Key takeaways
- Ask at the end of the first visit or first purchase, for the location that served them, with that location's own review link.
- Trigger the request from your multi-location CRM or point of sale so every location asks every new customer the same way.
- Name who replies at each location, inside the brand's response guidelines, and how fast.
- A brand-wide promotion that rewards reviews breaks Google's policy, even when corporate runs it.
To get more Google reviews across a multi-location franchise, ask every new customer at the end of their first visit, for the location that served them, at the counter and then by text. Automate the request from your CRM so every location asks the same way. Never reward reviews, and never ask only the customers you expect to be happy.
When and how to ask
- Ask when the first visit is complete. At checkout, at pickup, or when the first service is finished. For memberships and repeat services, ask after the first visit and again at a natural milestone, not every time.
- Use the location's own link. Each profile has its own review link (Google's tips on reviews). A link to the brand, or to the wrong store, puts the review where it does nothing for the location that earned it.
- Say it in person. One sentence from whoever is at the counter, the same at every location. Put it in training, because staff turnover is where routines die.
- Send the link the same day. By text or email, naming the location. Business texting needs the customer's consent and a registered number (The Campaign Registry).
- Put a code at the counter. A printed QR code for each location, pointing to that location's link, for customers who would rather do it on the spot.
- Follow up once. If nothing comes after a few days, one reminder. Then stop.
The review loop
- Visit finished
- Ask every customer Same time, same way, no filtering
- They leave a review
- You reply Thanks and specifics, no private details
- The next customer reads it
Then the next customer
Automating requests
Automation is what makes the routine survive new staff, busy weekends and the location that never quite adopted it.
- Trigger on the first completed visit in your multi-location CRM, franchise management platform or point of sale, not on a manager remembering.
- Pick the link by location. The record's location field decides which review link goes out.
- Ask each customer once per period. A regular who gets a request every visit stops reading them.
- Leave staff and test records out. Employees reviewing their own location is a conflict of interest.
- Send the same request to everyone. A satisfaction survey that forwards only happy customers to Google is review gating.
- Report requests and reviews side by side, by location. A location that sends plenty of requests but gets few reviews has a problem at the counter, not in the software.
Responding to reviews
Name who replies at each location, and agree with the brand which reviews go to corporate.
| Review | Who replies | How fast | What to say |
|---|---|---|---|
| Positive, names a team member | Location manager | Within a few days | Thank them, mention the team member and the location |
| Negative, about this location | Location manager or owner | Same or next business day | Acknowledge it, give a direct contact at the location, take it offline |
| About a brand-wide policy or price | Agreed with the franchisor | Per the brand's guidelines | Explain what the location can do, and pass it on |
| Meant for another of your locations | Location manager | Within a few days | Thank them and say which location they visited; do not argue |
| Looks fake, or from a competitor | Owner | Flag it first, then reply | Short and factual, in case it stays up |
Many franchisors publish reply templates. Use them as a starting point and then make each reply specific. Twenty locations posting the same sentence reads as nobody listening.
What Google prohibits
Google's policy and federal rules both apply, and a brand-wide program does not change either.
- No incentives. No discounts, free items or loyalty points in exchange for reviews, including promotions run by the franchisor (Google's review policy).
- No review gating. Ask every customer, not only the ones a survey or a manager picks.
- No conflicts of interest. Owners and staff should not review their own location or a sister location, and should not post negative reviews of competitors.
- No fake, bought or insider reviews. The FTC's rule bans fake reviews, buying reviews and reviews by insiders without disclosure (the FTC rule).
- No suppression. Threatening or intimidating customers to keep them from posting a negative review, or to get one removed, is banned too.
More reviews also help each location in the Map Pack. The Map Pack guide for multi-location brands explains how, and the marketing automation guide covers the rest of the follow-up.
How VETS Growth Marketing helps
We set up the review request in your CRM or point of sale for every location, write the counter script with you, and build a reply routine that fits the brand's guidelines. The CRM and the profiles stay in your name. Each project has a date, and reports show requests, reviews and new customers per location. Book a growth consultation to see where each location's reviews stand against its competitors.
Sources
- Tips to get more reviews, Google Business Profile Help
- Prohibited & restricted content (Maps user-generated content policy), Google Maps Help
- 16 CFR Part 465: Use of consumer reviews and testimonials, Electronic Code of Federal Regulations
- The Campaign Registry (A2P 10DLC brand and campaign registration), The Campaign Registry