Reviews—especially honest ones—are crucial when choosing a provider for home renovations. But with so many opinions online, how do you sift through the good, the bad, the ugly, and the genuine?

A great strategy is to start with the negative reviews and work your way back. In construction, unexpected challenges can arise—sometimes there are hidden issues behind walls that no one could anticipate. Life works the same way; things don’t always go as planned. What truly matters is how those situations are handled.

Negative reviews are a powerful indicator of how a company responds when things go wrong. Did they communicate well? Did they take responsibility and work to resolve the issue? Or did they ignore the problem and leave the customer hanging? A well-handled issue can turn an unhappy customer into a loyal one, while a poorly managed situation can be a red flag.

Of course, not all negative reviews are created equal. Some may be exaggerated or lack context. That’s why it’s important to look at patterns. If multiple reviews mention the same issue—whether it’s poor communication, delays, or lack of follow-through—that’s something to consider. On the other hand, if a company has overwhelmingly positive feedback with a few reasonable complaints, that’s a sign they’re doing things right overall.

At the end of the day, no company is perfect. The best ones are those that own their mistakes and make things right. Before dismissing a business over a few bad reviews, take a closer look at how they handled those tough situations—it might tell you more about their integrity than any five-star rating ever could.

 

NDAs for Google Reviews – A Red Flag

Some companies take things a step further by using Non-Disclosure Agreements (NDAs) for reviews—and this is a major red flag. If a company has NDAs on file to prevent customers from leaving honest feedback, run and run fast. This typically means they are fully aware of their internal issues but would rather cover them up than fix them at a systemic level. A business that truly values customer satisfaction doesn’t need to silence criticism—it actively works to improve.

Another sign of potential review manipulation is fake or coerced reviews. Be cautious of:

• Reviewers with only one review under their profile name—these could be employees or people bribed to leave a glowing review.

• Companies that push for a review immediately after installation or, worse, right after the sales consultation. While it’s fine to review a smooth buying process, some businesses do this strategically to bury past negative reviews.

• Not giving clients time to assess the final product. A proper review should reflect the full experience, not just the initial excitement. A good rule of thumb? Wait a week before leaving a review to ensure everything was installed correctly and matches what was discussed.

When reading reviews, always look for patterns, transparency, and how the company interacts with both positive and negative feedback. Honest businesses welcome all reviews, knowing that integrity and great service will speak for themselves.

 

Smaller Companies, Fewer Reviews—But Higher Quality

One thing to keep in mind when researching companies is that smaller, well-run businesses naturally have fewer reviews than large corporations. But fewer reviews don’t mean a company is unproven—it often means they focus on quality over quantity.

Smaller companies typically take on fewer projects at a time, allowing them to pay closer attention to detail, maintain high workmanship standards, and offer personalized service. Unlike large corporations, where customers can feel like just another number, a smaller team ensures direct communication with decision-makers, leading to a smoother experience and a higher likelihood of satisfaction.

When looking at reviews for a smaller business, focus on the depth of customer feedback rather than the sheer number of reviews. A handful of detailed, thoughtful, and consistent reviews often tell you more than hundreds of vague, generic ones.

Additionally, smaller companies rely more on word-of-mouth and reputation, so they can’t afford to cut corners or ignore customer concerns. Their success depends on long-term relationships, repeat business, and genuine referrals, making it easier to trust their commitment to quality work.

So, if you come across a company with fewer reviews but all of them are detailed, personal, and consistently positive, don’t overlook them—this could be the sign of a well-run business that truly values its customers.