Estate agents with review scores of 4.5 stars or higher are winning substantially more instructions and completing more than twice as many property sales as lower-rated competitors, according to new industry research.
Analysis published by Trusted Agent, operated by Kerfuffle, found that highly-rated agents complete 2.3 times more property sales than those with review scores below 4.5 stars.
The research suggests that reputation is becoming an increasingly important commercial asset for estate agents, influencing not only consumer choice but also business performance.
The findings show that agents with stronger review profiles win 77% more new listings and retain 29% more of those instructions through to completion compared with lower-rated rivals.
REPUTATIONAL PROFILES
The data forms part of Trusted Agent’s new Reputation: State of the Nation report, which analysed review information collected over a two-year period between May 2024 and May 2026.
Using aggregated data from multiple review platforms including Google, Trustpilot, Facebook, Feefo and Yell, the study created reputational profiles for estate agency offices across the UK.
The findings come at a time when agents are facing increasing competition for instructions and are investing heavily in technology, marketing and lead generation to secure new business.
Trusted Agent argues that consumer reviews are becoming increasingly influential, not only because vendors and landlords actively use them when selecting an agent, but also because review data is increasingly being surfaced through AI-powered search tools.
BIGGER PICTURE
Simon Whale (main picture), Founder of Kerfuffle, says: “These awards let the data do the talking on behalf of buyers, sellers and landlords to recognise the agents consistently delivering the best client experience.
“Our algorithm is proprietary and looks at the full picture, including quality, consistency, engagement and how an agent’s reputation is trending over time. Recent reviews carry more weight because trust has a shelf life.
“We also assess how agents respond to reviews and their presence across multiple platforms, rewarding those genuinely going above and beyond for clients right now.
“To ensure agents receive the recognition their service levels deserve in future, we encourage all agents to claim their ViewAgents profile to ensure they’re fully represented on the platform.”
SHINING A SPOTLIGHT
And he adds: “Only those who consistently deliver exceptional service and rank in the top 10% nationally are recognised.
“The thing I love about these awards is we’re not asking agents to do anything extra for the chance to win a prize.
“We’re just shining a spotlight on those who show a commitment to customer service. All we’re saying is: ‘this is how agents are increasingly viewed by the public online and across AI tools’. We’re giving agents the toolkit to win the business their service levels deserve.”
Trusted Agent has also launched an interactive map allowing agents to compare review performance by postcode area and benchmark themselves against local competitors.
