In luxury real estate, trust is everything. One bad review can shake confidence in a high-end agent or brand—even if it’s fake. Unlike restaurants or budget hotels that thrive on volume, luxury firms rely on reputation. Clients aren’t just buying homes—they’re buying a lifestyle, an image, and expert-level service.
But here’s the challenge: fraudulent reviews are hard to remove, even when they’re clearly fake. For high-end agents and agencies, this creates a serious problem that standard solutions don’t always fix.
Let’s explore why luxury real estate struggles more than most with review removal—and what professionals can do about it.
Luxury Listings Attract High Stakes and High Drama
Luxury properties often involve millions of dollars. Buyers are selective. Sellers are protective. And the competition between agents is fierce.
That pressure can lead to:
- Disputes between buyers and agents
- Tensions with vendors, contractors, or co-agents
- Jealousy from rival firms
- High-maintenance clients leaving spiteful reviews
A fake 1-star review from a competitor or bitter client can stick out like a red flag on an otherwise clean profile. And when you’re selling a $7 million waterfront estate, that one review matters a lot.
Unlike in other industries, where a bad review gets lost in the noise, luxury real estate often has just a handful of reviews. That makes every single one count.
Google and Zillow Make Removal Tough
Most luxury agents have a presence on Google, Zillow, Realtor.com, and even Yelp. All of these platforms accept reviews from the public. That includes:
- Verified clients
- Anonymous users
- Competitors posing as clients
- People who never completed a transaction
This creates an open door for fraudulent reviews.
Worse, Google doesn’t verify whether someone actually hired you. You can report a false review, but unless it breaks a clear policy—hate speech, spam, threats—it usually stays up.
Zillow is similar. You can flag a review as fake or inaccurate, but unless you can prove it wasn’t from a real client, they’re slow to act.
According to a 2023 BrightLocal study, only 24% of flagged reviews on Google are successfully removed. And for smaller, newer luxury teams, that single fake review can sink your average rating for months.
Why Removal Is Harder for Luxury Agents
There are a few reasons why luxury real estate firms have a harder time than other industries when it comes to fighting back:
1. Fewer Transactions, Fewer Reviews
Luxury agents don’t close 100 deals a year. They might close 5 to 15—and each one is high value. That means fewer happy customers are leaving reviews, which makes any negative post more noticeable.
2. Clients Expect Privacy
High-net-worth clients don’t always want to leave reviews. They value privacy and don’t want their names online. That makes it harder for agents to collect honest 5-star feedback to offset a fake 1-star.
One Beverly Hills agent told me, “I had three clients tell me they were thrilled, but none wanted to leave a public review. Then one unhappy seller left a nasty comment, and that’s all anyone sees now.”
3. Competitors Play Dirty
Luxury markets are cutthroat. It’s not uncommon for agents to post fake reviews on rival profiles to try to win listings. Some even pay freelancers to write believable complaints.
These reviews often say things like:
- “Unprofessional, rude, and totally unresponsive.”
- “Only cares about big-ticket clients.”
- “Overpromised and underdelivered.”
Even when these reviews are fake, they sound real enough to pass Google’s filters.
How Bad Reviews Hurt Luxury Brands
A fake review isn’t just annoying. It can cost you big.
It Kills First Impressions
Google search results are often the first thing a potential client sees. If the top result shows a 3.5-star rating with a comment about poor service, you might lose that lead before they even call.
It Undermines Word of Mouth
Even if a client was referred by someone they trust, they’ll still check reviews. If they see fake negativity, it creates doubt. That doubt can kill the deal.
It Can Impact SEO
Bad reviews can lower your profile’s click-through rate, which hurts your visibility. That’s especially bad in luxury markets where just a few clicks can lead to million-dollar leads.
What You Can Do About It
If you can’t delete the review directly, you’ll need a plan to push it down, respond well, and rebuild trust fast.
Step 1: Respond Professionally
Never ignore a fake review. Post a calm, respectful reply.
Example: “We take every client experience seriously, but we don’t have a record of working with you. Please contact our office so we can resolve any confusion.”
This shows other readers that you’re transparent and professional, even if the reviewer is not.
Step 2: Flag the Review
Flag it on Google or Zillow using their support tools. Explain clearly why it’s false (e.g. not a real client, no transaction, abusive language).
Include:
- Screenshots if possible
- Dates and listing IDs
- Statements that show you never worked with them
Be persistent. Sometimes it takes multiple attempts.
Step 3: Ask Real Clients for Help
Reach out to satisfied buyers and sellers. Don’t pressure them—just explain that online reviews help protect your reputation.
Offer to:
- Help them write it
- Send a direct link
- Keep it anonymous if they prefer
You’ll be surprised how many are willing to help if you just ask.
Step 4: Bury It with Positive Content
Publish new content that outranks the fake review. This can include:
- Google posts
- Blog articles about your listings
- Press mentions
- Video tours on YouTube
- Team features or testimonials
The more you post, the more you control the narrative.
One Miami agent used SEO blog posts to push a fake review off the first page. It took a few weeks, but now the bad review is buried under polished listings and client success stories.
Step 5: Use Reputation Services
If you’re struggling to fix bad reviews on your own, it might be time to bring in help. There are companies that specialise in reputation repair. They know the right ways to flag, request removals, and create new content to clean up search results.
This can be especially useful for agents with a public profile or a team brand to protect.
Final Thoughts
Luxury real estate has high standards—and so do the clients. A fake review might seem like a small thing, but it can do big damage when every deal counts.
Google doesn’t make it easy to fight back. That’s frustrating. But there are still ways to take control.
Respond with grace. Report what you can. Ask for real reviews. And keep building a strong presence that reflects who you really are—not what one fake commenter claims.Because in this business, reputation isn’t just part of the job—it is the job.
