Let’s be honest: our referral partners are the heartbeat of our business. Loan officers, realtors, CPAs — they send us leads because they trust us to take care of their clients. So when we deliver on that trust, why not return the favor in a meaningful way?
A great review on Google isn’t just a gold star; it’s a long-term relationship builder. But manually nudging clients to leave a glowing review for your referral source? That’s a process begging for automation. Here’s how to set it up without stepping on landmines — and with a few caution flags worth considering.
What Others Are Saying (and Doing)
First, let’s shine a light on what some peers have already put into play:
“I set this up using Lead Source in AgencyZoom. I added an email in the onboarding automation that triggered if that LO was listed as the lead source.”
— Dave Marzili, Patra
Brilliant. Dave even personalized the message:
“If it wasn’t for this awesome LO, we would have never met… please consider leaving them a Google Review.”
That’s powerful. It keeps the tone grateful, sincere, and ties the experience back to the referral partner.
“Depending on your CRM, you can use the lead source to send specific emails after binding. Make sure those emails have the appropriate links. No need for Zapier at all.”
— Patrick McBride, The McBride Agency & TechMarketer
Straightforward and no-code — we like that.
But then there’s this valuable caution from Michael Cruz, Foresight Insurance LLC:
“Not every transaction goes smoothly. An automatic review request for a referral source could unintentionally result in a negative review for them.”
💡 Pro tip: Add a quick internal review step. Just confirm that the client was happy before you trigger a review request for your partner. It’s a small safeguard that protects relationships and preserves trust.
Tech Tools That Make It Happen
So how do you do this technically?
AgencyZoom 🏆
Perfect for insurance workflows. You can automate review requests post-policy sale and customize messages based on the referral source. Add a Google Business review link specific to the LO or realtor, and you’re off to the races.
InsuredMine
CRM meets automation. Use workflows to trigger review requests when a policy closes. You can tie it to milestones like “Deal Closed” and add logic to ensure only satisfied clients receive the referral review promptare there any insurance….
Arrivala
Tailored for insurance agencies. Not only does it automate review requests, but it also includes smart links, handout generators, and follow-ups for non-respondersare there any insurance….
Other Popular (but Not Insurance-Specific) Options
- Broadly – SMS/email review requests with sentiment analysisBest Tools for Automati…
- SocialPilot Reviews – CRM integrations and central dashboards at a lower price pointBest Tools for Automati…
- Birdeye – Comprehensive (but pricey) reputation managementBest Tools for Automati…
My Take as a Producer and Agency Owner
We’ve all had deals where the service was top-notch, but the client just didn’t have the bandwidth to show love on Google. And on the flip side, we’ve all had those hairy transactions where the outcome was fine, but the journey? Not so much.
That’s why automating review requests should be paired with discretion. At RiskAdvisor, we’d advise building a buffer — maybe a 1-click approval system inside your CRM or Zapier’s Approval Step before that automation fires. No automation should harm the goodwill you’ve built.
Final Thoughts — Serve First, Automate Second
This isn’t just about reputation management. It’s about creating reciprocal value. When your client sings your praises AND the praises of the person who brought them to you, everybody wins.
So yes, automate it — but automate it with heart. Start with:
- Your CRM lead source field.
- A conditional email trigger post-sale.
- A thoughtful message that honors the partner’s contribution.
- A pause-and-review checkpoint if anything feels off.
And if you’re running a modern insurance agency and want to streamline all of this — from intake to CRM to quoting to reviews — let’s talk. RiskAdvisor was built for producers by producers. We’d be honored to help.