Angie's List Rewards Referrals & Buys Goodwill at the Same Time

Previously I've blogged about how Angie's List and other websites are empowering people to review service providers like contractors, plumbers, electricians, etc. Over the last year, I've used Angie's List at least five times to find new service providers, and I've always been pleased with the results. And, as you might well imagine for a guy who blogs about word of mouth marketing, I can't help but talk about service that I think is great.

I've gotten used to receiving a one-pound bag of M&M's from Angie's List's Big Mouth Distribution Center every time I've been a "big mouth" and told others about the service. But, last week, I received something new. In addition to the bag of M&Ms, I got a blank check for seven dollars. With it came a note saying:

"Dear Patrick,

We heard that you've been talking about us behind our back! (Name stated in letter) heard about Angie's List through you. Thanks a bunch!

As a reward for being a "big mouth," here's a bag of M&Ms. To further express our gratitude, we've also sent you the customary $7.00. Recently some members asked that we send the $7.00 to a charity. We thought that was an awfully nice idea, so we've made it easy for you to do that! Enclosed you will find a blank check for $7.00 which you are free to write to whomever or whatever you want. This could be you, or the charity of your choice, or you, or, or your mother, or you, or your first grade teacher, or you, or your personal trainer, or you. We don't care who cashes it, just as long as it represents your wishes.

If you would like to send your $7.00 to a charity, but don't have one in mind, feel free to contact the office for a list of suggestions. Just give us a ring or email us through AngiesList.com

Thanks again and, please, don't stop talking about us behind our backs.

Your truly,
Angie"

What a smart approach! Unlike many companies, Angie's List has never taken referrals for granted, and it has grown rapidly through them.  The $7.00 blank check adds an interesting new wrinkle. For most Americans, $7.00 is not significant since it only buys a couple of lattes at Starbucks (now you know one of my vices). Yet, by sending a small blank check and encouraging charitable giving, Angie's List casts itself in a positive light that is worth far more than $7.00.   

Comments

[Aman Bhatia]

Angie’s List reports are all checked by live human beings for accuracy and most importantly, to ensure the report is valid. AngiesList members have the opportunity to rate a company on the following factors: price, quality, responsiveness, punctuality, and professionalism. The rating system is just like a grade school report card. Letter grades A-F are given for each of these categories. There’s also space on the Angie’s List report card for members to give, in their own words, a detailed description of the work performed and their overall impressions. Once the report is given a stamp of approval it’s entered in the database for members to see.

[Amit Aggarwal]

Angie’s List takes the ask-your-neighbor approach to the next level. Instead of the handful of neighbors you may seek advice from; AngiesList connects you with thousands of neighbors who’ve submitted reports on hundreds of companies ranging from plumbers to bicycle repair shops.