One of the most overlooked truths in choosing a contractor is that reviews are often intentionally curated. While positive reviews matter, they can be padded by friends, family, employees, or even third-party agencies hired to boost reputation. Complaints, however, are almost never fabricated. In our research and side-by-side comparisons, we’ve yet to see companies manufacture complaints. Nor have we seen any successful track records at having them removed. That makes them one of the purest indicators of how a business actually operates. Pay close attention not only to how many complaints exist, but to their nature—and compare them against the company’s total review count and overall rating. This balance provides a far more honest picture of any contractor doing meaningful volume in the marketplace.