"Referrals are a vital part of the property market, but our research shows that home movers don’t want to take them at face value. They want reassurance through independent data, comparison, and transparency"
- Colby Short - GetAgent
The latest data from GetAgent Exchange shows that while referrals to estate agents have become a routine part of the moving process, buyers and sellers want those referrals supported by clear data and comparison options rather than a single recommendation.
The survey of more than 1,000 recent homebuyers found that 90% had been referred to an estate agent by another professional, such as a mortgage broker, solicitor, or buying agent. This demonstrates how integral referrals have become in property transactions.
When asked what mattered most in a referral, sellers highlighted local reputation (28%) as their top priority, followed by communication (20%) and achieving the best selling price (18%). Speed and fees also ranked highly, with both chosen by 17% of respondents.
Buyers and sellers also explained how they assess whether a referred agent is suitable:
39% relied on their first impression when meeting or speaking with the agent
34% turned to online reviews and ratings
27% examined the agent’s local sales track record
Transparency emerged as the strongest theme. Almost half (44%) of those surveyed said it was extremely important to receive independent information to validate a referral, such as reviews, sales history, and fee comparisons. A further 25% considered it quite important.
The study also found that 81% would prefer to see their referred agent presented alongside alternative options for comparison, rather than being introduced to just one. The most reassuring factors for sellers were:
Transparent comparison of fees (28%)
Verified local sales record (23%)
Reviews from past clients (20%)
In addition, 68% said they would be more likely to proceed with a referral if it came via a platform that partnered with local agents while also offering transparent data on all available choices.
Colby Short, co-founder and CEO of GetAgent.co.uk, said, “Referrals are a vital part of the property market, but our research shows that home movers don’t want to take them at face value. They want reassurance through independent data, comparison, and transparency. GetAgent Exchange provides exactly that.
“For buying agents, it means they can maintain trust with their clients by referring them to high-performing selling agents outside of their core markets, while also giving their clients the transparency they demand. For selling agents, it delivers motivated vendor leads who are far more likely to proceed, because the introduction comes with the data to back it up.”
