What we measure
ViewAgents aggregates review data from across the web — Google, Trustpilot, Facebook, Feefo, Yell and more — to build a comprehensive reputation profile for every estate agent office in the UK. The Trusted Agent programme uses this data, combined with additional factors, to identify and recognise the top-performing offices nationally.
The scoring algorithm evaluates multiple dimensions. No single metric determines an agent's position.
Review Quality
Star ratings across platforms, the proportion of five-star reviews, and the frequency of one-star reviews. Quality is measured in aggregate, not cherry-picked.
Client Engagement
How consistently an agent responds to reviews — both positive and negative. Reply rate and the quality of those responses are factored into the score.
Volume of Evidence
Total reviews across all tracked platforms. More evidence means more confidence in the data — but volume alone is never enough.
Multi-Platform Presence
Agents visible across Google, Trustpilot, Facebook and other platforms demonstrate broader, more credible trust than those relying on a single source.
Market Performance
For higher tiers of recognition, market performance data from tried and tested industry sources is factored in alongside reputation metrics.
It's not just about the numbers
A high volume of reviews alone isn't enough. Our algorithm looks at the full picture — quality, consistency, engagement, and how an agent's reputation is trending over time.
Recent reviews carry more weight than older ones. An office that delivered five-star service three years ago but has slipped since won't score the same as one that's delivering consistently right now. We call this review decay — because trust is earned today, not banked from the past.
We also look at the balance between volume and quality. A handful of perfect reviews tells a different story to hundreds of reviews with a strong but realistic spread. Neither is automatically better — the algorithm considers both in context.
Reply rates matter too. When a client takes the time to leave feedback, how an agent responds says as much about their service as the review itself. Agents who engage with their reviews — positive and negative — score more favourably than those who don't.
Review Decay
Reviews are weighted by recency. A strong track record matters, but recent performance matters more. An agent can't coast on historic reviews if their service quality has declined. The algorithm reflects what clients are experiencing right now.
The exact weightings, thresholds, and gate criteria are proprietary — they're reviewed and adjusted regularly to reflect how consumers actually use review data. What matters is that the methodology rewards agents who are genuinely, consistently delivering for their clients right now.
How Trusted Agent tiers work
The Trusted Agent programme identifies the top-performing estate agent offices in the UK. To qualify, an office must pass through multiple scoring gates — there is no single metric that guarantees entry.
Trusted Agent — the top 10% of UK estate agent offices by reputation score. This is the entry tier, awarded to offices that demonstrably outperform the national average across review quality, engagement, and evidence.
Gold — the top 5%. These offices don't just perform well — they perform well consistently, across multiple platforms, with strong client engagement.
Platinum — the top 2%. The highest tier of recognition, reserved for offices that combine outstanding reputation with proven market performance.
Disqualification criteria also apply. Offices with certain red flags — such as never replying to a review, unusually high rates of negative feedback, or insufficient evidence — are excluded regardless of their overall score.
Quarterly Trusted Agent awards
From Q3 2026 (July to September 2026) we announce three awards every quarter, in the month after the quarter ends. The Trusted Agent 2026 annual awards, which cover the period up to the end of June 2026, are unchanged.
Trusted Agent Reputation: an office's standing at the end of the quarter in our national ranking of UK estate agent offices, worked out on the last 12 months of reviews from every platform we track. The ranking combines an adjusted star rating (each office starts with 20 reviews at the national average, so a handful of five-star reviews can't top the table) with the number of reviews. An office needs at least 20 rated reviews in the 12 months to be ranked. The tiers are Trusted Agent Platinum (top 2%), Trusted Agent Gold (top 5%), Trusted Agent Silver (top 10%) and Trusted Agent Bronze (top 25%). A badge reads, for example, "Trusted Agent Gold · Q3 2026".
Trusted Agent Momentum: the offices that collected the most new reviews in the quarter, the top 10 in the UK and the top 3 in each region, with an average of at least 4.5 stars, so volume alone doesn't win.
Trusted Agent Rising Star: the most improved offices outside the top 10%, the top 10 in the UK and the top 3 in each region. We compare the quarter with the quarter before on two things: the change in adjusted star rating (the same 20-review start at the national average as the ranking) and the change in how many 5-star reviews the office gets a month. A tenth of a star counts the same as doubling the 5-star reviews a month, and the boost from more reviews is capped, so a sudden burst can't win on its own. To be compared, an office needs at least 10 reviews in each of the two quarters and 20 rated reviews over 12 months, a rating no lower than before, and an average of at least 4.5 stars in the latest quarter. We describe it plainly, for example "Rating up from 4.3 to 4.7, and 3x more 5★ reviews a month". We don't use places climbed in the ranking, because they swing a long way in the crowded middle of the table on a handful of reviews.
Brand pages. Reviews on a brand page that several offices share (for example one Trustpilot or Facebook page for a whole brand) don't count towards any single office's quarterly awards, so one brand page can't lift every branch. The same review found twice counts once.
Fresh data first. We only work out a quarter once the review links we track have been checked since the quarter ended: at least 95% of Google links and at least 90% of the other main platforms' links.
Based on reviews from the review platforms we track for each office on View Agents. Make sure every review site you're on is included: claim your free page (find your office, then choose Claim) and check your review platforms.
Weekly leaderboards
The weekly leaderboards are the shop window for the quarterly awards: a weekly look at who customers are rating highest right now. They are positive only. There is no worst-rated board, and no board lists an office for doing badly. Every board can be shown for the whole UK, a region or a town, and the arrows show the move since last week.
Top rated this week: the same national ranking as Trusted Agent Reputation (adjusted star rating and number of reviews over the last 12 months, at least 20 rated reviews, brand pages shared by several offices left out), worked out on the latest reviews every week.
Momentum: the most new 5-star reviews in the last 7 days, with an average of at least 4.5 stars that week.
Biggest climbers: the most improved offices, comparing the last 3 months with the 3 months before. It is the same improvement measure as Trusted Agent Rising Star: the change in adjusted star rating plus the change in 5-star reviews a month, with at least 10 reviews in each 3-month spell, 20 rated reviews over 12 months, a rating no lower than before and at least 4.5 stars now. Brand pages shared by several offices are left out. Each office shows what changed, for example "Rating up from 4.3 to 4.7, and 3x more 5★ reviews a month". Places climbed in the ranking aren't used, because they swing a long way on a handful of reviews.
Fastest repliers: the share of an office's latest 100 Google reviews that have a reply, for offices with at least 20. Exact reply times are shown only for offices that have connected their Google profile, because only then do we have Google's own times. A typical reply in under an hour is flagged as likely automated and is never ranked as fast.
Team stars: the people most thanked by first name in positive reviews over the last 30 days. We match carefully: a first name and the office only, in a review of 4 or 5 stars that thanks or praises them, in at least two different reviews. We never show a surname. If you are named and would rather not be, contact us and we'll take your name off.
Latest 5-star reviews: the full text is shown only for reviews collected through View Agents. For other platforms we show a headline and a link to the office's page, never the review itself. Trustpilot and AllAgents reviews are counted but never shown with stars.
Just verified: offices that claimed their page or connected their Google profile this week. Best rated brands: brands with 5 or more offices, on their adjusted star rating over 12 months.
Fresh data only. An office is only ranked on a weekly board when its review pages were checked in the last 14 days: its Google page, if it has one, and at least one of its review pages. Offices whose only reviews are collected through View Agents are always up to date.
Not on a list? Claim your page and make sure every review counts.
ViewAgents and The Trusted Agent
ViewAgents is the underlying data platform. It tracks, aggregates, and benchmarks review data across every estate agent office in the UK. Agents can claim their ViewAgents page to ensure we have the most complete and accurate picture of their review presence.
The Trusted Agent is the awards programme built on that data. It applies additional scoring gates, tier thresholds, and market performance factors to identify the offices that deserve public recognition.
Both are operated by Kerfuffle, which for the last 8 years has been combining data from suppliers, reviews and dashboards to give an unparalleled view of what the best agents are using and how they're performing.
Platform Caveat
Scores are based on data held on the ViewAgents platform, which aggregates information from Google, Trustpilot, Feefo, Facebook and other trusted review sources. No dataset is perfect without taking direct feeds from every platform. To give yourself the best chance, ensure we have all the right information and let us know which other platforms you're on — such as Feefo, Facebook, Trustpilot, Yell etc. The more complete the data, the more accurate the score.
Data & Methodology Notes
Trusted Agent 2026 scores were calculated using ViewAgents platform data as of April 2026. The dataset covers 22,836 estate agent offices across the UK.
Review data is sourced from Google, Trustpilot, Facebook, Feefo, Yell and other publicly accessible review platforms. Market performance data for higher tiers is sourced from tried and tested industry data providers.
Scoring methodology, weightings, and gate criteria are proprietary to Kerfuffle and are subject to review and adjustment. Historical scores may differ from current scores as the algorithm evolves.
Last updated: April 2026.