The Advertising Standards Authority has rejected a complaint regarding negative Purplebricks reviews on allAgents.
The unnamed complainant alleged that allAgents was soliciting negative reviews for just one estate agent, and their challenge included tweets relating to negative Purplebricks remarks.
The complainant stated this meant allAgents could not claim to be “independent” in its advertising.
However, allAgents said it managed to prove to the ASA it searches Twitter for both positive and negative comments about a large range of estate agents, including Countrywide, Connells and EweMove.
Martin McKenzie of allAgents said: “We approach people who tweet both positive and negative comments on any estate agent, and encourage them to leave a review on our site.
“It’s a major marketing tool for us.
“We’re proud of our independence.We have no commercial arrangements with estate agents for the reviews section of our site, and this shall remain the case.
“We’re delighted the ASA rejected the complaint.”
A spokesperson for allAgents told EYE: “allAgents sent a preliminary response, backed up by evidence, to the ASA in order to demonstrate that this complaint had been based on a misunderstanding.
“On the basis of this response, the ASA confirmed that they were satisfied that there was no need to investigate the complaint further at this time and they agreed to close their case file. The complaint was, therefore, withdrawn in its entirety.”
Purplebricks declined to comment.
It has been at odds with allAgents over reviews on the allAgents site, claiming that many are either fake or cannot be authenticated. allAgents took down all the Purplebricks reviews at one point, saying it had received legal threats from Purplebricks, but has since reinstated them.
However, Purplebricks has this week announced achieving over 40,000 reviews in the UK on Trustpilot with an average score of 9.6.
Yesterday afternoon, on the first page of Trustpilot reviews for Purplebricks, we found the large majority – 13 out of 16 – were five stars, praising the service and recommending their Local Property Experts.
A four-star review also praised the service but said the website should show costs more transparently, “with having to use your solicitor”.
One review gave two stars, complaining Purplebricks were “only interested in getting you signed up”.
The remaining review gave one star. By yesterday evening, we found the four-star review had been verified; the two- and one-star reviews had not been verified but were still displaying.
According to Trustpilot, 89% of reviewers have given an excellent rating, 7% have given a ‘great rating’, 1% an average rating, 1% a poor rating and 2% a bad rating.