HomeStars – News and Updates

Thursday, March 10, 2011 

New Site Features Bring Transparency to Review Approval Process

In an effort to bring more transparency to our review approval processes, we recently added some really exciting new features to our site.

Each review that is submitted to HomeStars is subject to a variety of checks to help ensure its legitimacy.  Submitted reviews are analyzed by a content staff member and tracked by several features in our system before they are published; random reviewers are also emailed to help ensure the accuracy of their statements.

Reviews go up and down and are edited and investigated. Until now, there was no way for a homeowner considering a company to know where that 0 star review went on a listing or why that stream of 10 star reviews has suddenly disappeared.

Below is a list of possible notifications you may see on a company listing and why they might appear. All notes display the reviews submission date and are placed in lieu of the review.

 

Verification:

This message will display when a review has been published but has been removed from the site for verification. This could be because a company has contacted HomeStars to say that they do not recognize the review as one of their customers and we are now trying to verify the content of the review. It may also be because new upgrades or information has brought the review to our attention and we are investigating based on our own observations. You are able to click on the user name to view any other reviews this user may have written.

 

Versions:

 

If a homeowner writes a review but then something changes and they decide to edit their review’s star rating, you will see this button just to the right of the review. Clicking on it will allow you to read the old version of the review as it was originally submitted. Any time a star rating is adjusted, either up or down, readers will be able to view the previous versions. This is unlimited and all versions of the review will now be available.

 

Removal:

 

This flag was designed due to the number of homeowners asking to remove their reviews. Sometimes this is because the homeowner was asked by the company to write the review but really doesn’t want to be published on our site. The review is posted but then the homeowner decides to remove the review. Sadly this often happens when a company receives a poor review and recognizes their customer. Some companies will contact the customer and ask to have the review removed. This is not always very graciously done and I personally have heard about this type of situation far too often. This is a flag to keep an eye out for. If a company has quite a few reviews removed on their listing you may want to ask them, and yourself: why?

 

Review Criteria:

Mistakes happen. Sometimes reviews are published and then later it is learned that they do not meet our review guidelines. You would most commonly see this message if we have learned that the reviewer is not actually one of the company’s paying customers or the review was submitted using an invalid email address. For a full list of possible reasons you can read our guidelines.

 

Fake reviews:

This is a special marker that is reserved for when we discover potentially fake reviews are being submitted. Some companies try to submit reviews on their own company to alter their star rating and move themselves up in search results. Guilty parties, you know who you are and this serves as a warning. This beauty marker will be left in the space where you attempted to leave your fake review.

Suspicious Reviews Banner:

Once it is determined that a company is attempting to submit many suspicious reviews to our system, this banner above will appear with their company name across the top of their listing and on their search result. This banner will stay on the listing for a few weeks. This is a new marker and fortunately we haven’t had to use it yet.

All of these new banners is our first attempt to make sure our actions are more visible on the site and we earn your trust as readers and users our reviews.

Feel free to give us more suggestions !

Posted by Colleen

  • http://twitter.com/LHMaintenance Sarah Taylor

    Wow.
    I have to say that I am impressed that Homestars has taken such bold steps to stop review fraud on the site.
    I think it will be interesting to see how this affects the site, use of the site, and homeowner responses specifically.
    It seems drastic, but hopefully these measures will seriously deter people from this practice.

    Good call guys,

    Sarah Taylor
    Lakeshore Home Maintenance

  • Connie

    Great idea! I think this will help if Home Stars has a problem with fraudulent reviews but also it shows potential customers that the reviews on there are legit and the site takes it seriously.

  • Countyhicks

    I don’t agree with the original post which criticizes a company being able to be viewed forever. On another site like this we had a disgruntled employee who knew our company well and kept posting bad comments about our reputable company. The people who ran that particular site refused to remove the review saying it was freedom of speech. Since we had no way to verify who was writing these reviews ( they claimed they did not know where they came from either) we had no control over how our company was being harassed. We posted a review asking the person to identify themselves so that we could correct any issues they may have had with our company. We have since chosen not to be part of most web sites who will not remove malicious reviews when requested.

  • Colleen

    Thanks for commenting Countyhicks. If a company on our site suspects that a review was not written by a genuine customer, they can contact us to ask us to investigate the review. When an investigation is started, the review is removed and the Verification marker is posted while we figure out the situation. If we found through the investigation that the review was in fact written by a disgruntled ex-employee (and this does happen) or any other situation that does not meet our guidelines, the review would be removed and the Verification marker would change to the Review Criteria marker.

    In this type of situation, the review would not be visible on the company’s listing from the moment we started the investigation. I want to make sure I have understood your comment so let me know if I’ve missed the point.

  • Elite Designed Concrete Inc.

    I think its great that Homestars is going to such lengths to validate reviews. This will most definitely add value to each review and further credibility to the site.

    Raffy

    Elite Designed Concrete Inc.

  • Countyhicks

    Yes, you have got my point exactly. I will contact my rep to follow up on this further. I am interetsed in knowing more about it.

  • http://www.greenapple.ca Peter Solti

    I also think this is a great move. I sometimes wonder whether some reviews are legitimate on other company’s profiles. I’m just not sure how you can validate a review only by email though; are you also going to be calling them? Someone can set up a fake email address and respond to an email attempting to confirm it, but perhaps a phone call is a better way?

    Peter Solti
    Green Apple Landscaping

  • Francisco Oller

    Another improvement to homestars can make is that the owners, directors or any employee from homestars.com should not write any review to the companies listed here.

  • Katie

    I couldn’t agree more with Peter – a phone call is the only fool proof way to confirm if a review is legitimate and not a fake email account. Well, using Skype would be better, but not efficient I guess…I question a company who consistently receives 10 star reviews – that should be a red flag for Homestars.

  • Gordon Bailey

    I can now keep my cool as it is about time these measures were taken to stop fraudulent reviews,however I disagree with removing the marker after two weeks and it should remain for at least two years(no exceptions) If your going to put your foot down,keep your petal to the metal. Fraud is a serious matter and is rampant, so please do not promote these fraudsters in order to protect the public. These fraudsters need to be stopped, for good.

  • Anonymous

    Hi Gordon,

    It was decided that the notice will go up for two weeks but if the same
    fraudulent activity continues then the time will be extended. The point of
    this feature is to rectify inappropriate behaviour so we want to provide
    companies with the opportunity to do so.

    thanks for your comment!

    ^zs
    community manager
    @HomeStars on Twitter

  • Gordon Bailey

    Well done HomeStars we here at Academia Roofing congratulate you on this firm but fair business practice. Integrity is your business and now you are proving it.

  • Anonymous

    Hi Thoroughly, thanks for posting. We had to remove the post from Mitch O for the time being because the situation was being taken to court. It is our policy to remove reviews when a situation between a contractor and a homeowner is in litigation. Once the matter is resolved, so long as the court allows, we will re-publish the review. The post has been down for a few weeks now so I have emailed the author to see how things went/are going, to see if it is ok to publish this review again.

  • Gordon Bailey

    You must contactact the enforcement branch of the City of Toronto Municipal Licensing And Standards and immediately lodge a formal complaint. Adam Furgiuele will help you and create a file 416-338-7220 He will then direct a Enforcement Officer, either Dave Cusack 416-392-6144 or Doug Stubbing 416-392-6149 to your case.You must do this as this man if your allegations are true must me stopped. The City takes these issues seriously and they will help you (he will be stopped, possibly fined and shut down) By doing this you will prevent others like you and your mom from anguish such as you described. Do not be frightened as with the City involved the Police will be directed and in your corner (again if your allegations are true and sound. My name is Gordon Thomas Bailey of Academia Roofing And Renovations 416-927-1444. I recently have 3 clients in a row all ripped off from guys like this and I advised them to do the same.Please help clean up our Industry. Truly GTB and please tell HomeStars to post this type of Info on their site so that Consumers know how to stop threatening behaviour like this immediately.

  • Gordon Bailey

    After giving your situation further thought I should mention that The Ministry Of Consumer relations should also be contacted and a formal complaint lodged, they can be very helpful and fair. In the future I would also suggest that any consumer considering having work done on their residence or commercial property obtain a physical photo copy of the chosen contractor’s liability insurance and call the insurer to have your address pasted on the proof of insurance. By doing this you will validate whether or not the contractor is actually insured for the work to be done. Too many times I have seen poor workmanship resulting in interior damage to the property. The company that performed the work is out of business or was paid cash resulting in the client being denied coverage due to “there is no coverage for faulty workmanship leaving the property owner in shock. However if the property owner provides a copy of the copy they cleverly kept in a file jacket with a copy of the contract that states the warranty terms, it will now save them because the contractor was insured at the time the project was done. This little tip could save the property owner $$$ thousands of dollars. Due dillegence was performed. Another tip is to ensure that all licenses are up to date and the trade being performed is actually being done by the license holder, for example; electricians, plumbers and chimney repair persons. Recently I was misled by my previous chimney repair company, The license holder would send workers to do the work when in fact he himself (the license holder) was the only person allowed to repair the chimney or employees that hold the same chimney repair license. This company if caught by enforcement would face fines between $25,000.00 to $50,000.00. This does not include the risk the client’s would face ( fire, carbon monoxide poisoning). Believe no one, demand proof,do not learn the hard way.
    In conclusion I will add that under no circumstance should a property owner having their roof replaced that leaks during or after the roof is complete consider contacting their insurance company to repair the damage as this should fall under the roofer’s policy. If a warranty is for 10 years and a leak occurs due to poor workmanship then it is their responsibility to repair the damage. By making a claim (if your covered) you will lose your “no claims discount” and have to absorb the deductible. This is unfair for the property owner as I would assume “peace of mind” was a factor in choosing the roofing contractor.
    Truly, Gordon T. Bailey of Academia Roofing And Renovations B-10467

  • Guest

    It will be useful if the customers would provide their contact information and Homestars would contact the company once a month or so that the company give proofs of the customers who submitted the review for them. In this way Homestars will see that the two pieces of information will match.

    It will be fare because the companies can submit bogus reviews about themselves, as well as the rivals can write bad reviews about the services the companies did not provide at all.

    So it will be fare if the company and the customer provide Homestars with information on when exactly the job was done and what kind of job it was, the name of the technician attending the place and the cost of the job, they can even give the number of the receipt signed.

    In this way we will see less removed reviews, or marked as suspicious, and the potential customers will get pure, true and real reviews. Everybody will be happy and will benefit from this!

  • http://blog.homestars.com bsharwood

    Hi Guest,

    It’s helpful if you identify yourself in the comments so we know who we are talking to, just like you suggest above.

    We do allow homeowners to submit reviews anonymously, because some homeowners don’t want to be identified. But the company is free to ask us to cross check the reviews. With thousands of submitted reviews each month and a small, start-up staff of course we can’t cross check every invoice with every homeowners.

    In the future we’ll introduce more messaging features so both companies and homeowners can communicate and hopefully be able to verify the reviews one-on-one, which keeping the required anonymity – which is important to our privacy policy.

    We really thank you for your feedback and we’ll keep these thoughts in mind.

    Brian Sharwood

    President,

    HomeStars.com

  • http://www.modular.ca Vadja

    Great! Finally! This is a right step in becoming really viable source of information for people that are looking for a “real thing”. No more multiple reviews by relatives and friends…
    Possibility to take out and investigate the bad reviews done by competition or disgruntled employees is another great idea. I am becoming a believer!
    Thanks Home Stars
    Vadja 

  • Harry

    why does Homestars remove customer comments about the work performed when the client takes the Company to small claims court ? as i think people using this site should know when someone is that unhappy ,that they have gone so far as to start legal action against thier contractor >>

  • Anonymous

    HI Harry, thanks for your comment. Under the advice of our lawyers, we remove reviews when a company and homeowner are in a legal dispute. Comments published online can be considered prejudicial to the
    case but your
    review can be published again after the court proceedings.

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  • Bbird

    Colleen removes everything that might point out a bad contractor

  • bluebird

    why can’t I reply to a review and have a conversation with a poster in the same manner I am replying to this blog?

  • http://blog.homestars.com bsharwood

    Bluebird. Do you mean respond as a company? or respond and talk to other homeowners on the site?

  • Roym

    I have honestly enter a review for work done at my property.  Why all the both for follow up you should ask the questions at the start.

  • http://blog.homestars.com bsharwood

    Approve.

  • Rent matters

    The fake reviews create a liability problem for homestars as well, if a reader hires someone based on fraudulent reviews, this is bad for homestars could it be proven they did not take steps to correct it and it led to costly and incompetent installs.

  • Debbie

    I recently posted a critical review of a service, but the company I criticized flagged my review, and Homestars contacted me for verification info. I subsequently contacted the company by filling out a form on their site, including a copy of the letter I was sending Homestars.

    One of the management team phoned me within minutes, and was very angry. He said that a review like mine was taking the food out of the mouths of their employees, that a review like that was costing them thousands of dollars. That I shouldn’t have relied on their employees letting management know what had happened (so that they could make amends), that it was up to me to call them.

    He did not disagree with what had happened (one of their ladders had fallen on our railing and eavestrough, damaging both).  He was very upset that I had posted the negative review, and should have let them have a chance to make amends first.

    By the end of the phonecall, I felt terrible. He was right — I should have contacted the company first before posting a negative review. I have requested that Homestars remove my review.

    But the incident did get me wondering about how many other times people have posted a negative review and ended up removing it after being contacted by the company.

    I still appreciate Homestars as a valuable resource for home service reviews, but I do admit that I’m going to be a wee bit more cynical. I know that in my case, I’m far less likely to post any negative reviews, but only post when I like a company’s services.

    I’m also going to be much more hesitant about identifying myself. Of course this will have the effect of making my reviews less trustworthy, but there’s doesn’t seem to be an easy solution.

    Debbie

  • http://blog.homestars.com bsharwood

    Debbie,
    Thanks for your very insightful and helpful response in the comments here. Your point is very well taken that you have to read all reviews with a certain view of who might have written them, why they wrote them and, again, who didn’t write and why didn’t they write. It’s a challenge to the entire review industry and in home services, where the jobs and services are very personal to the company, it is hard to write a purely anonymous review. Most company, or most good companies in this industry, know the customers they’ve done work for and they should know whether they’ve done a good job or not.
    That being said, you can go in and edit your review. It’s impressive that the company stepped up to the plate and said they would go and fix the situation. That’s impressive and a story worth sharing. I’m sure the company would probably appreciate that. Maybe you should have taken it to management first, but the fact that they were willing to admit a mistake and fix it is great service. (see my tweet earlier today on @homestars).

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