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Online reviews play a vital role in helping potential customers decide whether to buy a product or service from the company. According to new research by the Competition & Markets Authority (CMA), it was estimated that more than half of UK adults use online reviews to help make purchasing decisions. However, customers are constantly facing the challenge of determining what is “real” and what is simply “fake”.

CMA investigate fake online reviews

Reports by the CMA have found that online reviews and endorsements are proving useful to consumers, but it has raised concerns that some practices may be unlawful. In the course of its work, the CMA heard about instances of potentially misleading practices:

  • fake reviews being posted onto review sites
  • negative reviews not being published
  • businesses paying for endorsements in blogs and other online articles without this being made clear to consumers

Fake vs Real online reviews

So, how can you determine what is a “real” review that you can trust?

Although buying or selling a home can be a daunting and an emotional experience, consumers find using written online reviews to determine which estate agent to use can be extremely helpful, but these reviews should always be taken with a “pinch of salt”.

One of the ways to know if you can’t trust a review is by searching for video reviews rather than written reviews. Video reviews allow you to see the colour of the seller’s eyes when they introduce themselves (mentioning their name, occupation and property address sold) and share their experience– delivering true authenticity! It is a much more trustworthy approach, adding feeling and validity to a review. By watching a video review you can picture yourself in that individual’s shoes as you listen to a peer talk about a situation that you can relate to.

MFL video reviews

McEwan Fraser Legal is proud to be able to boast a large library of more than 300 positive video reviews from previously clients across the whole of Scotland - this is more than any company in the UK in any industry! We are the only estate agent to provide video testimonials on this scale and have been doing so for over 5 years.

For more information on why McEwan Fraser Legal prefers to use video testimonials please read more here. In the meantime, why not have a look at some of our most recent video reviews and see what you think!