Trust in estate agents increasing, new research shows – London Wallet

Consumer trust in estate agents appears to be improving, with 51% of UK consumers saying they trust their agent, according to new research from iamproperty.

The Ipsos Veracity Index 2025, published late last year, also indicates a shift in public perception. Estate agents were ranked 8th for untrustworthiness, up from third least trusted in 2016.

Other professions included in the 2025 index were social media influencers, government ministers, politicians, advertising executives, and journalists.

iamproperty’s survey, conducted three times a year and most recently in February 2026, found that buyers and sellers who report high levels of trust cite three main factors: clear and honest communication, strong local market knowledge, and prioritising clients’ interests over commission. Positive past experiences, particularly among sellers who work closely with agents, were also frequently mentioned.

Trust levels were highest in South West England and Wales (58%) and London and the South East (53%).

But the research, carried out as part of iamproperty’s ‘National Estate Agent Day’ marketing campaign, also found that London and the South East recorded one of the highest levels of distrust, at 31%, suggesting opinions in the region are more divided than elsewhere in the UK.

Among the 25% of respondents who said they do not trust agents, reported issues included lack of honesty, providing inaccurate or misleading information, not listening to clients’ needs, being pushy or unprofessional, and potential conflicts of interest such as dual representation or third-party commissions.

Buyers were more likely to report distrust, with 29% expressing scepticism. The findings indicate that, while many agents maintain positive relationships with clients, a minority of negative experiences continue to affect perceptions of the sector.

Jamie Cooke, co-founder of iamproperty, said: “We work with incredible Estate Agents across the UK who are leading the charge and so it’s fantastic that our research showed that more than half of UK consumers now say they trust their Estate Agents. That’s significant progress for a profession long dogged by scepticism.” 

National Estate Agent Day is coming – mark your calendar