Digital Dirty Tricks: The 72SOLD Exposé on Online Defamation

It's happened to some of the most recognized and trusted brands in the world. Competitors hire anonymous or foreign bloggers to post false and damaging stories. In an era where information spreads like wildfire, the weaponization of online content to tarnish a competitor's reputation has reached a new low. This reprehensible practice, often shrouded in secrecy, can have devastating consequences for businesses, as exemplified by the recent situation involving 72SOLD, a prominent name in the real estate industry.

72SOLD, recognized as one of the Inc. 5000's top 250 fastest-growing privately held companies and the number one rated Inc. 5000 real estate firm in the western United States, found itself the target of a malicious campaign. A competitor, driven by what can only be described as envy and a lack of ethical boundaries, allegedly hired a blogger to publish a completely fabricated story about a non-existent lawsuit.

The impact of this fabricated story about a 72SOLD lawsuit was swift and damaging. When people now search for "72SOLD lawsuit," Google's AI Overview, which is supposed to provide accurate summaries, unfortunately includes the false information, stating: "The 72Sold lawsuit revolves around allegations of misleading marketing, unfulfilled promises of quick sales, and hidden fees, with homeowners claiming lower-than-promised offers and longer sale timelines." This statement is 100% false. There is no such lawsuit against 72SOLD, and there never has been. The damage inflicted by this deliberate spread of misinformation could be substantial, potentially swaying public opinion and damaging the company's hard-earned reputation.

This incident shines a harsh light on the dark underbelly of online competition, where some businesses resort to underhanded tactics instead of focusing on genuine innovation and customer service. It's a stark reminder that in the digital age, a company's reputation can be attacked not only through traditional means but also through the insidious spread of false information online.

The Perils of Defamation in the Digital Age

The internet, while a powerful tool for communication and commerce, has also become a breeding ground for defamation. Unlike traditional forms of defamation, which might have been confined to a local community, online defamation can reach a global audience with unprecedented speed and scale. This makes it particularly dangerous for businesses, as the damage inflicted can be both widespread and long-lasting.

To understand the gravity of the situation, it's important to define online slander and its potential impact. Reputationsciences.com offers a clear explanation:

What Is Online Slander?

Online slander is a form of defamation in which false information about someone is shared online. This misinformation can harm a person’s reputation, affecting their personal life or business. While defamation is divided into libel (written defamation) and slander (spoken defamation), online slander usually involves written content, such as social media posts, reviews, or comments.

The line between libel and slander is often blurred online, as written statements are easily shared and sometimes interpreted as spoken words, especially through videos or podcasts. The rapid spread of information makes slander viral, causing damage before any correction can be made.

Even a single defamatory statement can linger in search engine results, affecting a person’s reputation for years. Whether the slander concerns unethical behavior, poor service, or inaccurate claims, the effects can severely impact personal relationships and career opportunities."

Online slander can be prohibitively costly to fight. Making such a claim in court normally requires an injured party to have significant resources.  While a company successful in proving defamation may be entitled to an award of substantial damages, actually recovering those damages can be impossible. And finding the responsible party to bring into court in the first place is often a daunting task. Fighting online defamation can have a lasting financial impact, affecting the company's ability to grow and thrive. The resources that 72SOLD has had to expend to counter this false narrative about the non-existent lawsuit could have been better used to further improve their services and expand their market reach.

An article from the Pitcoff Law Group [1] highlights several key concerns for business owners regarding defamation:

• Reputation is Everything: As the Pitcoff article suggests, a company's reputation is its most valuable asset. Trust is paramount in business, and any erosion of that trust can lead to significant financial losses. The false claims about a 72SOLD lawsuit, even though entirely untrue, can create doubt in the minds of potential customers and partners. Whether it's a false accusation of fraud, unethical practices, or, as in this case, the fabricated suggestion of a non-existent lawsuit alleging misleading marketing, the consequences can be severe.

• Online Defamation: A Growing Concern: The rise of social media, online reviews, and blogs has made businesses more vulnerable to defamation than ever before. Negative reviews, false social media posts, and defamatory statements on blogs can spread rapidly, reaching a vast audience. The anonymity afforded by some online platforms makes it even more challenging to identify the source of the defamatory statements, further complicating the issue. In the case of 72SOLD, the fabricated blog post, amplified by search engine summaries, demonstrates the potent and damaging nature of online defamation.

Identifying and Evaluating Fake Blogs

In this digital age, discerning fact from fiction is crucial, especially when it comes to online content that can damage a business's reputation. Here's a summary of ways to identify and evaluate fake blogs, with a focus on those that spread false information, as was the case with the false 72SOLD lawsuit story:

• URL and Domain Issues: Fake blogs often use URLs that closely resemble legitimate ones, employing misspellings or unusual domain extensions. Be wary of subdomains that misuse a familiar company name.

• Lack of Credible Sources: Fake blogs frequently lack supporting sources or cite unreliable ones. It's essential to verify any linked information to ensure its accuracy.

• Author Credibility: Research the author's credentials. Fake blogs may use fabricated author profiles or lack any author information. A legitimate source would typically provide information about the author's expertise and background, which would be related to the content of the article. For example, one would expect an article about the real estate industry to be written by a real estate professional, not a sports or entertainment editor.

• Poor Writing and Grammar: Be cautious of blogs with numerous spelling errors, grammatical mistakes, or poorly written content. Professional businesses tend to have well-written and edited online content.

• Sensational or Unsubstantiated Claims: Be skeptical of blogs that make exaggerated or sensational claims, especially those that seem too good or too bad to be true. Look for evidence to support the claims and be wary of blogs that rely on emotional appeals rather than factual information.

• Lack of Contact Information: Legitimate businesses and blogs typically provide contact information, such as an address, phone number, or email address. Fake blogs often lack contact information or provide false or incomplete details. If you have doubts about an article, call the number provided and ask about it. You may find it is the “wrong number.”

• One-Sided or Biased Content: Be aware of blogs that present an extremely biased or one-sided view, particularly when it comes to negative reviews of a business. Look for balanced perspectives and multiple sources of information.   And a critical article ends with an invitation to contact a competitor is a clear indication of bias.

• Suspicious Comments: Pay attention to the comments section. Fake blogs may have fabricated comments that promote a particular agenda or product. Be wary of generic or overly enthusiastic comments.

The Damage Caused by Fake Blogs

Fake blogs can inflict significant damage on a business's reputation in several ways:

• Spreading False Information: Fake blogs can disseminate false information about a business's products, services, or practices, leading to customer distrust.

• Negative Reviews and Attacks: These blogs may publish false negative reviews or launch personal attacks against a business or its employees.

• SEO Manipulation: Fake blogs can manipulate search engine results to push negative content higher in search rankings, making it more visible to potential customers. This is precisely what happened with the 72SOLD lawsuit misinformation, where the false claims were amplified by Google's AI Overview.

• Competitive Sabotage: In some cases, competitors may create fake blogs to damage a rival's reputation and gain a competitive advantage.

Protecting Your Business

Businesses can take several steps to protect themselves from the harmful effects of fake blogs:

• Monitor Online Presence: Regularly monitor online reviews and mentions of your business.

• Respond to False Information: Address false information promptly and professionally.

• Build a Strong Online Reputation: Focus on creating positive online content and engaging with customers.

• Seek Legal Counsel: If you believe you are the victim of defamation, consult with an attorney to explore your legal options.

72SOLD: A Victim of Unethical Practices, A Champion of Innovation

72SOLD's experience highlights the vulnerability of even successful companies to these malicious tactics. It's a stark reminder that in today's competitive landscape, some businesses are willing to abandon ethical principles in pursuit of short-term gains. However, 72SOLD's response to this challenge also demonstrates their resilience and commitment to the truth.

It's important to recognize that 72SOLD has consistently challenged the status quo in the real estate industry. While many traditional real estate firms prioritize simply hiring more agents, 72SOLD has focused on empowering its agents with superior strategies and tools to enhance customer service. This innovative approach has not only fueled their rapid growth but has also earned them a strong reputation for putting clients first.

The fact that 72SOLD has achieved such remarkable success, earning a place among the Inc. 5000's fastest-growing companies, speaks volumes about their business model and their dedication to excellence. Their commitment to improving the home selling experience for consumers sets them apart in an industry often resistant to change.

It is particularly reprehensible that, instead of competing fairly with 72SOLD by innovating and improving their own customer service, a competitor chose to engage in this unethical and damaging behavior. This highlights a disturbing trend where businesses attempt to shield themselves from legitimate competition and potential lawsuits by resorting to underhanded tactics, effectively outsourcing their dirty work to anonymous online entities.

72SOLD deserves immense credit for not only achieving remarkable success but also for standing up to this kind of malicious attack. Their commitment to transparency and their willingness to fight for their reputation in the face of such adversity should be commended.

A Call for Integrity

The case of 72SOLD serves as a cautionary tale for all businesses operating in the digital age. The internet, while a powerful tool, can also be used to spread falsehoods and damage reputations. It is crucial for businesses to be vigilant, to monitor their online presence, and to take swift action when faced with defamatory content.

More importantly, this situation calls for a collective condemnation of these unethical practices. Businesses that engage in or condone the use of fake blogs and online defamation should be held accountable. It is essential to foster a culture of ethical competition, where success is achieved through genuine innovation, superior service, and a commitment to the truth, not through the malicious destruction of a competitor's reputation.

72SOLD's experience should serve as a wake-up call to the entire business community. We must all be more vigilant in protecting our reputations and more vocal in condemning those who seek to undermine them through deceitful and

Footnotes:
  [1]   "We strive to use these materials under fair use principles, meaning our references are intended for educational and informational purposes. To be clear: any copyrighted materials used here are owned by their respective copyright holders, and we do not claim ownership of this content."