How homeowners actually vet a contractor before they call
98% of consumers read reviews before choosing a local business, and 71% won't consider one under 3 stars. The phone doesn't ring until that filter is passed.
Published September 2, 2026
By the time a homeowner calls a contractor, they've usually already decided you're trustworthy enough to call. That decision happens earlier, on a phone screen, in about the time it takes to skim a handful of reviews — and BrightLocal's Local Consumer Review Survey, a 1,026-person survey it runs annually, is one of the more direct measurements of what actually happens in that window.
The filter, in numbers
- 98% of consumers read online reviews for local businesses.
- 71% say they always or regularly read them — not a one-time check, a default habit.
- 71% would not consider a business rated below 3 stars.
- 88% say they'd use a business that responds to all its reviews, positive and negative.
None of that is exotic. What it means practically is that a contractor with strong work and a thin or stale review profile is invisible to a filter most homeowners apply automatically, before they've formed any other opinion.
What actually shows up in that check
A homeowner researching a contractor is usually looking at three things in quick succession: the Google Business Profile (rating, review count, recent activity), a handful of the actual review texts (for anything specific to their situation — a roof leak, an electrical panel, a bathroom remodel), and whether the business responded to anything negative.
What's worth doing about it
- 01Ask for a review right after the job is finished, while the work is fresh — see how to actually get more Google reviews for the mechanics that work.
- 02Respond to every review, not just the negative ones. A response to a good review costs a sentence and signals the same thing an unanswered one costs you.
- 03Keep the profile current: recent photos of finished jobs, accurate service area, hours that match reality.
This is the same groundwork behind ranking in the local map pack — reviews are one input into ranking, but they're also the thing a homeowner reads with their own eyes regardless of where you rank. Getting it right does both jobs at once.
Frequently asked questions
Yes, overwhelmingly. BrightLocal's 2025 Local Consumer Review Survey (1,026 US adults) found 98% of consumers read online reviews for local businesses, and 71% say they always or regularly do — this isn't an occasional habit, it's close to universal.
BrightLocal's research puts the practical floor at 3 stars: 71% of consumers say they would not consider a business rated below that. Above the floor, volume and recency matter more than chasing a perfect score.
Measurably. 88% of consumers in the same BrightLocal survey said they'd use a business that responds to all its reviews — positive and negative. A profile with no owner responses reads as unmanaged, which is exactly what a homeowner is trying to screen out.