More than half of UK consumers now say they trust estate agents according to new research released to coincide with the launch of National Estate Agent Day.
The study by iamproperty found that 51% of buyers and sellers say they trust estate agents to act in their best interests – a notable milestone for a profession long associated with scepticism.
The findings appear to reflect a broader improvement in public perception. The latest Ipsos Veracity Index ranked estate agents eighth for untrustworthiness in 2025, a marked improvement from 2016 when the profession was the third least trusted in Britain.
iamproperty’s consumer survey, conducted three times a year and most recently in February 2026, suggests changing expectations and improved service standards may be driving the shift.
HONEST COMMUNICATION
Respondents who reported high levels of trust cited upfront and honest communication as the most important factor, followed by strong local market knowledge and agents putting clients’ interests ahead of commission.
Sellers in particular reported positive experiences, often reflecting closer working relationships during the transaction process.
Trust levels were strongest in South West England and Wales (58%) and in London and the South East (53%).
However, the capital and surrounding regions also recorded one of the highest levels of distrust at 31%, indicating a more polarised market.
Overall, 25% of consumers said they still do not trust estate agents. Among buyers, scepticism was more pronounced, with 29% reporting distrust.
Common complaints included lack of transparency, misleading information, pushy behaviour and perceived conflicts of interest.
IMPROVING STANDARDS
The results highlight a divided narrative within the sector: while many agents appear to be improving standards and consumer experiences, a minority continue to reinforce negative perceptions.
To mark the progress and recognise agents raising professional standards, iamproperty has launched National Estate Agent Day, held for the first time today (26 February, 2026).
The initiative aims to celebrate the role of estate agents and highlight those delivering high-quality service across the UK.
SIGNIFICANT PROGRESS
Jamie Cooke (main picture, inset), Co-Founder of iamproperty, says: “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.
“We launched National Estate Agent Day to celebrate all the brilliant but often unnoticed work that goes on.
“We should absolutely congratulate the majority of estate agents who are winning trust. At iamproperty we are proud to be supporting these agents to be able to deliver great experiences.”
