Trust Isn’t Earned by Accident – It’s Engineered

Why Estate Agencies Must Take the Lead in Rebuilding Public Confidence

In a post-truth world awash with scepticism and social fragmentation, trust is no longer a passive reward for simply turning up. If you’re not building trust on purpose, you’re probably losing it without realising.

According to the 2025 Edelman Trust Barometer, 61% of people feel a moderate or high sense of grievance - a belief that institutions like business, government, and the wealthy are only serving their own interests and leaving ordinary people behind. In the UK, this disconnect runs deep: just 39% of the general public trust institutions to “do what is right.” It’s not just apathy, it’s a feeling that the system is rigged, and that business is part of the problem rather than the solution.  

Closer to home, estate and lettings agencies aren’t immune from these sentiments - the uncomfortable truth is that we are not a widely trusted profession. Consumers and landlords alike are navigating cost-of-living pressures, digital overload, and polarised messaging. At the heart of their decisions is a simple question: “Can I trust you with this major life step?”

The data tells us clearly - business remains the most trusted institution globally at 62% (compared to 58% for NGOs, 52% for government, and 52% for media). But that trust is conditional. When grievance rises, business faces an 81-point drop in perceived ethics and a 37-point decline in perceived competence.

In other words, if we don’t intentionally build trust, we risk watching it collapse beneath us.

Beyond The Transaction: How Agencies Can Build Trust

As estate agents, we operate at one of life’s most emotional intersections—where money, family, and aspiration collide. This gives us a unique opportunity (and responsibility) to be a force for good. Here’s how we can step up:

1. Humanise Your Brand Trust doesn’t live in logos, but in people. Let the personality of your team shine through on social media, in videos, and during client interactions. Put names to faces. Share stories, not just stats.

2. Communicate Proactively and Transparently In a climate where 70% believe business leaders purposely mislead people, it’s not enough to be honest - you have to show it. Use plain language in your contracts. Explain your fees before being asked. Share market insights without spinning them to your favour.

3. Deliver Value Beyond the Sale The most trusted businesses, according to Edelman, are those seen as solving societal problems. What if your agency became known for educating first-time renters, supporting local housing initiatives, or dedicating resources to charitable causes?

4. Train Your People to Represent Your Values Trust isn’t just a strategy - it’s a skillset. Invest in training that goes beyond compliance and teaches empathy, communication, and community engagement.

5. Make Your Clients Feel Heard 2025 data shows that people are more likely to trust those who “understand what people like me need and want.” Listening is now a business advantage. Use surveys, reviews, and simple follow-up calls to learn - and then act - on feedback.

   
   

Grievance vs. Optimism: Where Estate Agents Can Tip the Scales

What’s striking in the 2025 report is the relationship between trust and hope. Those with high institutional trust are 5x more likely to be optimistic about their family’s economic future than those with low trust. In other words, trust is the gateway drug to optimism - and optimism fuels action, investment, and growth.

In an industry built on future plans - moving, upsizing, relocating - our clients’ willingness to move forward depends heavily on whether they believe in the people guiding them.

The Bottom Line

You can’t automate trust. You can’t buy it with PPC ads. You build it, bit by bit, brick by brick. As the 2025 Edelman report puts it: "With trust, optimism overpowers grievance."

For agencies looking to grow sustainably in a fragile market, trust isn’t just a nice-to-have - it’s the strategy.