On December 22, 2025, the FTC sent warning letters to ten companies about possible violations of its new rule on consumer reviews. The examples it pointed to include paying employees for five star reviews from their friends and family, and asking for reviews from people who never used the company. The penalty can reach $53,088 per violation (Inside Privacy).
Shortcuts were never a good idea, and now they're an expensive one. In 2025 alone, Google removed or blocked over 292 million reviews that broke its rules (Google).
The good news: the honest way works, and it isn't complicated. Moving customers are grateful when a crew takes care of their things. Many of them will leave a review if you ask at the right moment, in the right way. Here's the system, a calculator that shows exactly how many reviews you need to reach your next rating, and messages you can copy today.
Why Reviews Matter Twice For Movers
They decide who gets the call. A customer is about to hand strangers everything they own. In BrightLocal's 2026 survey, 71% of consumers read local business reviews on Google (BrightLocal).
They decide who shows up. Google says "more reviews and positive ratings can help your business's local ranking" (Google). More on how that works in local SEO for movers.
The Rules, In Plain Words
Google's policy for businesses says you may not (Google):
- Offer incentives such as "payment, discounts, free goods and/or services" for reviews.
- "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers." That means no asking only the happy ones. Ask everyone.
- Get reviews from your own team. Current or former employment counts as a conflict of interest.
- Set your staff a quota of reviews to collect.
The FTC's rule adds fake reviews, suppressing negative reviews and incentives tied to a certain rating to the list (FTC). Simple version: ask every real customer, offer nothing in return, and never touch what they write.
The Review System
Get your review link and QR code
Google lets customers review you by visiting a Google link or scanning a QR code, both from your Business Profile (Google). Save the link in your phone and put the QR code on a card the crew can hand out.
Ask the same day
The best moment is when the last box is in and the customer is relieved. A text that evening with your link gets more reviews than an email a week later.
Ask everyone, every time
Every completed job gets the same message. It's the rule, and it's also how you get steady reviews instead of a few bursts.
Name the crew
"Antoine and Mike moved you today" makes it personal, and the review often names them back. Future customers love reading names.
Follow up once
One friendly reminder two or three days later. Then stop.
Reply to every review
Google's advice: keep replies brief, use the reviewer's name, don't paste the same thank you everywhere, don't advertise, and never share private details. For a complex problem, invite them to sort it out by phone or email.
Rating Calculator
Google shows your rating with one decimal. This calculator assumes normal rounding. Put in your numbers to see how many new five star reviews it takes to reach the next step, and how much one bad review would cost you.
The last line is why steady reviews matter so much. With few reviews, one unhappy customer swings your rating. With a hundred, it barely moves.
Messages And Replies To Copy
Change the words in brackets. The replies follow Google's own advice for responding.
Hi [Name], it's [Your name] from [Company]. Thank you for moving with us today! [Crew names] said it was a pleasure. If you have a minute, a Google review helps a small company like ours more than you'd think: [review link]
Hi [Name], hope you're settling in! If you haven't had a chance yet, we'd love to hear how the move went: [review link]. Either way, thank you for choosing [Company].
Thank you, [Name]! Moving a third floor walk up in July is no joke, and [Crew names] were glad to hear everything arrived safe. Enjoy the new place.
[Name], thank you for telling us, and I'm sorry the [issue] wasn't what you expected. That's not how we want any move to go. I'd like to make it right. Please call me directly at [phone] so we can sort it out. [Your name], owner
Reviews work best when they're part of a full follow up system. Our CRM guide has the messages before the move, and our SEO beginner guide shows how reviews fit into your Google profile.
FAQ
How do I get more Google reviews for my moving company?
Ask every customer, the same day, with a direct link to your review form. Name the crew in the message, send one friendly reminder a few days later, and reply to every review. Steady asking beats occasional pushes.
Can I offer a discount for a Google review?
No. Google's policy does not allow businesses to offer payment, discounts, free goods or services in exchange for reviews. The FTC's rule also bans incentives tied to a particular rating.
Can I only ask happy customers for reviews?
No. Google's policy says businesses may not selectively solicit positive reviews or discourage negative ones. Ask every customer the same way.
Can my employees leave reviews for my moving company?
No. Google treats current or former employment as a conflict of interest, and the FTC rule covers undisclosed insider reviews. Ask your customers instead.
How do I respond to a bad review?
Reply calmly and briefly, use the reviewer's name, acknowledge what went wrong, apologize where it is fair, and invite them to call or email so you can fix it. Never share private details or argue in public.
How many reviews do I need to raise my rating?
It depends on your current rating and how many reviews you have. Use the rating calculator in this guide: enter your rating, review count and the rating you want, and it shows how many new five star reviews it takes.
Goran is co-founder of Move Accelerator, a marketing agency that works only with moving and junk removal companies. Before marketing, he spent 10 years in customer service, which taught him that how you answer a complaint says more about you than any five star review. He writes about what's working for movers right now, including the parts most agencies keep quiet.
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