Since the NAR commission suit settlement, buyer agents have faced new rules, new documents and a new normal. This month, Inman drills down on Today’s Buyers Agent with the fresh marketing strategies, skills and tools buyer agents are using to prosper in changing times.
Real estate runs on trust — but in today’s market, that trust is under pressure.
Clients are asking harder questions. They’re reading headlines about lawsuits, watching TikToks that question commission models, and feeling more cautious with every economic swing or news story. If you think a smile, a good listing presentation and a few social posts are enough to win their confidence, think again.
This market demands more.
Great agents don’t just earn trust. They build it deliberately, consistently and strategically. It’s not just a core value; it’s a business advantage. And when done right, trust isn’t just how you close deals. It’s how you grow a career that lasts.
Here’s what that looks like in practice:
Trust isn’t claimed — it’s proven
Forget the buzzwords. Clients don’t care if you say you’re “reliable” or “honest” — they care if you show up when it matters.
Trust gets built in the small moments:
- When you admit what you don’t know and get the right answer.
- When you give them insights or information that they don’t already know.
- When you pick up the phone for the hard conversation.
- When you protect their time, their money and their peace of mind.
If your actions aren’t creating clarity and confidence, you’re not building trust: You’re eroding it.
Trust is scalable — but only if you systematize it
Top-performing agents don’t rebuild trust from scratch with every client. They scale it by creating consistent experiences, clear expectations and repeatable systems that reinforce their value with every client they serve.
Ask yourself:
- Do your follow-up systems match the promises you made in the first conversation?
- Are you proactively resetting expectations when the market shifts mid-deal?
- Is your digital presence aligned with your real-world reputation?
Trust isn’t just about the one client in front of you — it’s about the next five that client will refer if you get it right.
Trust converts — but only if you stay top of mind
Most agents think of referrals as luck. They’re not. They’re the outcome of sustained trust.
The best agents turn satisfied clients into active advocates. That means showing up after the close — checking in, adding value, being a visible part of their life and community. Not with spammy drip campaigns, but with relevance and care.
Your past clients are the most powerful marketing engine you have. But they won’t activate it if they don’t remember what made you great.
Trust isn’t soft. It’s not vague. It’s not some warm, fuzzy feeling
It’s the foundation of your value. It’s why clients follow your advice, don’t question your worth and send you more business, ensuring your long-term success in this industry. It’s also one of the few things competitors can’t copy.
And in a market where there is more competition, fewer listings and clients are more cautious, trust is the ultimate differentiator.
Start treating it like the asset it is.
Ginger Wilcox is the President of Better Homes and Gardens Real Estate.
