08/11/26

You know online reviews are important. People have been saying it for years: consumers trust digital testimonials just as much as their friends and family. In fact, 97% of people say they read online reviews before making a purchase decision, and companies without recent reviews raise red flags.

However, there are a few new factors to consider now when building your review strategy, and AI is to thank for all of them.

Unsurprisingly, a company’s online reviews influence whether they get mentioned by Generative AI, but the formula for getting noticed looks different than traditional SEO marketing. Seeing what your clients write about you is one of the few scalable ways to generate that outside reflection — real people, on independent platforms, describing your product or service in their own words. Here’s what to know right now:

Reviews are now a primary reason your company is – or isn’t – being mentioned by AI. Since ChatGPT recommendations are now based in part on collaborative information, real customer feedback is one of the strongest ways to verify that a company’s reputation matches its marketing. You know the old adage about putting your money where your mouth is; well, that’s exactly what companies must do right now.

AI heavily depends on business directories. Since the robots are scouring Google, Yelp and other platforms to verify claims, it’s key to have your information up to date across every listing. Outdated, conflicting or incomplete listings could get flagged as different companies.

Consumers are valuing digital authenticity more than ever. You’ve probably seen some AI pushback in your timelines, especially around those ChatGPT promo graphics. But thanks in part to how easy technology has made it to gather “reviews,” people are starting to question their validity. A recent Harris Poll found that two-thirds of respondents say they trust online reviews less than they did just five years ago, and 90% say that fake reviews are a concern. In addition, a separate survey found that four out of five consumers grow wary if a company ONLY has five-star reviews.

What should this mean to you?

Online reviews are still paramount, especially in a relationship-driven business like real estate – so keep collecting them. After all, we know how hard our customers and partners work. However, what has changed is what those reviews need to reflect. Don’t fret an occasional bad review. Just make sure you’ve done everything to address any legitimate concerns and resolve the issue publicly when possible – and keep asking your happy customers to share their success stories.

As always, thank you for always choosing – and praising – our expert teams. We’re always here for your title and escrow needs. (And if you haven’t already, give us a good review on Google or your local branch’s dedicated Facebook page. We’d very much appreciate it.)