NO REFLECTION

I'm probably missing a simple thing here but I cannot remove reflection from materials that should not be reflecting.

Example - I have a cementitious (cement based, rough textured, non-reflective) surface finish on a wall. It is currently reflecting objects and material that are nearby. The reflectivity of the material is set to zero though. How can it still be reflecting? (see the headboard in the attached image. Same problem with the fabric on the bed)

Switching off my single reflection probe (even though it's not transitioning that far) doesn't help.