Houzz

Houzz is another site with fake reviews. An active black market exists on Facebook for fake Houzz reviews, and plenty of contractors on Houzz appear to be benefiting from fake 5-star reviews. Fake reviews from New Delhi review sellers, reviews from people who were already deceased, and reviews that were part of trading schemes--you'll find them all on Houzz. What's Houzz doing about it? Nothing, it appears.

Evidence of fake reviews on Houzz

• Black market activity: Investigative reporter Kay Dean has documented an active black market on platforms like Facebook where sellers create and sell fake Houzz reviews, often using tactics like posting reviews from deceased individuals.

• Impersonation: An investigation by Kay Dean uncovered contractors using photos of celebrities and musicians to create fake profiles that post glowing 5-star reviews for their own businesses.

• Suppression of negative reviews: Some users have reported that Houzz filters negative reviews from contractors who pay for a "Pro" account, while positive reviews are readily posted. This suggests a bias that makes it difficult for consumers to get an accurate impression of a contractor's services.

• Complaints by professionals: Some contractors claim Houzz's paid "Pro" features are a "scam" that delivers poor-quality leads and does not provide an adequate return on investment. This has led some professionals to leave the platform.

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