Estate agents who disclose property flaws upfront may gain commercial advantage in a sector where consumer trust remains below 35%, according to behavioural research and industry data.
The approach recalls Roy Brooks, a South Kensington-based agent who operated from the 1960s onwards, writing property advertisements that openly described defects. A derelict Pimlico house was described as reeking of damp with plaster falling from walls and daylight visible through the roof. Brooks reported that his business tripled after adopting this approach.
“There have been so many lies about housing that if you simply tell the truth you get a disproportionate response,” Brooks stated at the time. “We find it pays to disclose the worst. We are still selling houses faster than we can get them.”
Psychology of disclosure
Research into two-sided advertising, where businesses acknowledge downsides alongside benefits, shows that limited negative disclosure can improve brand perception. The blemishing effect, documented in consumer psychology studies, indicates that a single flaw in an otherwise positive description can increase trust, particularly when the negative information appears after positive details.
The mechanism requires three conditions: demonstrated competence, limited rather than fatal flaws, and voluntary disclosure. Brooks met these criteria by combining frank descriptions of defects with market knowledge, often noting that renovated comparable properties nearby had sold for significantly higher prices.
Current trust levels
Estate agents recorded 32% trust in Ipsos’s 2025 Veracity Index, down from 37% in 2024, though above the 30% recorded in 2018. A 2026 mover survey found 51% of respondents trust their agent to act in their best interests.
The trust deficit exists alongside disclosure gaps in property marketing. A 2025 HomeOwners Alliance audit of leasehold properties on major portals found that whilst almost all stated tenure, only 62% mentioned service charges, 49% provided ground rent details, and 9% stated the next ground rent review date.
The disclosure pattern contrasts with developments in prime city markets, where detailed financial information has become standard practice. The approach also differs from transparency requirements in other property sectors, including student accommodation where regulatory changes have increased disclosure obligations.
Market implications
Historical examples of candour-based marketing extend beyond property. Volkswagen’s 1960 ‘Lemon’ advertisement showed a Beetle rejected from production due to a glovebox chrome blemish, positioning quality control as a selling point. Avis car rental used the slogan “We’re only No.2. We try harder” to acknowledge market position. Domino’s Pizza reported a 14.3% sales increase in a single quarter after publicly acknowledging and addressing recipe problems in 2010.
The pattern suggests that in low-trust sectors, voluntary disclosure of minor negatives can strengthen credibility of positive claims. However, research indicates the effect reverses when negative information becomes excessive or when the disclosing party lacks demonstrated competence.
The data indicates that estate agents operating in a sector with trust levels below one-third of consumers may find commercial advantage in transparency, provided disclosures are limited and paired with demonstrated market knowledge. The approach remains uncommon in current UK property marketing, with most listings omitting key financial details even where legally required information is provided.
