Editor's note: This brief was summarised by The Property AI Newsroom from a report by PropertyWire. Read the original article for full details.
Transparency in Property Listings Linked to Higher Trust, Data Shows
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. Research into two-sided advertising shows that limited negative disclosure can improve brand perception and trust.
Historical examples include Roy Brooks, a South Kensington-based agent from the 1960s, who openly described property defects in advertisements. Brooks reported that his business tripled after adopting this approach, combining frank descriptions of flaws with market knowledge, such as noting higher sale prices for renovated comparable properties nearby.
Consumer psychology studies, including the blemishing effect, indicate that mentioning a single flaw in an otherwise positive description can increase trust, especially when the negative information follows positive details. This effect is most pronounced when the business demonstrates competence, discloses limited (not fatal) flaws, and does so voluntarily.
Current data shows that estate agents recorded 32% trust in Ipsos’s 2025 Veracity Index, down from 37% in 2024, but above the 30% recorded in 2018. A 2026 mover survey found that 51% of respondents trust their agent to act in their best interests. However, a 2025 HomeOwners Alliance audit of leasehold properties on major portals found that while almost all stated tenure, only 62% mentioned service charges, 49% provided ground rent details, and 9% stated the next ground rent review date.
This pattern of limited disclosure contrasts with practices in prime city markets, where detailed financial information is standard, and with other property sectors such as student accommodation, where regulatory changes have increased disclosure obligations.
The data suggests that in a sector with trust levels below one-third of consumers, estate agents may find commercial advantage in transparency, provided disclosures are limited and paired with demonstrated market knowledge. However, this approach remains uncommon in current UK property marketing, with most listings omitting key financial details even where legally required information is provided.
Source: PropertyWire