How to Spot Fake Equipment Dealerships and Avoid Scams

The world of online equipment sales is full of great deals—but sometimes, those deals are too good to be true. At Messick’s, we recently encountered a case where a customer was scammed out of over $11,000 after wiring money for a utility vehicle that didn’t exist. Unfortunately, online fraud in the equipment industry is becoming more sophisticated, with scammers setting up fake dealership websites complete with AI-generated images, stolen listings, and deceptive business practices.

In this article, we’ll break down a real example of an equipment scam, show you the red flags to look for, and give you tips to ensure you're buying from a legitimate seller.

A Case of Equipment Fraud

A customer reached out to us after purchasing a 2019 Kubota RTV-X1100 online from what appeared to be a legitimate dealership. The website looked professional, had a well-structured inventory, and even showcased a unit that seemed to be a great deal—too great, in fact. The buyer wired the money, but after the transaction, they started to feel uneasy. As they dug deeper, they realized the entire dealership was fake.

Upon further investigation, we found that the website used stolen photos from our own dealership and even copied the design of well-known listing platforms like TractorHouse. The scammer had also set up multiple fake dealership websites under different names but using the same contact information, AI-generated marketing images, and misleading claims about their business.

Red Flags to Watch For

If you're shopping for equipment online, here are some key warning signs that should make you pause before sending any money:

1. Prices That Are Too Good to Be True

If a deal seems unbelievably good, it probably is. In this case, the Kubota RTV was listed for $3,850—far below the $21,000+ market value for that model. Scammers use low prices to create urgency and pressure buyers into making fast decisions.

2. AI-Generated or Stolen Images

Scammers often use AI-generated photos or steal images from real dealerships. Look closely at images—do they appear oddly blurry, with distorted text on the equipment? AI-generated photos often have inconsistencies, such as incorrect model numbers or extra fingers on hands.

3. Spelling and Grammar Mistakes

Legitimate dealerships have professional marketing teams that ensure clear communication. Fake sites often contain awkward phrasing, misspelled words, or strange sentence structures. Even the website header in this scam contained errors like "info customers," which wouldn’t pass a basic review.

4. No Verified Online Presence

A quick Google search of the dealership’s name and address can reveal a lot. If their address leads to a small business that doesn’t match the equipment being sold, it’s a major red flag. Also, check if their phone number is listed under multiple "dealerships"—a common trick scammers use to create multiple fake businesses.

5. Payment Methods That Offer No Protection

Scammers push for wire transfers or ACH payments, which are nearly impossible to recover once sent. A reputable dealer should accept safer payment options, such as credit cards or business checks, which provide some level of protection.

6. High-Pressure Sales Tactics

Fraudsters will often rush you into making a payment, claiming that the deal will disappear if you don’t act fast. A trustworthy seller will give you time to research and verify the deal.

How to Protect Yourself from Scams

Now that you know the red flags, here’s how you can stay safe while shopping for equipment online:

✅ Verify the Seller – Check online reviews, visit their official website, and call them directly using a number from a trusted source (not just the website).

✅ Request Additional Photos and Videos – Ask for photos of specific parts of the equipment, such as the engine or serial number plate. Scammers usually can’t provide them.

✅ Check for a Physical Address – Use Google Maps to verify the dealership’s location and compare it to their website claims.

✅ Use Secure Payment Methods – Avoid wire transfers. Use a credit card or escrow service whenever possible to ensure some level of buyer protection.

✅ Trust Your Instincts – If anything feels off—whether it’s the communication, the website, or the deal itself—walk away.

Be Careful Online

Equipment scams are becoming more sophisticated, and it's important to stay vigilant when making online purchases. At Messick’s, we care about our customers and the integrity of the industry. If you’re ever unsure about a seller, take the time to research and verify before making a payment.

If you’ve had a suspicious experience or need advice on verifying a seller, feel free to reach out to us. We’re here to help!