A substantial gap has emerged between what estate agents promote and what consumers value when selecting an agency, according to new research examining professionalism standards in the property sector.
Part Five of The Voice of the Agent series, released by We Are Unchained, combines industry and consumer data to analyse qualifications, trust, regulation and competitive advantage in estate agency. The research concludes that while professionalism is increasingly expected by both agents and consumers, the sector has not consistently embedded it into daily practice.
Qualifications and standards
The report found that 74% of agents believe formal qualifications should be required to operate in estate and lettings agency, with 75% of consumers in agreement. This alignment suggests the debate has moved beyond whether professionalism matters to whether the sector’s structure matches evolving expectations.
Simon Leadbetter, founder of We Are Unchained and curator of The Voice of the Agent, said the industry continues to treat professionalism as an emerging issue when consumers already assume minimum standards should exist. He noted that as technology increasingly commoditises listings and information access, the commercial value of agents is shifting towards trust and expertise.
The UK maintains relatively low barriers to entry compared to major markets including the US, Australia, France, Japan and Canada, where licensing and continuing professional development are more widely established. This structure exists alongside lower fee structures than those international markets.
Trust deficit persists
According to Ipsos-MORI Veracity Index data cited in the report, only 32% of the public generally trust estate agents to tell the truth. However, among consumers with recent experience of working with agents, 61% said they trusted them to some extent to act in their best interests, rising to 65% among homeowners and private tenants.
The research indicates consumers often trust individual agents while remaining sceptical about the profession overall, creating what the report describes as a commercial contradiction. This dynamic occurs as alternative agency models continue to expand across the sector.
Service factors outweigh marketing
The report challenges assumptions about what secures instructions. Factors commonly emphasised by agencies, including office presence, brochures, video marketing and competing on the lowest fee, ranked behind practical measures linked to confidence and service quality.
Communication, responsiveness, local credibility, guidance and perceived competence emerged as the strongest drivers of consumer choice. Brand recall data showed consumers typically remembered only slightly over three agency brands operating in their local market, reinforcing the importance of consistent reputation and visibility.
The findings suggest differentiation may increasingly come from demonstrating expertise and reliability throughout the customer journey rather than from marketing assets. This shift comes at a time when market conditions continue to present challenges for the wider property sector.
The research indicates that as technology commoditises information access, agents face pressure to demonstrate value through professional standards and service quality rather than traditional marketing approaches.
