How To Be The Estate Agent People Trust
Rightly or wrongly, some professions are viewed with distrust by the public. Sadly, it is likely that the estate agency industry, and estate agents, falls under this banner.
As you know, there are many fantastic people operating in this sector. Also, it is an industry with a lot of traditions and things most buyers and sellers are unaware of, which naturally causes some distrust.
However, it would be wrong for estate agents to not acknowledge there is a level of distrust in what you do from the people you try to help.
There are some estate agents who are bad at their job, and these professionals put people’s deals at risk. There is also a miniscule amount of malicious estate agents. Even though these people are significantly outnumbered by good professionals, all it takes is one bad apple, and the rest can be tainted in the eyes of the public.
You can be the agent people trust
It is important that estate agents acknowledge this lack of trust, and take steps to turn it around. Being a member of an industry body is helpful, as is doing good work every day. When you provide clients with a great service, and they share reviews and spread the word about what they loved about your work, you stand out for all the right reasons.
And this is where estate agents can benefit.
If there is natural mistrust about your sector, but you are seen as a trusted professional in your local area, you are the estate agent people will call on and recommend.
At Agent Media, we can’t do a lot to make you a trustworthy estate agent, this is all down to you. However, if you are a dependable agent, and you want to be known for this, we are ideally placed to ensure you connect with people keen to hire a reliable and dependable agent.
Do estate agents have a bad reputation?
You might be able to shrug off the reputation that estate agents supposedly have, believing it to be an old myth that lingers on. Sadly, there have been various studies which confirm that people in the UK have a lack of faith and trust in estate agents.
A study carried out by Move iQ spoke to more than 1,000 people to develop an understanding of what people felt about the property market.
Only 14% of respondents trusted estate agents to inform them of any negative aspects of a property.
The survey also found that 74% of respondents don’t believe there is enough independent support and advice for property buyers.
Another study makes grim reading for estate agents
There has also been a study by YesHomebuyers, a home-buying platform, which makes for grim reading if you are involved in the property market.
Their study found that 1% of respondents think estate agents are trustworthy. This is sadly the same percentage of respondents who trust bankers, and less than the percentage who trust lawyers, 3%, and traffic wardens, 2%.
If there is any consolation for estate agents, 0% of respondents trusted politicians, so it isn’t the worst profession!
Matthew Cooper is the founder and managing director of Yes Homebuyers, and in a statement shared by Property Industry Eye, he said; “There’s no doubt that the pandemic has impacted the way we feel about certain professions in society with those working tirelessly on the front line by far the most respected and trusted by the public. In contrast, those at the helm have fared far worse and you can’t really blame the public for having this perception of politicians generally, let alone based on their handling of the pandemic.”
Matthew Cooper concluded by saying; “It’s perhaps more surprising to see estate agents are still getting such a rough deal. The stamp duty holiday has caused a huge influx of buyers and the nation’s army of estate agents have been the ones working tirelessly to facilitating these sales despite huge market backlogs building at the back end of the transaction process.”
What attributes do people value in estate agents?
The same study by YesHomebuyers highlighted qualities that build trust with the general public, and the three most important factors were:
- Honesty was cited by 67% of respondents
- Knowledge was cited by 15% of respondents
- Respectfulness was named by 8% of respondents
If these are the factors people value and want to see in a professional, it is vital that you draw on these elements with your social media posts and website content. This is an area where Agent Media can help you.
How do you post to build trust?
As we have already said, the most important step in building trust is by being trustworthy. You should look to do as much as you can to make your existing clients feel trust in you, because their testimonials and reviews are the platform for showcasing your value and merit.
The importance of social proof cannot be overstated in the current climate. A genuine and positive review from a previous or existing customer is likely to be more helpful than 10 or 20 posts where you state what you offer to clients.
People want to know the service they will receive from you, and the biggest barometer of this is the service people like them have received. Therefore, if you have received positive reviews, you need to share these with the world.
Have a Reviews page on your website, make sure you are set up on Google to showcase your reviews, allow reviews on social media pages, and share these reviews.
The more social proof you offer, featuring people talk positively about you and the services you offer, the better.
After this, you need to get across reasons as to why people should trust you. You need to create and share posts which:
- Show you are a local agent who knows and cares about the local community
- Detail your knowledge of the local housing market, what buyers want and how vendors can connect with these buyers
- Share information about local house prices, trends and property values
These different areas should be the platform for building your social media presence, and at Agent Media, we are more than happy to assist you. We are pleased to say we have assisted many estate agents, creating website, blog and social media content that builds a brand, and helps you connect with your audience.
If you are an estate agent looking to be known as the estate agent people trust, you need to show your value as an agent. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.
If you want to become the local estate agent people rely on, and ultimately, sell homes in a challenging time, contact us today.