Forget naturally the agency publicity ("We are no. 1..." etc.), forget especially the "reviews" on travel sites, as they are a hype, the editors select the very bad ones of difficult people, or the very good ones, just to make their sites more alluring, without allowing replies of the agents. Moreover when the reviews are good, they are frequently in cahoots with the agency.
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They are also a bad criterion. In fact on one hand they are ineffective as they can be deceivingly manipulated by bad people, and on the other hand they violate the privacy of good people. Moreover, they cannot be part of the regular working process of an popular agency, with high turnover of inquiring clients.
TWO GOLDEN RULES(1) Avoid internet sites and agencies which are "portals", IE which simply collect and publish publicity of apartments and villas. Prefer agencies and web sites representing selected (consequently limited) properties, which they know and handle *directly*. An agency of this tipe is Roman Homes www.romanhomes.com
(2) Evaluate how the vacation rental company will interact with you. In other words, evaluate how reliable they seem, how informative they are, thus how trustworthy and professional they result. Remember, in the end you have *people* on the other side offering you a service (which includes *also* an apartment or villa rental), what you are actually buying is their expertise and professionalism.
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