Trust in estate agents is on shaky ground, particularly among younger sellers. A recent survey reveals fewer than half of 18 to 34-year-olds trust agents to accurately value their homes. Compare this to 65% of 35 to 54-year-olds and nearly 75% of those over 55, and it’s clear that estate agents are struggling to build trust with the next generation. 

Why young sellers distrust estate agents

The survey sheds light on why younger sellers are hesitant to work with traditional estate agencies. The bottom line? Many felt their agents didn’t meet their expectations.

• 12% said agents over-promised and under-delivered.
• 13% felt agents slowed their sales by overpricing their homes.

But the distrust runs deeper than just unmet assurances. Younger sellers have grown up in a world of digital convenience, where speed, transparency, and access to information are the norm. They’re accustomed to having control over processes through apps and online platforms. Unfortunately, many traditional agencies are perceived as falling short in these areas. So, what can agents do to address this disconnect and rebuild trust?

Leverage technology to enhance the user experience 

Younger generations have grown up with tools and platforms that offer speed, simplicity, and real-time updates. The property transaction process can feel clunky and outdated in comparison.

What can agents do to meet the demand for greater transparency, speed, and simplicity? 

• Integrate online tools: Offer free online valuation tools on your website. While these tools should be positioned as a starting point, they demonstrate a willingness to embrace technology and meet clients where they are.
• Use compliant onboarding systems: Simplify the client onboarding process with tools that ensure AML compliance while reducing paperwork and delays (e.g. digital ID verification and secure document uploads).
• Provide real-time updates: Use customer portals or apps to inform sellers about viewings, feedback, and offers. Younger clients value being kept in the loop without having to chase for updates.

A word of warning: While technology delivers undoubted benefits to the sector, it also brings fresh challenges like data privacy, security, ethical use of AI, and regulatory compliance. By ensuring all technology aligns with compliance standards and prioritising secure, ethical practices, agents can deliver the transparency and convenience younger sellers demand while safeguarding trust and reputation.

Emphasise speed and efficiency

The property market is notorious for its reliance on lengthy, paper-based processes. To tech-savvy younger generations, this can feel inefficient and frustrating. The time it takes to complete a sale is a key reason people find home moving stressful. And it’s not just homemovers who are fed up – estate agents frequently cite transaction delays as one of their biggest bugbears. 

How can agents speed up the antiquated, analogue home-buying process?  

• Streamline communication: Use modern tools to speed up interactions between agents, buyers, and solicitors. Tools like e-signatures for contracts and digital ID verification can reduce delays. These methods save time and ensure compliance with AML (Anti-Money Laundering) regulations by creating a secure, traceable process.
• Digitise document handling: Replace paper-heavy processes with digital alternatives. Cloud-based platforms for document sharing and signing can drastically cut down the time spent waiting for physical paperwork, ensuring transactions move forward without unnecessary delays.
• Improve chain management: Proactively communicate with all parties – buyers, sellers, conveyancers, and mortgage providers – to resolve issues before they escalate and cause delays. 

Of course, rushing through key steps like client onboarding, AML checks, or buyer credential verification can expose your agency to significant risks, including fines and reputational damage. However, with the right tools and a compliance-first mindset, estate agents can deliver a faster, smoother experience without sacrificing trust or accuracy.

Tailor your marketing for younger audiences

Younger sellers are less likely to respond to traditional marketing tactics. Instead, they engage with brands that speak their language, connect with their values, and offer an authentic, relatable experience. Modern marketing strategies must adapt to their expectations by focusing on transparency, education, and storytelling.

Here’s what that might look like: 

• Social media presence: Use platforms like Instagram and TikTok to showcase properties, share market updates, and humanise your brand. 
• Create educational content: Blogs, videos, or guides can help demystify the selling process. Topics like “How to Get the Best Price for Your Home” or “What to Expect When Selling for the First Time” resonate with younger sellers, many of whom are navigating the process for the first time.
• Highlight shared values: Younger generations are often driven by ethics and sustainability. Showcase green initiatives, energy-efficient homes, or charitable work your agency supports to build a connection.

Show social proof and client success stories

Younger sellers are heavily influenced by reviews and testimonials. They want to know others like them have had beneficial experiences with your agency. A positive online presence, backed by client success stories, can make all the difference.

How can agents showcase social proof?

• Highlight favourable reviews: Share testimonials from younger clients across your website, social media, and Google Business profile.
• Encourage reviews: Actively ask satisfied clients to leave reviews. A solid online reputation can tip the scales for sceptical sellers.
• Use case studies: Create compelling stories about how you’ve helped young sellers navigate challenges and achieve great results.
• Feature user-generated content: Encourage clients to tag your agency in social media posts or share their experiences online. Repost their content (with permission) to further build trust and authenticity.

Build trust through compliance and professionalism

One of the most effective ways to retain trust is by demonstrating professionalism and compliance at every step of the process. Younger sellers, who often view the selling process as opaque, need reassurance that their agent operates ethically and effectively. 

Here’s how agents can demonstrate compliance:

• Ensure compliant policies and procedures: Develop and maintain robust policies and procedures that align with AML regulations, consumer protection laws, and industry standards. Regularly update these to reflect changes in legislation and best practices.
• Showcase your credentials: Highlight AML compliance efforts, membership in industry bodies, and adherence to consumer protection laws on your website and marketing materials.
• Demonstrate data security: Explain how your agency complies with GDPR and safeguards sensitive client information.
• Train your team: Ensure all staff are up to date on current compliance regulations and can answer questions confidently. 
• Be transparent in your pricing: Be upfront about your fees and how they’re structured. Hidden costs or unclear contracts are trust breakers for young sellers.
• Ensure regular audits and reviews: Conduct regular audits to maintain compliance with regulations and avoid costly mistakes that could erode trust.

Building trust for the future

Younger sellers are critical to a sustainable and thriving property market. To connect with this tech-savvy, values-driven demographic, estate agents must prioritise transparency and efficiency. 

Compliance also plays a critical role – protecting your agency from organised crime risks and hefty penalties while reassuring younger sellers that your agency operates with integrity and professionalism. 

At Legal Eye, we help estate agents build trust through effective and tailored compliance strategies and services. Contact us today to learn more.