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In my opinion, if you do not take care of your customers, you will eventually be found out and exposed no matter how many fake reviews you (or a reputation management company) post online.

 

I personally would rather have a bad review and the ability to respond publicly, than to have fake reviews on my listing.  Consumers that read reviews are trying to get an idea of the “human” element behind the company they are reviewing.   A bad review with a good positive response will go a lot further showing the human element than faking good reviews.

 

The way I see fake reviews is like this…say you have a dog that poops on the carpet and your teenage kid is too lazy to clean it up, so…they just put newspaper on top of it and go on their merry way.  Well, when you get home, you may not be able to see the dog crap, but your nose knows it’s there, and will eventually sniff it out.  Fake reviews may cover up the fact that a dealership is dog crap…but, eventually they will be sniffed out.