How to Read Online Reviews and Spot the Fake Ones
A wall of five-star praise can be bought for the price of lunch. Learn to read past it to the reviews that show what a contractor is actually like.
Online reviews are one of the best tools you have for judging a contractor before you hire. They are also easy to fake, and most people are not great at telling the difference — BrightLocal found only 19% of consumers feel confident they spotted a fake review in the past year. Here is how to read reviews well and catch the ones you should not trust.
Read the recent ones first
A contractor's quality can change over time, so recent reviews matter most. Look for a pattern that is current, not just history.
Look for specifics
Real reviews tend to mention details: the type of job, the technician's name, how a problem was handled. Vague, generic praise is easier to fake and tells you very little.
Watch for suspicious patterns
Be skeptical of a burst of glowing five-star reviews all posted within a few days, especially if they sound alike. Real reviews trickle in over time and vary in tone.
Don't skip the negative reviews
A few negative reviews are normal and even reassuring. What matters is how the contractor responds. A calm, professional reply says more than a perfect score.
Read across multiple sites
Check a contractor's reviews on more than one platform. Most consumers already consult two or more sources, and cross-checking makes manipulation much harder to hide.
Know your rights on fake reviews
Fake reviews are now explicitly illegal — the FTC finalized a rule banning them in 2024. If a business's reviews look manufactured, treat it as a serious warning sign.
📷 Add image: A real-vs-fake review comparison. Alt text: "A phone screen showing two contractor reviews side by side, one marked as genuine with specific job details and one flagged as a fake review with vague generic praise."
Consider the overall volume
A handful of reviews is a small sample. A contractor with many reviews over time gives you a far more reliable picture.
Weigh reviews alongside everything else
Reviews are powerful, but they are one piece of the picture. Combine them with your own conversations, the written estimate, and proof of license and insurance.
Frequently Asked Questions
How can you tell if a review is fake?
Watch for vague, generic praise, a sudden burst of similar five-star reviews, and reviews with no specific details. Real reviews mention the job, trickle in over time, and vary in tone.
Are fake reviews illegal?
Yes. The FTC finalized a rule in 2024 banning fake reviews and testimonials. If a contractor's reviews look manufactured, treat it as a red flag.
How many reviews should a good contractor have?
There's no magic number, but a steady history of many reviews across multiple sites is far more trustworthy than a handful posted all at once.
Related guides: How to Choose a Home Contractor You Can Actually Trust · 10 Questions to Ask Before You Hire an HVAC Company · 7 Red Flags to Watch For When Hiring a Contractor
Need this done at your place?
Sorting the honest reviews from the planted ones takes time and a skeptical eye. osNOVA does much of that vetting for you, connecting you with local contractors whose track records have already been checked.
Find a Pro →