Why Facebook Referrals Aren’t Enough When Choosing Local Services
Facebook groups can be a helpful starting point, but relying on them alone to choose a contractor, stylist, doctor, or other local service provider can lead to poor experiences and biased referrals. This guide explains why and gives you a smarter way to research, ask, and choose with confidence.Estimated Read Time: 6 minutes
1. Facebook Groups Can Be Helpful — But They’re Not the Whole Picture
Neighborhood Facebook groups are full of advice, especially when someone posts:
- “Who do you recommend for hair color?”
- “Need a good handyman — suggestions?”
- “Looking for a pediatrician or family doctor nearby.”
But here’s the problem:
- Comments ≠ vetting. Most recommendations come without context, no proof of licenses or insurance, and very little detail about the actual experience.
- People tag their friends. Many responses are just people tagging a neighbor, friend, or fellow networking member — not always based on true quality of service.
- Referral groups influence visibility. Many Facebook recommendations are driven by members of BNI, RGA, or similar groups, where referrals are part of a routine. That doesn’t mean the provider isn’t qualified — but it does mean the recommendation may be more about networking than excellence.
- Reputation can be inflated. If someone recently got a discount or freebie, they’re likely to recommend that provider — even if the work was just okay.
2. Your Ads Are Listening — But That Doesn’t Mean the Business Is Trustworthy
After you post a question in a Facebook group, you’ll probably start seeing ads for that exact service. That’s not magic — it’s targeted marketing. Facebook uses your activity, browsing history, and even audio triggers through apps to decide what to show you.
Some great businesses do advertise. But many don’t — and some that advertise heavily are new, underqualified, or just really good at getting clicks.
3. No Online Presence? That’s a Red Flag
A quality business should have at least a basic presence online — like a Google Business Profile, Facebook page, or website. If someone you’re considering doesn’t have any recent photos, contact info, or reviews anywhere, that’s not a sign of success. It’s a lack of accountability.
Even small, local, family-owned businesses should maintain some online visibility so customers can read reviews, verify licensing, and view recent work or services.
4. How to Do Real Due Diligence
If you’re serious about hiring the right provider — for anything from dental work to dog grooming — here’s what you should do:
- Google them. Check for a business website, photos, hours, and reviews.
- Look at reviews across multiple platforms: Google, Nextdoor, Yelp, BBB.
- Look for licensing or certifications when relevant (contractors, healthcare, legal).
- Pay attention to how the business communicates. Do they respond quickly, answer questions thoroughly, and provide written estimates or service outlines?
5. How to Ask Smarter Questions in Facebook Groups
If you want to use Facebook groups to start your search, improve the way you ask. Skip the generic “Who do you recommend?” and try one of these:
Example 1:
“Looking for a licensed, insured plumber in New Port Richey who shows up on time and provides written estimates. Who have you used personally in the last 6 months, and would you hire them again?”
Example 2:
“Need a reliable hairstylist who specializes in color correction. Not looking for friend referrals — just honest feedback from people who’ve had it done recently.”
These types of posts reduce the number of random tags and encourage more honest, useful responses.
