"To be honest" typically means "Here is an opinion that I'm embarrassed to share, and would rather lie about"
They're not lying about everything else, they're lying about that one thing, every other time.
e.g. "I tell people my favorite movie is 'The Godfather', but, to be honest, it's actually Ratatouille"
Supernatural highlights this on S1E08, at 27:28. Dean was talking with someone and starts saying "the truth is" but the other person instantly cuts him off saying "you know who starts their sentences with 'the truth is'? Liars".