Are AI Reviews Ruining Trust in Real Estate? Here’s What Agents and Investors Need to Know

Miguelangel Humbria
Aug 7
4 min read

In 2025, artificial intelligence is transforming how real estate professionals market themselves, communicate with clients, and manage operations. But there’s a growing shadow behind the bright promise of AI tools: fake, AI-generated reviews are flooding the industry’s most trusted platforms.

A recent report by the New York Post revealed that nearly 1 in 4 agent reviews on Zillow in 2025 appear to be AI-generated. That’s a staggering 558% increase compared to just six years ago. While some reviews are clearly fabricated, others are indistinguishable from genuine feedback, thanks to tools like ChatGPT, Claude, and other generative AI models.

This trend is reshaping the digital trust landscape in real estate—a business built on relationships, reputation, and referrals. Whether you’re a solo agent, an investor working with partners, or a brokerage leader, it’s time to ask:

How do we maintain credibility in a world where AI can write your praises?

The Numbers: What the Data Says About Fake AI Reviews

According to the July 2025 study cited by the New York Post:

23.8% of Zillow agent reviews analyzed contained AI-written patterns
Platforms like Realtor.com and Facebook Marketplace are seeing similar trends
Agents using ChatGPT for review generation increased by 312% year-over-year
Only 6% of these reviews were flagged or removed by moderation systems

This points to a trust crisis brewing beneath the surface. When reviews become unreliable, prospects begin to question all feedback, even authentic, well-earned praise.

Why This Matters for Real Estate Professionals

1. Reputation is Currency

A real estate professional’s reputation is one of their most powerful assets. Most buyers and sellers make decisions based on reviews, testimonials, and referrals. If those become polluted, agents risk losing:

Trust from potential clients
Referral opportunities from colleagues
Visibility on search and listing platforms

2. It Hurts Everyone—Even Honest Agents

The issue isn’t just with those faking reviews. Honest professionals are caught in the crossfire. As skepticism rises, genuine reviews are more likely to be doubted. The perception becomes: "If everyone else is faking it, how do I know yours are real?"

3. Platform Penalties Are Coming

Zillow, Yelp, Google, and Realtor.com are under pressure to crack down on AI-generated reviews. We expect to see:

Stricter review authentication (e.g., verified transactions)
AI-detection algorithms flagging suspicious posts
Potential penalties or demotions for agents with flagged reviews

Proactively staying ahead of this shift is not just ethical—it's strategic.

5 Signs a Review Might Be AI-Generated

If you're wondering how to spot (or avoid writing) an AI-generated review, look for these patterns:

Overly Polished Language: Unnatural grammar, excessive adjectives, or robotic tone
Repetition of Phrases: AI tends to reuse similar phrasing across reviews
Lack of Specificity: Vague compliments with no details (e.g., “Amazing experience!”)
No Timeline or Context: Missing key facts like closing date or property type
High Volume in Short Time: 10+ reviews appearing in a week for the same agent

What You Should Do Instead (Ethical + Effective)

Here are 5 professional, AI-smart strategies to build trust without crossing ethical lines:

1. Ask for Real Reviews After Real Milestones

Prompt clients to leave a review immediately after key points: closing, inspection, or offer acceptance. Make it easy:

Send a personalized request via email or text
Include direct links to your review profiles
Suggest 2–3 guiding questions to inspire authentic answers

2. Use AI to Format, Not Fake

It’s okay to help clients who struggle with writing by providing a structure:

Example Prompt for Clients: "What was your biggest concern before working with me? How did I help? Would you recommend me to a friend?"

You can even use ChatGPT to tidy up grammar after a client drafts their thoughts.

3. Add Verified Testimonials to Your Website

Consider collecting testimonials via Typeform, then featuring them on your site alongside the client’s name, photo, or even a short video. Add context like property type or neighborhood to boost credibility.

4. Showcase Social Proof on Social Media

Share screenshots of client messages (with permission) or do "client story" reels on Instagram. This provides:

Real-time authenticity
Proof of engagement
Storytelling that AI can't replicate

5. Educate Your Audience About the Issue

Be proactive. Publish content (like this!) explaining your stance on AI ethics. Let clients know you stand for transparency, and your reviews are 100% human.

Sample Disclosure You Can Use

If you do use AI in your review process (e.g., summarizing client feedback), transparency is key. Here’s a simple note to add at the bottom of testimonials:

“This testimonial was written by the client, with minor edits for clarity.”