The job site QR code

A laminated card or sticker on your paperwork or materials bag with a QR code that goes directly to your Google review link. Low-effort, low-conversion, but it catches the occasional customer who notices it.

Use system 1 or 2 as your primary. Add system 3 as a passive supplement.

What to do about 1-star reviews

You will eventually get a bad review. Here’s what not to do: ignore it, argue with it publicly, or respond defensively.

Here’s what to do:

  1. Respond publicly within 24 hours
  2. Acknowledge the customer’s frustration without confirming their specific claims
  3. Offer to resolve it offline: “Please reach out to me directly at [email] so we can make this right”
  4. Fix the underlying problem if it’s a real one

A contractor with 80 reviews at 4.6 stars and a thoughtful response to their 2 bad reviews looks more trustworthy to a homeowner than a contractor with 80 reviews at 4.9 stars and zero responses to anything.

Homeowners read the bad reviews first. How you respond tells them more about how you run your business than the 5-star reviews do.

Building your review count from zero

If you’re starting with fewer than 15 reviews, run a one-time catch-up campaign before shifting to the ongoing velocity system:

  1. List every customer from the past 2 years who had a positive experience
  2. Send a personal message to each one (text or email) asking for a review. Reference the specific job: “Hi, this is [name]. You had us out for the [roof/gutters/siding] job back in [month]. If you have 2 minutes, I’d really appreciate a Google review.”
  3. Follow up once if they don’t respond in a week
  4. Stop after that. Don’t harass people.

Most contractors doing this catch-up campaign get 5 to 15 reviews they otherwise wouldn’t have. Combined with a steady velocity system going forward, you can close the gap on top-ranked competitors faster than you’d expect.

For context on exactly how you stack up against the top 3 in your specific Roanoke service area, the free audit includes a review velocity comparison. You’ll see their review count, their average monthly velocity, and the gap you’re closing.

FAQ

Does the star rating matter as much as the count?

Both matter. A 3.8-star rating with 100 reviews will lose to a 4.7-star rating with 50 reviews in almost every case. Aim for 4.6 or better. Below 4.5 starts to suppress click-through rates significantly even if you rank well.

Can I get penalized for asking customers for reviews?

Asking customers for reviews is fine. Paying for reviews, offering incentives for reviews, or using a “review gating” service that only asks satisfied customers is against Google’s terms of service and can result in profile suspension. Ask everyone. Don’t filter.

What’s the best platform to get reviews on?

Google is by far the most important for local search rankings. After Google, Yelp, HomeAdvisor, and the BBB matter for citation consistency and trust signals. Start with Google, then expand to others once your Google review count is solid.

In your GBP dashboard, go to “Ask for reviews.” Google will give you a short link you can text or email directly. Shorten it with a free URL shortener for easier texting if needed.