From Word of Mouth to Word of Thumb: How Referrals Really Work Now
Remember when “word of mouth” meant a neighbor leaning over the fence to say, “Call this guy, he fixed our chimney last spring”?
That’s still gold. But these days, that same conversation happens in a Facebook group, a text thread, or a post on Nextdoor titled “Who fixes chimney leaks around here?”
Reputation travels faster now. It also disappears just as quickly.
1. Digital word of mouth is the new main street
People don’t search for chimney sweeps as much as they ask for them. And when they do, they don’t always start on Google. They scroll through what friends and neighbors have already said.
If your name doesn’t pop up in those digital conversations, you’re invisible no matter how good your work is.
2. Make it ridiculously easy for happy customers to share
Don’t assume customers will take the initiative. After you finish a job, text them a simple link to your Google Business page along with a thank you.
“Thanks again for trusting us with your chimney! If you wouldn’t mind sharing your experience, here’s the link. It really helps small businesses like ours.”
Bonus points if you include a photo from the job. A personal touch like that often gets people talking.
3. Reward sharing, not just buying
A small, genuine thank-you for referrals goes a long way. Try something like:
“Refer a friend and we’ll send you both a $25 gift card or donate it to your favorite local charity.”
People like helping people, not companies. Keep it simple and human.
4. Be where your customers talk
Join or at least keep an eye on local Facebook groups, Nextdoor, or even Reddit threads about home repair. You don’t need to advertise. Just be helpful. Position yourself as the community's go-to expert on chimneys and fireplaces.
Answer questions about smoke stains, leaks, or cracked crowns. When people see your name pop up with useful info instead of a sales pitch, you’ll be the one they message first.
5. Be the name they remember
The goal is simple. When someone posts “Who do you recommend?”, three people should answer with your name.
That doesn’t happen by luck. It happens because you show up consistently, treat people well, and stay part of the local conversation.
It also helps to ask new customers where they heard of you. Record and track it. "Referrals," should start to be a dominant answer to your question.
So, what’s the next move?
The next generation of “word of mouth” isn’t about shouting louder. It’s about being easy to recommend. The small businesses winning right now are the ones building little pockets of trust all over the community and internet.
You don’t need a big marketing budget for that. You just need to make it effortless for people to talk about you and give them something worth talking about.
If you’re using top-notch products, taking pride in your work, and showing your results, you already have the story. You just need to let your customers tell it for you.
Start small. Pick one thing this week that makes it easier for happy customers to spread the word: a review link, a thank you text, a follow-up photo.