One of the co-founders of Purplebricks, Michael Bruce, has explained why the agency challenged reviews of its services on AllAgents.
Speaking to the Australian Financial Review, Bruce says Purplebricks told AllAgents - which has over 300,000 reviews on its site - to investigate and remove any which were fake.
The article says that Bruce claims over 50 per cent of the reviews on AllAgents [presumably relating to Purplebricks] were found to be fake "or could not be justified."
"It's not fair that people who have never used our service get to write a fake review" he says.
In the same article he says that Trustpilot - another review website, and one which is frequently cited by Purplebricks for its overwhelmingly positive customer reviews of the agency - provided an appeals process for disputed reviews.
The AllAgents website, which is reported to have taken down some 70 reviews of Purplebricks in recent days, says all reviews should be fair and honest and only be for estate agents of which the reviewer has direct experience.
AllAgents has also issued a statement saying why its reviews of Purplebricks have been suspended for the time being.
Purplebricks in Australia serves as a similar lightning rod for debate with the real estate industry as it does amongst all estate agents in the UK; Bruce was speaking to the Australian Financial Review from California, where the company has just launched its US service.