Building Trust, One Step at a Time
The latest Ipsos Veracity Index reveals that trust in estate agents has reached its all-time-high since they were first included in the survey, with 37% of the public expressing confidence in 2024 compared to just 28% the previous year.
But there’s still more to be done to keep on the upward trend according to property expert Sally Lawson, who says that building trust should be one of the top strategic priorities of any letting and estate agency.
“It’s great news that estate agents have moved from being in the bottom five least trusted industries to now beating the likes of journalists, politicians and advertising execs. But trust is still the number one factor when anyone buys anything, so they can’t rest on their laurels.
“If we think about the top reasons why distrust remains, it’s usually down to poor customer service, lengthy response times, a perceived lack of value and transparency, and profits over interests. And there are a few simple ways to work on improving all of these areas:
Smoother Communications
Improving the way an agency communicates with clients will have a knock-on effect on the entire customer journey experience. Whether it’s about reducing response times – which can be aided through AI tools like Letty, or virtual assistants – or providing more updates throughout the process. Look at how you deal with any communications you provide and think about how they could be improved (including what tools you might need in place to support).
Embrace Technology
Like AI tools and virtual assistants, making use of technology is vital. From electronic signatures to trackable property management systems and video conferencing. These can all help boost convenience for both them and you, plus build rapport through face-to-face (even if virtual) rather than using faceless and impersonal emails.
Social Proofing
The majority of people find their would-be providers online, so what’s the first thing they’re going to see when they search for you? If you’re lacking an online presence, have poorly-rated Google Page reviews, or non-existent customer testimonials, the trust won’t build itself.
“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.”
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