New consumer review data from BrightLocal's 2025 survey reveals critical shifts in how customers interact with pest control companies online. With 96% of consumers now willing to write reviews and over 3/4 using video content in their research, understanding these evolving behaviors is essential for pest control managers looking to strengthen their online presence.'"
Your pest control company's online reputation isn't just important - it's essential for business growth. According to the BrightLocal Local Consumer Review Survey 2025, consumer behavior around reviews continues to evolve, making it crucial for pest control companies to stay current with review management best practices.
Key findings from the BrightLocal survey that shape our current review landscape:
- 4 out of 5 consumers expect businesses to respond to reviews within seven days
- Consumers are actively reading and using online reviews when researching businesses, with the data showing consistent review reading patterns across various time periods
- Consumers are actively using multiple platforms to research businesses
- Local news outlets serve as important sources, with nearly 1 out of every 2 US adults using them for business reviews
- Local business directories and social media platforms serve as secondary but important review sources
- Over 3 out of 4 consumers use video content when researching local businesses
- Companies should be thoughtful about when consumers are ready to review and when waiting makes more sense
1. The State of Online Reviews in the Pest Control Industry
As a home service provider, pest control companies face unique challenges and opportunities; the stakes are particularly high because:
Consumer Trust Factors:
- Consumers are placing trust in both online reviews and personal recommendations when making decisions about local businesses, with trust levels remaining consistent over recent years.
- Consumers check multiple review sites before making decisions, with many using different platforms to gather comprehensive feedback about businesses.
- Nearly 9 out of 10 consumers check for owner responses to reviews, meaning you should be responding to any and all reviews and having an active review management system in place.
Industry-Specific Implications:
- Home services, including pest control, show higher review engagement rates than other industries
- Over 4 out of 5 consumers would not use a business with less than 3 stars. This is particularly important for pest control, where trust is paramount.
2. Understanding Consumer Review Behavior
When it comes to pest control services, understanding what drives customers to leave reviews - and what holds them back - is crucial for building a strong review strategy.
The main factors holding consumers back from writing reviews include:
- Not having a notable experience to share
- The business not providing anything special to warrant a review
- Being too busy
- Finding the process too time-consuming
- Feeling they lack sufficient experience with the business
When considering the timing of review requests, the survey shows specific "Windows of Opportunity":
Consumer Verification Behaviors:
From the survey data, we can see consumers are concerned about fake reviews. The image below shows what signals consumers consider suspicious in reviews, helping businesses understand how to encourage authentic feedback.
Action Points for Pest Control Companies:
- Highlight unique aspects of each service in review requests
- Focus on collecting reviews that mention specific pest issues and solutions
- Response time matters - 81% of consumers expect businesses to respond to reviews within seven days
3. Essential Review Platforms for Pest Control Companies
Understanding where customers look for pest control reviews is crucial for focusing your review management efforts.
Consumers are using multiple platforms to research businesses:
- Local news outlets are significant, with nearly half of all US adults using them for business reviews
- Various alternative platforms are being used, including social media and community sites
- Over three-quarters of US consumers use video content when researching local businesses
- Consumers are actively using multiple sources to verify business information
The survey shows consumers are adapting to new platforms and formats, particularly embracing video content for business research and review consumption.
4. Strategies for Generating Authentic Reviews
For pest control companies, generating authentic reviews requires a strategic approach that aligns with consumer preferences and platform guidelines.
Timing Your Requests:
The survey shows that timing varies by industry and service type. For pest control:
- For services like pest control that are quick and easy to wrap up, requesting reviews immediately after service completion shows the best opportunity
- The data suggests businesses should be thoughtful about when consumers are ready to review
- Consider the complexity and duration of your service when timing requests
Request Methods:
The survey shows various approaches for requesting reviews:
- In-person requests show strong effectiveness
- Email communications remain an important channel
- SMS/text messaging offers another viable option
- The key is choosing methods that align with your customer communication preferences
Avoiding Review Generation Pitfalls:
The survey identifies several key barriers to review generation:
- Customers feel they have nothing notable to say
- Lack of a special or memorable experience
- Time constraints and busy schedules
- Process complexity
- Limited experience with the business
Recommendations to Pest Control Businesses for Implementation:
Create Notable Experiences:
- Focus on providing service moments worth mentioning
- Train staff to create review-worthy interactions
- Document and communicate the value provided
Simplify the Process:
- Make review submission as straightforward as possible
- Provide clear, direct links to review platforms
- Minimize the number of steps required
Time Your Requests Strategically:
- Based on the "Windows of Opportunity" data:
- Consider the natural conclusion points of your service
- Align requests with positive service completion moments
- Develop a systematic approach to review requests
Consider Proper Motivation:
The survey reveals important considerations about motivating reviews:
- Focus on highlighting the value of authentic feedback
- Emphasize how reviews help other customers
- Avoid any practices that might compromise review authenticity
Use Multi-Channel Approach:
- Face-to-face requests
- Digital follow-ups
- Platform-specific strategies
Review Platform Compliance and Ethical Practices:
Based on the survey data and platform guidelines:
- While incentives might seem like an easy solution, they can lead to significant consequences
- Official review platforms prohibit incentivized reviews, with serious penalties including:
- Removal of reviews
- Public marking of profiles with warning badges
- Potential account restrictions
- Damage to business reputation
Best Practices for Compliant Review Generation:
Instead of incentives, focus on:
- Creating genuinely review-worthy experiences (supported by Image 2's data on what motivates reviews)
- Making the review process simple and accessible
- Using proper timing for requests (as shown in Image 1's "Windows of Opportunity")
- Implementing ethical motivation strategies that don't violate platform policies
5. Managing and Responding to Reviews
For pest control companies, managing and responding to reviews is just as important as collecting them. Your responses demonstrate your professionalism and commitment to customer service.
Response Strategy:
- You should consider response timing carefully
- Consumers have specific expectations about review response timeframes
- The data indicates a preference for timely engagement with reviews
AI vs. Human Response Considerations:
- Consumers show a strong preference for human-feeling responses over AI-generated ones
- While AI can be used effectively, responses should maintain authenticity
- The key is balancing efficiency with personalization
Best Practices Based on Survey Data:
- Response Timing:
- Monitor reviews regularly
- Establish clear response timeframes
- Prioritize responses based on review urgency
- Response Quality:
- Focus on authentic, personalized engagement
- Address specific points raised in the review
- Maintain a professional but human tone
- Response Content:
- Include specific details about the customer's experience
- Provide clear solutions or next steps
- Keep responses focused and relevant
- Technology Integration:
- Use tools appropriately without losing the human touch
- Ensure any automation maintains authenticity
- Balance efficiency with personalization
6. Leveraging Reviews for Business Growth
- Consumers are using multiple platforms to research businesses
- Review consumption spans various channels, including traditional and alternative platforms
- Video content is increasingly important, with over three-quarters of US consumers watching video content when researching local businesses
Consumer Behavior Insights:
- Consumers consider multiple factors when evaluating reviews
- Rating importance remains consistent across recent years
- Review recency plays a role in consumer decision-making
Platform Diversity:
- Consumers use a mix of platforms for research
- Local news outlets serve as important sources for reviews (48% of US adults)
- Social media and community platforms show increasing importance
Video Content Strateg:
- Video content has become a crucial part of business research
- Consumers engage with video reviews and testimonials
- Businesses should consider incorporating video content into their review strategy
7. Best Practices for Review Management
For pest control companies, implementing systematic review management processes ensures consistent, high-quality customer feedback and engagement.
Review Management Fundamentals:
- Consumers are increasingly aware of review authenticity
- Review credibility is a key factor in consumer decision-making
- Platforms have specific guidelines and moderation practices
Multi-Platform Strategy):
- Consumers use multiple websites to research businesses
- Different platforms serve different purposes in the consumer journey
- Business presence across platforms requires consistent management
Content Quality Management:
- Focus on encouraging detailed, authentic reviews
- Avoid practices that might trigger suspicion
- Maintain consistent review generation practices
Technology and Tools:
The survey shows modern review management should include the following:
- Regular monitoring across platforms
- Timely response systems
- Compliance with platform guidelines
Staff Involvement:
- Train staff on proper review request timing
- Develop clear protocols for review generation
- Maintain consistency in review management practices
8. Common Pitfalls to Avoid
For pest control companies, understanding and avoiding common review management mistakes is crucial for maintaining a strong online reputation.
Review Request Mistakes:
- Asking before service completion
- Making the process too complicated
- Requesting when customers don't have enough experience
- Not providing a notable experience worth reviewing
Content Authenticity Issues:
The survey shows consumers are suspicious of the following:
- Reviews with similar/repetitive language
- Multiple reviews posted in a short timeframe
- Reviews lacking specific details
- Overly promotional content
Response Management Issues:
- Using generic automated responses
- Failing to maintain the human element in responses
- Not addressing specific customer feedback
- Using AI responses without proper customization
FAQ Section
Q: How often should pest control companies ask for reviews?
- Timing depends on service completion and customer experience
- Consider when customers are ready to provide meaningful feedback
- Different services have different optimal request windows
Q: What's the best way to handle reviews?
- Human, authentic responses are preferred
- Personalized engagement matters
- Avoid generic or purely AI-generated responses
Q: How can companies encourage detailed reviews?
- Create notable experiences worth reviewing
- Make the review process simple and accessible
- Provide clear instructions and easy access to review platforms
Q: How do consumers use review platforms?
- Consumers check multiple platforms for reviews
- Video content is increasingly important
- Local news outlets and alternative platforms play significant roles
Final Thoughts
The BrightLocal 2025 survey data makes one thing clear - review management has become more nuanced and multi-faceted than ever before. From video content adoption to evolving consumer verification behaviors, pest control companies must stay ahead of these trends to maintain a competitive edge.
Need help developing or implementing a review management strategy for your pest control company? I specialize in helping pest control businesses navigate the complexities of online reputation management. Contact me to discuss how we can strengthen your company's online presence through strategic review management.
