Trust in estate agents has reached its highest level since the profession was first measured by the Ipsos Veracity Index, with 37% of the public expressing confidence in 2024 compared to just 28% the previous year.
The new figures marked a significant shift for an industry long associated with public scepticism, but experts say the challenge now is to build on this progress rather than take it for granted.
Property expert Sally Lawson said the findings represented an important milestone but warned that trust remained “the number one factor when anyone buys anything” and that agencies “can’t rest on their laurels.”
She noted that estate agents had moved “from being in the bottom five least trusted industries to now beating the likes of journalists, politicians and advertising execs” but that common causes of distrust, such as poor customer service, lengthy response times, a perceived lack of transparency, and profit-driven practices, still needed to be addressed.
Lawson urged agencies to focus on “smoother communications” by improving how they respond to clients, potentially using AI tools such as Letty or virtual assistants to reduce delays and keep customers updated throughout the process.
She also encouraged firms to “embrace technology” more broadly, from electronic signatures and trackable property management systems to video conferencing, which she said could help “boost convenience” and build stronger relationships.
She stressed the importance of “social proofing” in an increasingly online-first marketplace, warning that a lack of digital presence, poor Google reviews or missing customer testimonials could undermine hard-won gains in public trust.
She added: “Trust in the sector is heading in the right direction, but to maintain the momentum it’s vital that agency owners focus on enhancing the entire customer journey.
“By making it more transparent, seamless, and memorable, agents can continue to build trust at every single step. And those who adopt the right tools to support them will stand head and shoulders above the rest.”
