Few people may find this shocking, but did you know that many reviews and ratings online are entirely fake? It’s true. No matter where you like to shop online, you will encounter manipulated ratings and reviews. Even the largest and most well-known online businesses have few solutions in the battle against fake or manipulated reviews. How is this possible? How do counterfeit ratings or reviews work? Let’s explore some ways you may be getting duped online; otherwise, beware fake reviews!

FAKE PEOPLE!

It starts with fake people with legitimate accounts. If you are into social media with many followers, you probably have some fake people as “friends” and don’t even realize it. Enterprising folks began the practice years ago to create and nurture online identities. These counterfeit people have been established on virtually every online system a legit identity might visit online. Sites include online communities, social media, professional communities, and, yes, eCommerce sites such as Amazon and eBay.

COUNTERFEIT PEOPLE PROBLEM IS HARD TO SOLVE

Today, virtually every social media entity is battling the scourge of counterfeit people. Their creators or owners of the fake people have carefully nurtured their fake people for years. They post randomly or regularly on a whim, mimicking typical human behavior patterns. They have photos (created by AI, artists, or photos stolen from an actual person). This “army” of fake people can sway public opinion, perhaps even elections when their owners focus them on a task. Any business owner can call up a “black hat” owner of counterfeit people on Facebook and purchase one-thousand followers and likes. It’s nothing to get the counterfeit corp to post 5-star reviews online.

REAL PEOPLE, PAID POSITIVE REVIEWS

In this scenario, real people exist and are recruited and compensated in exchange for their writing positive reviews of merchandise they can keep after posting. This scenario is a technique used for many new, previously unknown products. It’s no wonder these products get off to an explosive start! The real people, paid reviews tactic challenging to stop or discourage. Uncovering and fixing a manipulated review system is problematic. Again, if you’re selling products or services and want 5-star ratings with positive testimonials, you can hire one of these infamous “marketing” companies to quote you a price. If you’re a consumer looking to buy online, scrutinize and be wary of online reviews.

“VERIFIED PURCHASER” 

Many think that the “verified purchaser” next to the name of an online reviewer and their product rating means the review is legit. Well, at one time, it was. But as we’ve previously discussed, a verified purchaser is meaningless to the objective authenticity of any review online.

EVEN GOOGLE, WALMART, and AMAZON?

Well, think about it. All you need is an email address to register. You can register hundreds or even thousands of emails. Each of those emails can register and write reviews as long as they don’t break the rules. So, who is to know they all belong to one person? 

PHONY OR CHERRY-PICKED REVIEWS

This category of fake or cherry-picked reviews can look legit to the unsuspecting website visitor or customer prospect. These are the easiest to create too. How? Well, you make it all up and post it. When legit customers post less than positive reviews, you either A) delete it entirely (cherry picking), or B) you show only the good parts if there are any good parts. Of course, you don’t need legit customers to post testimonials if you’re creative. You can make up names and say whatever you want about your company, products, or services, then give yourself a 5-star rating to cap it off. For homeowners looking for a contractor, ask for recent local references and follow up with a few if you can.

SO WHAT SHOULD YOU DO ABOUT FAKE REVIEWS?

• Be suspicious always. Look carefully at the dates posted to be sure the ratings and reviews are fresh.

• Look for anything that seems fishy. For example, nobody is perfect. Most people realize that you’re unlikely to please everyone in every conceivable way 100 percent of the time. Be suspicious of zero critical comments. You may be in the presence of perfection, but more likely, someone withheld critical or negative reviews.

• Another tip is to pay attention to the names of the “customers” writing the reviews. Recently, one of our customers alerted us to several glowing reviews for a local competitor. She discovered that employee family members wrote many of the recent reviews. Family member reviews are okay with us, but it seems like a conflict of interest if not disclosed.

• When buying shippable items online, be sure to have a return policy available and deal only with well-known companies with a good history of selling online. You can visit in person and check out the item before you buy.

Higher Cost = More Diligence Urged

Big ticket purchases, such as siding, windows, or roofing replacement on your home, require more effort to be sure you’re buying from a reputable company. In this case, you should:

•  Be sure to verify a few of the customer references provided to you in your area—In-person or by phone. Plan a drive-by to see the work done for yourself.
• Check with the manufacturer of the materials proposed for use by your contractor. Verify credentials and certifications on the manufacturer’s website. For example, Andersen Windows Doors, James Hardie, and GAF all have contractor listings online by zip code.
• Most siding, window, and roofing material manufacturers, such as James Hardie Siding, Andersen Windows, and GAF Roofing, have customer survey results of their contractors posted online. These are verified by independent third parties, such as Guild Quality, to be authentic. These surveys are typically required to maintain a high level of status and recognition, so they are essential to the manufacturer and the contractor.

WHAT ABOUT THE BETTER BUSINESS BUREAU (BBB)?

The BBB has its place to help you to evaluate a company’s standing, but you should avoid going by the grade rating alone. Look at the history. Check for any actual complaints and the resolution status. Most people don’t call the BBB to report praise; just the opposite. People often call the local BBB when dissatisfied with a company’s products or services. The BBB will remove a complaint at its discretion through a well-documented process. Removing a bad review is possible with most free or for-profit review (lead generation) services. After all, the service providers are the primary source of revenue, with few exceptions (conflict of interest?).

REAL HOMEOWNER REVIEWS

By all means, do look for homeowner reviews from reputable sources. You are wise to limit the influence of homeowner reviews in your evaluation of replacement contractors. Homeowners sharing their experience and overall management of the project is a helpful insight. 

However, most homeowners do not know if the work done to their home was a proper quality installation, only that their home appeared good. Outward appearances can be deceiving to the untrained eye! You should seek pros certified by the material manufacturers to improve the chances of a proper installation. Hiring manufacturer-certified professionals reduces the chances of your getting burned by an unscrupulous home improvement contractor.

DECADES-OLD REPUTATION IS USUALLY AUTHENTIC

If you are lucky enough to have options to buy from a company that has been in business for decades, then authenticity is usually not in question. Furthermore, you are likely to get quality value for your money. A flawed company only lasts for a short time, as a rule. And while there are few guarantees in life, Home Exterior Systems, HES, is a proven siding, windows, and roof replacement contractor that guarantees their work. If you’re in Houston and need a contractor, you should put HES on your shortlist.

— The Home Exterior Systems Team