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The obsession with five stars has reached new heights.
Scroll through any laundry forum or Facebook group, and you’ll find owners/operators concerned about a bad review threatening their Google rating.
They pull out all the stops to raise their rating:
- Employees bonuses for each review
- QR codes posted everywhere
- Buying reviews
- Offering incentives, like a free wash or gift card, in exchange for a review, etc.
They aren’t just crossing ethical lines. They’re risking getting banned for violating Google’s Terms of Service.
The truth is, the tactics work in terms of numbers. Some laundromats have an impressive 800+ reviews. The supposed benefits are better local SEO, higher rankings, increased credibility, stronger customer trust, and of course, more sales.
But what about the risk of perceived inauthenticity?
Think about the last time you saw a business with hundreds of five-star reviews. Your initial thought was probably “Wow, they must be amazing!” But it was probably followed by a skeptical voice in the back of your mind whispering, “Can any business be that perfect? Are all these reviews even real?”
That’s exactly what your potential clients think when they see a business with nothing but perfect ratings.
Thinking about, the thinking of laundry:
When everything is the same, what will be different?
I’m not suggesting you stop collecting reviews. It would be just as strange to have zero reviews. But instead of focusing on perfect ratings, focus on gathering genuine feedback—even if it means a few four-star reviews. People know perfection doesn’t exist, and they aren’t looking for it. They’re looking for authenticity and for businesses to meet or exceed their expectations. A few minor critiques, handled with professional responses, can actually boost your credibility.
As more laundry businesses pile up perfect scores, those five stars start losing their shine. They become the norm rather than a differentiator, and they lose the impact on the potential clients’ decision-making. Review fatigue is setting in, and soon you’ll need more than perfect ratings to stand out online. It’s time to start thinking beyond the stars.
That's all I got for you today.
Waleed
🏴☠️ ✌️
P.S. Join me on LinkedIn or X (Twitter)
Echoing the wisdom of Rupert Murdoch.
The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.
Thanks for reading this edition of Wash Weekly. I hope you enjoyed the topic this week. If you didn't, I'll try harder next week. 😉
