The Real Cost of Fake Reviews: Why Integrity Still Matters

As a small business, our inbox gets flooded weekly with messages like this one—strangers promising to “boost our Google rankings” and flood our page with five-star reviews. All for a price, of course.

It’s part of a growing problem that so many business owners face: the online reputation hustle. Fake reviews are being bought and sold like products, and it’s getting harder for consumers to know who they can really trust.

At Novare, we’ve never participated in that. Not once. And we never will.

Why? Because we know that trust isn’t something you can buy. It’s something you earn—over time, through real relationships and real work.

Every review on our page comes from a homeowner we’ve actually served. Families we’ve walked alongside through insurance claims, storm damage, full roof replacements, or much-needed repairs. People who invited us to be part of their story—and then took the time to tell others about it.

Could we rank higher or get more visibility by cutting corners and gaming the system? Maybe. But we’re not here for shortcuts. We’re here for the long haul.

We’re building a reputation the only way we know how: by showing up, doing good work, and keeping our word.

To those of you who’ve supported us with an honest review, referred us to a friend, or even just sent us a kind word—you are the heartbeat of our business. Thank you.

Let’s continue to support local businesses by celebrating the ones who do things the right way. Because integrity still matters.