Estate agents with top-notch online reputations have pulled ahead of their lower-rated counterparts in the UK property market, a study reveals. The research by Trusted Agent, operated by Kerfuffle, found that agencies boasting 4.5-star review scores or higher completed an astonishing 2.3 times more sales on average compared to those below this threshold.
The analysis, which probed the link between online reputation and business performance, showed that highly-rated agents gained a significant advantage in securing new listings, with 77% more instructions than their lower-rated counterparts. These top-performing firms also proved more effective at closing deals, retaining 29% more listings through to completion.
The study drew on an exhaustive assessment of estate agency reviews collected between May 2024 and May 2026, aggregating data from prominent platforms like Google, Trustpilot, Facebook, Feefo, and Yell. This vast dataset was used to create detailed performance profiles for estate agency offices across the United Kingdom, offering a broad view of the sector.
Simon Whale, Kerfuffle's founder, highlighted that their proprietary algorithm considers multiple factors when evaluating an agent's online presence. These include review quality and consistency, client engagement, and the trend of their reputation over time, with recent reviews weighted more heavily to reflect shifting client trust.
The research is also being used to identify and celebrate top-performing agencies at a national and regional level. Shortlisted firms will receive bespoke benchmarking reports, allowing them to compare performance against both local and national competitors and gain valuable insights for business improvement.