An ITV investigation into fake online reviews has prompted renewed scrutiny of the estate agency sector, with industry figures warning that manipulated feedback could undermine consumer confidence.
The programme, broadcast last week, examined suspicious and incentivised reviews across multiple industries, demonstrating how reviews can be purchased or artificially generated. The investigation has raised questions about trust in sectors where reputation influences consumer decisions.
Industry response
Jerry Lyons, founder of Ethical Agent Network, told Property Industry Eye that the issue affects a minority of estate agencies. “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.
Lyons stated that the issue concerns unverified, manipulated, or incentivised reviews rather than review systems themselves. He advised consumers to examine review patterns, detail, and consistency rather than focusing solely on star ratings.
According to Lyons, consumers should assess whether reviews reference specific staff members and real situations, and whether businesses respond professionally to criticism.
The Ethical Agent Network requires members to undergo vetting and meet standards including community involvement, adherence to a code of conduct, and completion of an interview process. Reviews form part of the assessment but are not the sole measure of trust, Lyons said.
Market impact
Nick Chesire, partner at EAN and owner of Nest in Essex, commented: “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.”
Industry observers suggest that enforcement against fake reviews may increase, with transparency and verifiable standards becoming more significant factors in distinguishing agencies. The investigation comes as online reviews continue to influence consumer choices in property transactions, including home sales and rental management.
