Concerns about fake and manipulated online reviews in estate agencies have resurfaced following an ITV investigation broadcast last week that examined the scale of suspicious and incentivised feedback across multiple industries.
The programme highlighted how easily reviews can be generated or purchased, raising fresh questions about consumer trust in sectors where reputation plays a crucial role in decision-making.
Jerry Lyons, founder of Ethical Agent Network, told Property Industry Eye the issue cannot be ignored.
“The ITV programme on fake online reviews was uncomfortable viewing, but necessary as it shone a light on businesses, including a minority of estate agencies, who cheat the system when it comes to reviews,” he said.
To the public, reviews matter. They influence who sells your home, who manages your rental and who manages potentially life-changing transactions.
The problem isn’t reviews. The problem is unverified, manipulated, or incentivised reviews, according to Lyons.
He advises that consumers should look for patterns, detail, and consistency, not just star ratings. Are the reviews detailed or generic? Do they reference real situations? Did they name specific members of staff? Does the business respond professionally to criticism?
That tells you far more than a row of five stars.
Lyons continued: “We believe reputation should be earned through service, not shortcuts.
“At the Ethical Agent Network, credibility isn’t self-declared. Members undergo a vetting process and must meet consistent standards.
“Yes, reviews form part of the picture, but they’re not the only measure of trust. We also look at an agency’s community involvement, adherence to the EAN’s code of conduct (The Promises), and the applicant’s successful completion of an interview stage, during which they are encouraged to share their agency’s best practices, terms and conditions, complaint handling process and absolute transparency about the fees they charge”.
EAN partner and independent agency owner, Nick Chesire, of Nest in Essex, also told EYE: “Real credibility isn’t bought online from services offering fake reviews. It’s painstakingly built over years of caring, genuine service and hard work. Buying reviews is a practice that damages the entire estate agency industry as it undermines the public’s perceptions of us.”
As enforcement of practices against fake reviews tightens, many in the industry believe transparency and verifiable standards will become increasingly important differentiators.