I’ve always thought the Better Business Bureau (BBB) had a great opportunity in local that it wasn’t capitalizing on. A recent survey by BuildZoom would seem to confirm that.
In a a survey of 546 homeowners “who had hired at least one home improvement contractor in the past year” the firm found that the BBB was the most commonly used source to find contractors and the most trusted, after word of mouth.
I’m tempted to say “WTF” here. I question the findings that the BBB site is more commonly used than Google or IYP sites. I never have used the BBB site to find a contractor nor has anyone I know. It’s clunky and very awkward. However people apparently value the BBB “brand” (apparently) and ratings and are using the site.
These survey results at a minimum illustrate that if the BBB puts a little more effort into building a more user-friendly site experience it could become a meaningful player in local search.
May 25th, 2012 at 4:32 pm
I recently investigated a home security company who claims an A+ grade with the BBB. http://www.bbb.org/dallas/new-business-reviews/security-control-equipment-and-system-monitors/devcon-security-in-irving-tx-90343032
Note that this is the headquarters, not the local affiliates. None of the locals have a grade — interesting… There are two features on the BBB page of interest; “Find a location”, and “Request a Quote”. The latter is likely a paid feature related to their “accredited” status http://www.bbb.org/dallas/business-reviews/security-control-equipment-and-system-monitors/devcon-security-in-irving-tx-90343032/get-a-quote
When you search reviews on other sites you get a very different picture, all either 1 star or 5 stars and nothing in between. 1 stars are more authentic (and perhaps spam from competitors). 5 stars are clearly from their marketing department. This discrepancy between BBB and other review sites undermines my trust in the BBB.
What is clear in the survey you discuss is that people don’t trust contractors and need a source for reliable information. Personally, my Angie’s List subscription pays for itself year after year.
May 25th, 2012 at 5:09 pm
[...] how does a person find a home improvement contractor? From Greg Sterling today, a recent survey found that asking a friend is the top approach. This jibes with our [...]
May 25th, 2012 at 8:13 pm
Any guesses on who commissioned the survey?
MY local BBB site lists just one plumber for Newport Beach, so I guess he’s cleaning up right now.
May 25th, 2012 at 10:29 pm
I don’t. Everything else looks reasonable except the BBB ranking
May 25th, 2012 at 11:57 pm
So Jason, have to ask, are you from the marketing department from Angie’s List?
May 26th, 2012 at 6:15 am
As a local service business, I refuse to join BBB out of principle - it’s a marketing system designed to pressure businesses to pay to become accredited members.
Many non-members will have an F grade with no complaints filed. As soon as you join, you get bumped up to an A+.
I don’t understand how they can maintain any credibility with consumers. They are not some unbiased third-party neutral accreditation/arbitration agency. They have no real legal powers with the business they rate since they’re just a private entity. They’re out there to make money from the very businesses they are supposed to be appraising. If that’s not bias, I don’t know what is.