The team @raterAgent finds over 1 in 6 attempted reviews are fake:

raterAgent’s latest analysis of its website submissions has found that 17% – just over 1 in 6 of all attempted reviews – are efforts by estate and letting agents, or someone that they know, to falsify their or their competitors’ reputation.

“It’s one of the reasons why we welcome the investigation by the Competition and Markets Authority (CMA) into review websites, announced last week,” say Mal McCallion, raterAgent Co-Founder and CEO. “We created raterAgent at the beginning of 2015 to be the place of safety for agents wanting to benefit from independent verification of their genuine customer reviews, untarnished by the rampant cheating that just isn’t caught elsewhere.”
The intentions of the lying agents are also laid bare in raterAgent’s analysis. 78% of the fake submissions are estate and letting agents – or their partners, friends, family or other representatives – 5-star reviewing themselves, whilst 14% are what raterAgent calls ‘1-star bombs’ hurled at a competitor.

“Faking reviews, whether to improve your own online standing or damage someone else’s, is not just a disreputable way to behave – it’s illegal in many instances and we’re volunteering to help the CMA and anyone else that wants to stamp out these practices,” adds McCallion. “We are meticulously building evidence against repeat offenders and there will come a time, I’m sure, when we will have to ‘name and shame’ which agents are continually flouting our rules regarding fake reviews. I’d urge those indulging in it to stop it – and, similarly, those quality agents looking for a review website where they know that everything possible is being done to remove their competitors’ false reviews, to use a trustworthy site such as raterAgent.”

raterAgent uses a ‘triple-lock’ check for fraudulent reviews. A unique algorithm processes every single review against 13 known cheating metrics, including (but not limited to) IP addresses, common fake phrase analysis and the agent’s cheating history, before giving each a grade out of 100 as to how likely it is to be fake. Then a Moderator Team goes through each meticulously, searching social media and electoral roll data – amongst many other factors that raterAgent keeps intentionally secret – for evidence of the reviewer’s existence and any relationship to the reviewee.

The third check is to write to the reviewer of any that are believed to be fake, asking them to prove that they have been involved with the agent. Failure in this results in the submission being marked as ‘fake’ and not allowed onto the site

“We’re building a uniquely trustworthy resource for agents to prove the quality of their service,” says McCallion. “Everyone knows that there are sites out there that facilitate and even positively encourage fake reviewing, mainly for commercial considerations. raterAgent champions trustworthiness because, in the end, that will bring genuine sellers and landlords to the site and enable the best quality agents to win new clients at a stronger fee.”

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

You May Also Enjoy

Breaking News

Housing Ombudsman’s report demonstrates necessity of vibrant and growing private rental sector

Following a recent report from the Housing Ombudsman titled ‘Spotlight Report: Repairing Trust’, which revealed that 2024/25 witnessed a 474 per cent surge in complaints about poor living conditions compared to 2019/20, Propertymark has stated that this demonstrates the necessity for a vibrant and growing private rental sector. Referencing the UK Government’s ambition to construct…
Read More
Breaking News

Inheritance Tax Receipts raise £1.5 billion in two months

Inheritance tax receipts hit £1.5 billion in the first two months of the current tax year, according to data released by HM Revenue and Customs (HMRC) this morning. This is £98 million higher than the previous tax year, and continues an upward trend over the last two decades. Nicholas Hyett, Investment Manager at Wealth Club…
Read More
Breaking News

Propertymark Responds to Boiler Scheme Consultation

Responding to the Department for Energy Security and Net Zero’s Boiler Upgrade Scheme and Certification requirements for clean heat schemes consultation (England, Wales and Scotland), Propertymark has stressed the concerns of property agents that landlords are struggling to afford energy efficiency improving measures and warn that the scheme must evolve to protect the availability of…
Read More
bank of england interest rate
Breaking News

Industry Reaction to Bank of England’s decision to hold interest rates at 4.25%

Following a previous cut in May, the rate has today been held at 4.25%. This comes as a result of inflation easing slightly to 3.4% (May 2025), but remaining higher than the Bank of England target rate of 2.0%. The decision to hold the base rate by the Monetary Policy Committee was the result of…
Read More
Breaking News

Rents Climb as High as 17.4%

The latest market analysis by London lettings and estate agent, Benham and Reeves, has found that rents across Britain have surged by as much as 17.4% in some areas since the Labour Government adopted the proposed Renters’ Rights Bill which is likely to become law later this Summer after the Bill enters the House of Lords…
Read More
Breaking News

Breaking Property News 19/06/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   Cloud-based practice management platform launches at Taylor Rose Taylor Rose parent AIIC Group rolls out cloud-based practice management platform AIIC Group (“AIIC”), the legal group behind law firms Taylor Rose, FDR Law and Kingsley Wood, is rolling out a new fully cloud-based practice management…
Read More