Some agents shy away from asking for reviews, but there’s nothing wrong with a well-timed ask. Here’s when and how to ask your clients for reviews, and how to automate the process so nothing gets missed.
Across the insurance industry, I see a trend of agents providing outstanding service, but getting cold feet when it comes time to ask for a client review. I get it. Agents don’t want their clients to feel like they’re part of a transaction.
That spirit is exactly what should guide the way you do ask for reviews at key touchpoints.
So, how exactly should you ask clients for a review? It all comes down to personalization. Avoid a one-size-fits-all approach to review requests. That’s when it starts to feel like an exchange, rather than a friendly question. Instead, tailor your process to key situations in the client lifecycle, which in turn will increase the likelihood someone leaves you a review.
If you only take one thing away from this article, let it be this:
A genuine request for a review, one that explains what it would mean for your agency and is grounded in respect for your client, will almost always land.
As we work through this article, I also want to highlight the “why” of gathering reviews. This social proof has only become more important in the age of online research and AI search helping prospective clients make decisions. AI search engines highly value reviews as a signal when people ask about trusted agents near them. You want to make sure the service you’re providing is helping tell your agency’s story online.
The best time to ask for a review is based on your client’s journey
Asking for reviews is as much about your delivery as it is about your timing. Through every phase of a client’s time with you, there will be natural moments where asking for a review comes up as an extension of the conversation.
Here are a few key moments when asking for a review makes sense:
- After you’ve smoothly completed a claim for a client.
- After a positive annual policy review.
- After you’ve added a new policy to their account.
- After a client compliments your service.
- After a major life change is handled well.
These are simply examples, not a full list of touchpoints. There are plenty of other moments that naturally prompt a review ask. If you’re unsure whether the timing is right, align the question with a moment where you’re providing a high level of service.
It goes without saying, but being a trusted partner to your clients is the secret that makes asking for (and getting) reviews simpler and more comfortable. People who genuinely appreciate your service, hopefully your whole book of business, are happy to lend a hand by sharing their positive experience.
Use technology to streamline your reviews process
To get started, pick one moment from the list above and think about how you most often communicate with clients during that moment: phone, text, or email.
Let’s use a post-claim touchpoint as our main example. In a perfect world, after every closed claim, you or someone at your agency is asking your client for a review in a soft and earnest way. If you’re wrapping up a claim on the phone and your client gives you a compliment or shows appreciation, you can simply say:
“I’m so happy to hear we could make this process easy for you. If it’s not any trouble, would you be open to sharing your experience with us as a Google review? They really make a difference for our business.”
In the script above, we’re asking the happy client for a Google review, since those reviews are some of the most cited by AI search and most referred to by prospects checking out your business. You can also direct clients to a review form on your website, but I highly recommend centralizing everything on your Google Business Profile whenever possible.
Now, if you’re primarily communicating with clients over email or using a business texting tool like the Business Texting Add-On we offer at Agency Revolution, you’ll want a few templates ready based on the situation. This ask is a little more sensitive, because you aren’t getting live feedback from your client. Here’s a solid template to include in a completed claim email:
“It was a pleasure to help you through this claim, and I’m hoping we don’t need to go through this process again for a while! In the meantime, it would mean a lot to my agency if you’d consider leaving us a Google review about your experience. These reviews are a big deal for our business and for helping our clients.”
Make sure you include an up-to-date Google review link in that email. It should be as easy as possible for your clients to click through and leave a review. Just like with a website form, the fewer steps your client has to take to click “Submit,” the better.
Automation is your time-saving friend
You could easily use the templates in this article and send review request emails manually whenever a client’s claim wraps up. However, as your business grows, your time is better spent working with clients, not timing emails.
The most successful agencies I’ve seen automate review touchpoints and follow-ups so nothing gets missed. Our Fuse marketing automation platform makes this easy, using key triggers from your management system data, like when a claim is closed in your AMS, to send your review email and even text review requests.
Once you’ve dialed in the language you want to use, you can rely on your automation tools to be hands-off, giving you time back in your day to connect with clients without worrying about missing a review opportunity.
Referring back to our post-claim example, if you’re using Fuse or a different marketing automation platform, you’ll be able to put review collection on autopilot, provided your agency management system data is clean and up to date.
Fuse’s content library includes professionally built campaigns that cover the entire commercial and personal lines claims lifecycle based on your management system data. You can also build a campaign yourself that includes everything from an initial warm message letting your client know you’ve got their back, to that final post-claim email saying you’re so happy you could help, and would they consider leaving a review?
Remember: marketing communication is about balance. Not every message you send your client should be a review request. Zoom out, review your marketing calendar, and ask a few key questions so automated requests feel organic:
- How often are you already reaching out to clients? We recommend 1 to 2 emails a month.
- Are any of your existing touchpoints good moments to ask for a review?
- Is there space in your marketing calendar for a smaller, targeted reviews campaign?
If you’re using Fuse, I recommend opening the Marketing Calendar dashboard in your Agency Revolution workspace and looking at your email sending trends. Ask yourself the questions above while you look at weekly, monthly, and yearly views to see where review asks slide in naturally.
What to do after your agency starts receiving reviews
Once you’ve got a reviews engine going for your agency, it’s important to build a process for responding to all reviews, positive and negative.
As a general rule, respond to reviews within 24 hours of receiving them. This shows clients you’re grateful they took the time to leave feedback.
Make sure you also have a system in place to send a thank-you note by email or text when a client leaves a review after you’ve asked. A little personalization here goes a long way toward helping your clients feel connected to your agency.
The best way to respond to a positive review
This is the fun part. Responding to positive reviews is all about gratitude and personalization. When someone takes time out of their day to speak kindly about your business, put that same kindness back into your response.
A good rule of thumb: don’t just say “Thanks!” Instead, echo some of the details in their review, and always express appreciation for being able to help. The emphasis on helping is important, because it positions your agency as an advisor and makes the exchange feel natural, rather than like a transaction.
Internally, if a review calls out a team member by name, share the positive feedback with them. We do this all the time at Agency Revolution, and it helps break up the day-to-day and keep us grounded in our mission of making clients’ lives better.
The best way to respond to a negative review
A negative review can sting, but constructive feedback is a gift. As I’ve written before, a negative review is a growth opportunity for your business. Use it as a moment of self-reflection and learn as much as you can from what the unhappy client is saying.
Take a pause before responding, then hold yourself and your business accountable. Assure your client that their experience is not the one you wanted them to have, and that you’d love the opportunity to make it right.
Whether you’re getting a positive or negative review, always respond with gratitude for the client and their time. Appreciation goes a long way toward strengthening or improving someone’s perception of you.
When responding to a negative review online, remember that there’s a good chance the client won’t reply. Respond anyway. Your comment shows other people that your agency holds itself to a high standard and knows how to take ownership when something goes wrong.
I’m speaking primarily about Google in this article, but you’ll also want to make sure all of your online directory listings are accurate. Our Local Listings Add-On helps keep your agency’s information up to date across more than 40 directories.
Turning reviews into marketing opportunities
Every positive Google review can be republished as content on your website, in your print marketing, or as a social media post. Our Forge website platform has a number of tools to help you showcase your agency’s great service, including testimonial pop-ups across your site, positive reviews in notification bars with quote CTAs, and a dedicated reviews page so visitors can see all of your feedback in one place.
One quick win you can do today
Pick a single part of your client journey where you haven’t included a request for a review. Look through the communications you send around that moment, and see where you can weave in a quick ask.
For example, after a client’s policy renewal wraps up, are you sending a final thank-you note? That’s a great place to add a short line about valuing their time and business, and asking whether they’d consider leaving a review.
Everyone is used to being asked to leave reviews. It’s not the ask itself, but how you make your client feel respected, that makes all the difference.
Wrapping it up
By simplifying your review request process and adding automation where it makes sense, your agency should start to see more meaningful growth. You know you need to be asking for reviews. Now it’s about figuring out the “when” and the “how” by looking at your current client touchpoints and how your clients expect to hear from you during those key moments.
Putting in the time to streamline review collection pays off when you’re adding new reviews to your site and watching your Google Business Profile fill up with quality feedback that gets surfaced to prospects using AI search. As with all your other marketing efforts, the work you put in now becomes a system that sustains itself, freeing you up to keep serving clients, new and longstanding.
Want to learn more?
If you’re ready to take the next step, our complete insurance marketing platform offers the tools and features your agency needs to stand out and succeed.
From marketing automation that keeps you connected with clients and boosts retention, to insurance websites designed to drive growth, and a suite of marketing tools to meet your needs, Agency Revolution is everything you need after your AMS.
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Frequently asked questions.
When is the best time to ask a client for a review?
Every client journey is different, but one of the best times to ask for a review is right after you’ve provided great service, like when a claim is closed or a client compliments you on the phone. Always be ready to ask when their satisfaction with your agency is at its highest.
How quickly should I respond to a new review?
Aim to respond within 24 hours. It shows your agency is active and grateful for feedback. Respond to both positive and negative reviews, since each one is a chance to grow and to show other readers that your agency takes accountability when someone is unhappy with your service.
Where can I add automation to streamline my agency’s review request process?
Start by looking for patterns. If your agency always sends an email after a claim is completed, that’s a great place to add a light automated touch and cut down on admin work. You can still personalize your emails while taking the manual steps out of your post-claim follow-up.
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