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.
I’d suggest reviews of any kind are irrelevant – 3rd party subjective opinion from someone who may, or may not, share our values and beliefs.
That any agency needs to have these endorsements, perhaps, suggest they have run out of interesting things to talk about. Or, that they lack self-worth?
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I’ve had to deal with 3 fake reviews last month. Targeted one star reviews on Google. Not a client or any association to our business. Further investigation found that these people are leaving fake and positive reviews on the same company sites. Reviewers should be required to leave an account reference or customer number. Unfortunately its a free for all and anyone can leave fake reviews.
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Where were these reviews posted? If on Google, there is a formal appeals process. You are right to say’anyone can leave fake reviews’, but our reaction to that is to a) appeal the fakes and b) drown them with genuine customer reviews.
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I get where you are coming from, especially if you operate in a close community environment, but statistics increasingly show that agents that score 4.9 from 100+ reviews get a steady flow of enquiries through Google search. Given that it’s easy (and free) to get reviews to Google, our view is that it’s better to look great there than to ignore it.
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My PIE article on the subject from June last year
https://propertyindustryeye.com/why-fake-reviews-are-bad-for-business/
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I was recently targeted by another fake one star review. No connection to my business at all, and when investigated the reviewer had spammed multiple branches with malicious photos and text. Luckily it was removed after I complained, but not all of them are. These review sites are turning into weaponised anti-business aggrievances. One quick look at a famous review site, and it’s clear that it’s just a tenant venting platform from people who appear to have no self responsibility at all.
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The key – because online reviews are here to stay – is to a) focus on Google and b) use a moderated system to ensure high review quality. Avoid the likes of Trustpilot like the proverbial plague. A well-thought-out review management strategy pays massive dividends.
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I spotted some interesting stats from a recent blog on the ESTAS website about fake reviews and the importance of verified reviews: Clients have become more sceptical. With paid ads, flashy branding, and cherry-picked testimonials everywhere, most people have trained themselves to look beyond the surface. According to BrightLocal’s 2025 Local Consumer Review Survey, 42% of consumers believe they see fake reviews online regularly, and 34% say they don’t trust reviews that lack verification. That means nearly half of your potential clients may doubt what they’re reading before they even contact you.
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Cherry-picking amongst estate agents is endemic. It is astonishing how many estate agents say ‘We didn’t know’ when told it is illegal. And the CMA is on to it – they’ve developed a purpose-designed AI scraper to identify it . Fines and publicity for a handful, soon we expect!
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“…including a minority of estate agencies, who cheat the system when it comes to reviews.” This must be the understatement of the decade. In our experience, nearly every estate agent is cherry-picking customers who are most likely to write a 5* review. The pattern is so easy to spot. And it’s illegal. And the CMA is on the case.
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