Every operator we talk to is proud of their review count. Most have no idea what their review velocity is. The first metric is a trophy. The second is the one Google ranks on.
What velocity means
Review velocity is the rate at which new reviews come in. Google's local algorithm reads it as a freshness signal — businesses adding reviews steadily look active, trusted, and current. Businesses sitting on a pile of 2022 reviews look dormant, regardless of star rating.
A simple test: if you sort your last 50 reviews by date, are the most recent ones from this month? This quarter? Or do you have to scroll past 2023 to find one?
The velocity bar that matters
The numbers vary by metro, but a rough rule:
- Under 5 new reviews per month: you're losing ground
- 5–10 per month: holding position
- 10–20 per month: climbing
- 20+ per month: dominating local pack
These are per-location numbers. A multi-location operator with 12 markets needs that velocity in every market, not 240 reviews concentrated on one profile.
How to actually generate the velocity
The review-request automation that works in trades is unsexy:
- Trigger the request from the FSM's "invoice complete" event, not from the appointment booking
- Send via SMS, not email — 4–5x open rate
- Send within 2 hours of the tech leaving, not the next day
- Make the request from the tech's name, not the company's
That last one is worth 30% of the response rate by itself. Customers leave reviews for Brian, not for "ABC Plumbing."
