The most recent complaint, unanswered
Avoid: the office’s reviews stay unanswered, and the assistant’s answer picks up precisely the most recent complaint. Do: specific, factual replies, without customers’ personal data, given to every review.
Estate agencies
Six checks for your agency’s online reputation.
People selling or buying a home ask an assistant which agency to choose in a specific area. These checks, ordered by impact, tell you what to verify and which TrustInsider feature measures it.
In order of impact
From the declared area to replies to reviews
Not all checks carry the same weight. Areas and reviews decide whether the agency is suggested; registration and listing details decide whether whoever finds it trusts it enough to call.
Start with the areas, because a local answer starts there; then reviews, which the assistant uses to choose between nearby agencies; then professional details and listing details. Each check has its own feature and an outcome you review at the next cycle, on the same questions.
Six checks for an estate agency, in the order it makes sense to do them: for each one, what to look at and which platform feature measures it.
| Control | What you look at | Feature |
|---|---|---|
| Areas covered | The areas the answer associates with the agency | AI claims |
| Reviews with replies | The office’s reviews still without a reply | Reviews |
| Professional registration | The registration details on the website and on the listing | Site audit |
| Listing details | Address, opening hours and contacts identical everywhere | Google and Bing |
| Properties by area | Pages with real listings for each neighbourhood | Direct answers |
| Local presence | The questions by city in which the agency appears | AI visibility |
Areas covered
The agency suggested for a neighbourhood it doesn’t cover
An old office, a one-off listing, a review from years ago: it takes very little for the answer to associate the agency with an area where it doesn’t work, and drop it from the one where it is really present.
It is checked against the agency’s listings and offices: AI claims flags the area attributed, AI visibility shows the local questions in which the agency appears. The cure is area pages with real properties and data, and the working area stated identically on the website and the listing.
The working areas of a demo agency compared: as described by an answer that reads old sources and as they are today, line by line.
| In the answer | In reality | |
|---|---|---|
| Main area | The neighbourhood where the old office was. | The historic centre, where the agency has been selling for years. |
| Neighbourhoods covered | Two outlying areas cited by a one-off listing. | The centre and the university district, with properties for sale. |
| Office | A closed address, taken from an outdated directory. | The street of the new office, identical on the website and the listing. |
Unanswered reviews
A complaint left unanswered speaks for the agency
Among nearby agencies, the assistant also looks at how they reply to customers. A negative review without a reply is the only place where the agency hasn’t had its say, and it is often the one the answer picks up.
Measuring the office’s reviews over time separates those with a reply from those without. Replies are prepared with ready-made messages, specific and factual, without customers’ personal data, and go through a person at the agency before being published.
Four steps to reply to a review: find it among those without a reply, prepare a factual reply, have a person at the agency approve it, and at the next cycle check what the answer picks up.
Find the review
The filter shows the office’s reviews still without a reply.
Prepare the reply
A ready-made message, specific and without the customer’s personal data.
Approve and publish
A person at the agency reads, corrects and publishes the reply.
Check again
At the next cycle you see which review the answer picks up.
Professional details
Registration and contact details written where the assistant finds them
People entrusting the sale of a home want to know who they are dealing with. If the professional registration doesn’t appear on the website and the listing, the answer doesn’t report it, and the agency seems less solid than the one next door.
Registration details are checked against the public register of agents, whose name varies from country to country. The Site audit checks that they are present and readable on the website and in the structured data, consistent with those on the listing.
The public listing of a demo estate agency: the professional registration added, consistent address and phone number, the areas covered highlighted.
Agency listing · demo agency
- Registration
- The registration number in the public register of agents, with the link.
- Address
- The street of the new office, identical on the website and the portals.
- Phone
- The office number, the same one written in every listing.
- Areas covered
- Historic centre and university district, described in the same words.
An agency without a single detail to vouch for it
Avoid: the professional registration isn’t stated anywhere, and the answer presents the agency without a single detail to vouch for it. Do: registration details on the website, on the listing and in the structured data, consistent with the public register.
Pages that answer
Does the agency’s website answer local questions?
An assistant uses an agency’s website only if it finds a page that answers the question plainly. The platform measures how many questions get a direct answer and how many of those cite your website.
The glimpse shows the Direct answers indicators on a demo brand: the questions with a direct answer, those that cite the website, those the website answers plainly and the pages with content gaps read by the audit. For an agency these are the pages by area and by property type: where they are missing, the answer cites a portal.
Frequently asked questions
Questions about estate agencies’ online reputation
Why another agency gets suggested, whether to reply to positive reviews too, how to measure several offices and how often to repeat the checks.
Why does the assistant suggest another agency in my area?
Because its areas, reviews and details are clearer than yours in the sources it reads. The checks on this page are there to put yours in order.
Does it make sense to reply to positive reviews too?
Yes, in a few words and without the customer’s details: it shows an agency that is present and gives the assistant a more complete picture.
I have several offices in the city: do I measure them one by one?
Yes, each office has its own reviews and its own listing. For larger networks, the multi-location networks page also applies.
How often should the checks be repeated?
At every panel cycle for areas and reviews; professional details when they change, and in any case whenever an office opens or closes.
Related paths
After “Estate agencies”, the next step.
Each role uses the platform with a different goal. From here you compare the other solutions, the path from brand to verification and the methodology behind the numbers.
AI visibility for real estate
House hunters can start with an AI assistant. Vocabulary, sources and rules change from country to country: measure your presence in each of your markets.
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ReadA transparent method, not a black box
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ReadFind the right answer
Help with access, credits, collections, integrations and data: guides, FAQs, the site assistant and support requests from your workspace.
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