How can I tell if contractor reviews are fake?

Fake contractor reviews are a major red flag in Ottawa's competitive construction market, but there are clear warning signs you can spot to protect yourself from hiring the wrong contractor.

When vetting contractors in Ottawa, start by checking multiple review platforms - not just Google Reviews. Look at HomeStars, Better Business Bureau, and even their Facebook page. Legitimate contractors typically have reviews spread across several platforms over months or years, not dozens of 5-star reviews that all appeared in the same week.

Red Flags That Scream Fake Reviews

Watch for reviews that are overly generic and could apply to any contractor. Fake reviews often use phrases like "great work" or "very professional" without mentioning specific details about the project, timeline, or what type of work was done. Real Ottawa homeowners will mention specifics like "finished our Kanata kitchen renovation in 3 weeks" or "helped us navigate the City of Ottawa permit process for our Barrhaven addition."

Check the reviewer profiles themselves. Fake accounts often have no profile picture, very few reviews total, or all their reviews are for contractors and service providers (which suggests they're paid reviewers). Real homeowners typically have mixed review histories - restaurants, stores, and maybe one contractor review.

Be suspicious of perfect 5-star ratings across the board, especially if there are many reviews. Even excellent contractors occasionally have clients who weren't 100% satisfied with timing, communication, or minor issues. A mix of 4 and 5-star reviews with detailed explanations of any concerns actually builds more credibility.

What Genuine Ottawa Reviews Look Like

Authentic reviews mention specific Ottawa neighborhoods, local permit processes, or seasonal challenges. A real review might say "They helped us get our Nepean deck permit approved quickly through the City of Ottawa system" or "Worked around Ottawa's winter weather delays professionally." Fake reviews rarely include these location-specific details.

Look for reviews that mention the contractor's ESA license number, WSIB clearance, or how they handled permit applications. Real clients often appreciate when contractors are properly licensed and insured, and they'll mention it. You can verify ESA licensing at esasafe.com/contractor-locator and WSIB clearance at wsib.ca/clearances.

Genuine reviews also mention realistic timelines and costs. Be wary of reviews claiming impossibly fast completion times or prices that seem too good to be true for Ottawa's market rates.

How to Dig Deeper

Ask the contractor directly for references from recent Ottawa projects. A legitimate contractor should be happy to connect you with 2-3 recent clients in your area. When you call these references, ask specific questions about permits, cleanup, timeline adherence, and whether they'd hire the contractor again.

Check with the City of Ottawa Building Code Services (613-580-2424) to see if the contractor has pulled permits recently. Active, legitimate contractors will have a history of proper permit applications through ottawa.ca/building.

Cross-reference their business registration with the Ontario government and verify their WSIB account is in good standing. Contractors operating legally in Ottawa will have all these credentials readily available and verifiable.

Remember, a few negative reviews aren't necessarily deal-breakers if they're balanced by positive ones and the contractor addresses concerns professionally in their responses. What matters is the overall pattern and whether the reviews feel authentic to Ottawa homeowners' real experiences.