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We have been a long time customer of DealerRater, and getting positive reviews is not as difficult as you think - provide superior customer service combined with great deals, and then encourage your highly satisfied customers to take a minute to share their experience online in your follow-up process.  I just returned from vacation and we had 49 positive reviews (9 rooftops) in the last week.  If you are having to pay a service for fake reviews, there is something very wrong with your business model...