Estate agents are facing a developing trust issue as consumer expectations around the use of AI evolve, according to new research from iamproperty.
The findings, published in The real eSTATE of it report, show that 65% of consumers believe agents should clearly disclose when AI is used in communications or property listings, while around a quarter say they are not comfortable with its use at all.
The research draws on responses from more than 320 estate agents and 350 consumers, and also shows that AI adoption is already embedded in agency workflows. More than 60% of agents reported using AI to reduce administrative workload, support staff capacity and automate repetitive tasks.
The report highlights what iamproperty describes as an emerging “AI trust gap” between operational adoption within agencies and consumer expectations around transparency.
It suggests the issue is particularly relevant for estate agents, where trust and disclosure have historically been central to client relationships, and where unclear use of AI could influence how services are perceived.
Jamie Cooke, co-founder at iamproperty, said: “The conversation around AI has been focused on what the technology can do and how agents are using it, but what our data shows is that the real issue could be eroding the trust that agents have worked hard for.
“Consumers are asking for clarity on AI. They want to know when it’s being used and how it fits into the service they’re receiving. Agents need to go beyond being AI literate to being able to confidently explain its value.
“Transparency, training and clear standards will be key to making sure AI strengthens trust rather than undermines it. This introduces a new layer of professional responsibility, requiring clear internal standards, team training and consistent client communication to ensure transparency across every stage of the transaction. That’s where the real value lies. Relationships, communication and trust are what get deals over the line, especially in a more complex market.”
According to the report, while nearly half of consumers are comfortable with agents using AI to support transactions, transparency is key to maintaining that confidence.
“We’ve always said that technology should support agents, not replace them,” Cooke added.
“The agents who will stand out are the ones who use AI and technology to enable an even better service, with clear, honest communication at the heart. If you get that balance right, it strengthens trust. If you don’t, it risks undermining it.”
Verona Frankish, CEO of YOPA who was interviewed for The real eSTATE of it said: “We’re standing at a really interesting point in time with technology and AI, but the difference in the future will still be the individual agent. Buying and selling a home is emotional.
“People are excited, anxious, sometimes going through divorce or loss. AI can help with efficiency and take away repetitive admin, but it will never replace the human element in a transaction like this. Trust comes from people, not technology so transparency in how they both work together is very important. The opportunity for agents is to use these tools to be more efficient, but still lean into what makes them different.”
iampropery says the real eSTATE of it draws on insights from iamproperty’s 7,000 branch agency network and in-depth agent interviews, as well as agent and consumer survey data. The report explores market confidence, regulation, fees, AI, data security and the evolving role of agents in a changing property landscape.
If you want to create a user account so you can log in, click here
Daily news email from EYE
Enter your email below to receive the latest news each morning direct to your inbox.
Thank you for signing up to our newsletter, we have sent you an email asking you to confirm your subscription. Additionally if you would like to create a free EYE account which allows you to comment on news stories and manage your email subscriptions please enter a password below.
