Estate agents will need to rely increasingly on trust and customer relationships to differentiate themselves as AI makes sophisticated technology and branding available to almost anyone, according to speakers at the Kerfuffle Conference 2026.
The conference, held under the theme Built on Trust, examined how agencies can maintain credibility as AI and proptech become more widely adopted across the industry.
Kerfuffle’s Simon Whale (main picture) says advances in AI mean businesses can increasingly present themselves with the appearance and technology of much larger organisations – without necessarily demonstrating that they can deliver the same quality of service.
That makes evidence of customer satisfaction and an agent’s ability to deliver consistently increasingly important.
TRUST DIFFERENTIATOR
Whale says: “What I didn’t realise is how pertinent the trust element would be. The level of Ai we’re all witnessing has increased exponentially since the first quarter of the year, and while any bedroom enthusiast can present themselves as an Apple-esque business, being able to demonstrate you can deliver on that is much harder.
“That’s why trust, as it always has been, is going to be more important than ever, to show that behind the shiny brand or tech a business can deliver.”
The theme was echoed by several speakers.
Clare Yates told delegates: “And trust isn’t a transaction. It’s a responsibility.”
Former Porsche GB Chief Executive Officer Kevin Gaskell urged businesses to be open about their strengths and weaknesses, saying: “There’s only one version of the truth.”
He also argued that strong businesses need cultures where employees feel listened to and supported, adding: “People’s best work cannot be taken, it has to be given.”
DATA AND RELATIONSHIPS
Josh Phegan questioned where agents can differentiate themselves if competitors increasingly have access to the same technology and data.
He says: “We live in a world where proptech and Ai want to sell you intent data or data. There’s a whole group of people out there that will tell you, these people clicked on this and did this. If everyone’s got the intent, then who’s got the relationship to do something with it?”
The challenge for agents, therefore, is whether technology improves the customer experience or simply sits on top of existing weaknesses in their businesses.
Toby Martin told delegates: “Find the potholes in your service. Aggressively fill them in.”
And Tony Morris warned that technology, ideas and conference inspiration ultimately depend on execution by agency staff.
He says: “Guys, this doesn’t work unless your team implements it.”
Whale says the conference’s focus on trust was originally intended to recognise agencies receiving consistently strong customer reviews, but became increasingly relevant as the adoption of AI accelerated during the year.
