by Marc Cottrell 
Changing the Perception of Estate Agents – One Relationship at a Time
It’s no secret that estate agents haven’t always enjoyed the best reputation. In fact, recent data from the MORI IPSOS Veracity Index – an annual poll that tracks public trust in various professions – places estate agents among the five least trusted, alongside journalists, advertising executives, government ministers, and politicians. Just 30% of British adults in the most recent survey said they trust estate agents to tell the truth.
That’s a sobering figure for anyone in our profession. But more importantly, it’s a wake-up call.
The question we must ask is: Why is this perception so entrenched, and more crucially, how do we begin to change it?
Understanding the Problem
To understand where this mistrust comes from, we need to look beyond personalities and into the structures of traditional estate agency models.
Estate agents, by and large, are not dishonest or uncaring people. In fact, most are hardworking individuals who genuinely want to help their clients move home with as little stress as possible. But the issue often lies in the model itself – particularly how agents are incentivised and rewarded.
In many cases, agents receive only a small fraction of the commission paid by the seller. Let’s break that down: if a seller agrees to a 1.5% fee on a £300,000 home (a total fee of £4,500), the agent themselves might take home just £225. That’s £225 for what could be six months of work, managing viewings, negotiations, and legal coordination.
This kind of remuneration structure doesn’t always reward long-term thinking or client-first behaviour. Instead, it can unintentionally encourage short-term goals or transactional mindsets. That’s where some of the perceived pushiness or lack of transparency can stem from.
Shifting the Focus: From Salesperson to Trusted Advisor
So, how do we begin to change the narrative?
For me, it starts with redefining the role of the estate agent. We must move away from the image of the fast-talking, commission-chasing middleman and instead become what today’s clients truly need: a trusted advisor.
This means:
- Building relationships, not just pipelines. The best agents take time to understand their clients’ goals, concerns, and values. They offer thoughtful guidance, not just marketing patter.
- Being transparent and consistent. Trust grows when people feel informed, empowered, and never pressured.
- Prioritising long-term reputation over short-term wins. A trusted advisor knows that referrals, repeat business, and community respect are worth far more than a single quick sale.
- Investing in the customer experience. Whether that’s clearer communication, honest feedback, or going the extra mile during difficult stages, service is everything.
A Personal Commitment
I’ve spent my career striving to be more than just an agent who helps people move. My aim is to be a trusted partner, someone who clients can turn to for honest advice, local expertise, and unwavering support throughout their property journey.
By operating with integrity, professionalism, and care, we can begin to shift perceptions. Not overnight, but steadily, one client, one conversation, and one successful move at a time.
If you’re thinking about moving or simply want to talk about your options with someone who has your best interests at heart, I’d love to start that conversation.
Together, we can change the way estate agents are seen, by proving what great agency should look like.
