Reviews Management System
Design and development of a comprehensive automated review management system.
Company
WIN Home Inspection
Year
March 2020 - July 2020
Role
Solo Developer & Product Owner
The Challenge
Despite performing millions of inspections over 30 years and maintaining an outstanding reputation, WIN had only accumulated 1,000 total reviews across Google and Facebook. This represented a critical gap in our digital presence, as 87% of consumers read online reviews before selecting local service providers. The company had contracted with a third-party review solicitation vendor at $10 per location per month ($24,000 annually), but this system was failing due to manual data transfer processes and limited customization capabilities.
The Solution
Working independently, I designed and implemented a comprehensive automated review management system that eliminated manual processes, increased review volume to industry-leading levels, reduced operational costs, ensured compliance with Google's review solicitation policies, and created a scalable solution for 200+ locations.
Situation
In March 2020, I was working at WIN, a B2C home inspection company with 200+ franchisee locations across 40+ states. Despite performing millions of inspections over 30 years and maintaining an outstanding reputation, I discovered that our entire network had only accumulated 1,000 total reviews across Google and Facebook. This represented a critical gap in our digital presence, as 87% of consumers read online reviews before selecting local service providers. The company had recently contracted with a third-party review solicitation vendor at $10 per location per month ($24,000 annually), but I identified that this system was failing due to manual data transfer processes plus limited customization capabilities within the vendor tool.
Task
My responsibility was to solve the review generation problem that was impacting our franchisees' ability to rapidly grow in an increasingly digital marketplace. I needed to: Eliminate the manual data transfer bottleneck that was causing weeks of delays in contacting customers, increase review volume to industry-leading levels, reduce operational costs while improving functionality, ensure compliance with Google's review solicitation policies, and create a scalable solution for 200+ locations.
Actions
Research & Compliance
I conducted extensive research on Google's review policies and best practices, documenting optimal timing (within 24-48 hours of service) and messaging frequency for maximum response rates.
Data Infrastructure
I compiled and verified a complete dataset of all 200+ franchisee locations, including Google My Business and Facebook page URLs. During this process, I identified and helped claim/update over 100 unclaimed or outdated business listings.
Technical Development
I built a Python ETL pipeline that connected to our multi-tenant CRM (ISN) via API to extract client and agent data, filtered out opt-outs and mapped fields to HubSpot schema, automatically matched customers to their local franchisee's review pages, and performed bulk upserts via HubSpot APIs 3x daily (8:30am, 1:30pm, 6:30pm) across time zones.
Custom URL Tracking
I developed a URL shortening service on r.wini.com subdomain that tracked SMS click-through rates while customizing redirect links for each franchisee's specific Google page.
Messaging & Workflows
I created compelling email and SMS templates with strong calls-to-action, then built multi-stage HubSpot workflows with automatic opt-outs and strategic follow-up timing.
Deployment
I deployed the Python script on AWS Lambda with cron scheduling and onboarded all 200+ franchisees to the new system.
Process & Deliverables
Professional email template with WIN branding asking customers to leave reviews on Google, Facebook, or Yelp
Python ETL pipeline architecture connecting CRM to HubSpot with automated workflows
Custom URL shortening service on r.wini.com subdomain tracking SMS click-through rates
Multi-stage HubSpot workflow with automatic opt-outs and strategic follow-up timing
Dashboard showing the dramatic growth in reviews across franchisee locations
Interface for managing franchisee-specific review settings and tracking performance
Testimonials
"Our Google reviews went from 50 to over 500 in just six months. The automated system makes it so easy to stay on top of review requests."
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WIN Franchisee
"The review management system has been crucial for our local SEO. We're now ranking #1 for home inspection in our market."
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Franchise Owner
Results
The solution delivered exceptional results: Review Volume - Achieved a 100x increase in review generation, accumulating 500,000+ five-star reviews. Engagement Rates - Maintained ~30% open rates across the first two messages in our four-stage process. Cost Savings - Eliminated $24,000+ in annual vendor fees while delivering superior functionality. Franchisee Satisfaction - Created significant enthusiasm among franchisees who saw immediate improvements in their local search visibility and lead generation.
Technical Stack
Python, AWS Lambda, Google Sheets, HubSpot, Sakari (SMS), ISN (CRM)
Timeline
March 2020 - July 2020 (4 months)