A study based on 10 years of reviews indicates up to 47% of home service contractors in some work categories may be using fake online reviews to attract homeowners. The startling revelation comes at a time when home improvement disputes and problems continue to dominate the consumer complaints received in Canada.
The findings were released by TrustedPros Inc. after analyzing the customer review data collected by TrustedPros.ca since 2004. The home improvement and contractor review website employs a validation team that closely screens each review after it is submitted, making sure that it’s not posted by the contractor themselves, their family, friends, or employees. Any review that fails to clear the screening procedures is flagged as “suspicious” and disapproved for publishing.
The current study segregates contractors planting fake reviews by industry, city and province. For each city, province, and service category, the total number of contractors suspected of posting fictitious reviews was divided by total number of reviewed companies in that area/category. The results disclose some interesting facts.
Moving companies top the list of fake reviews with 47.83% of reviews flagged as suspicious and removed from the TrustedPros website. Locksmiths, pest control, window cleaning, home theater, and duct cleaning businesses were close contenders, with 40% or more of their reviews believed to be bogus.