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.
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.