I was recently away at this little hotel, and I went to the gym. When I walked in there was a counter that had protein bars, trail mix, a little refrigerator that had Gatorade and water, etc. And above the snacks there’s a sign that says, “please take what you want, leave your name and room number, and we will charge you later.” I absolutely love this, and as a consumer it made me feel appreciated and respected.

Another time, I was running around doing errands, and I had to go to the drugstore to get toothpaste. I went into CVS and I don’t know if you’ve had this experience, but many of the items are locked up behind plexiglass. I went to the toothpaste aisle where I had to press a little red button to get a sales assistant’s help. After many presses, someone finally came over to unlock the case and get me my toothpaste. It took me about 10 minutes to purchase toothpaste and I left feeling annoyed and frustrated.

You’re probably asking yourselves why is this lady talking to us about protein bars and toothpaste when she’s supposed to be discussing the state of the real estate market? Because, I read a frightening statistic, and I want you to think about this number……20%

Lean into it.

If you have 100 people in a room, 20% of that is: 20 people out of 100. If you have 5 people—20% is 1 person. And if you take a test and score a 20% that is a big fat F.

The statistic that I read said ONLY 20% of consumers trust real estate agents! Think about that for a minute, only 20%!

You want to know the state of the real estate market? We are in a big fat trust crisis!

Some of you may be familiar with the quote by Maya Angelou where she says people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

And what is the definition of TRUST? Well, Mike Staver says it’s consistent behavior over time, and Brené Brown defines it as the stacking of small moments over time. Both great definitions. And they can be in the positive or negative—because if you are consistently late, you’re in the deficit category of trust. But if you’re always on time and your words and actions are consistent, then you are in the positive category.

I told you those two stories because I wanted you to consider what it feels like to trust or not trust as the consumer. We have to ask ourselves: Am I exhibiting behavior that builds or breaks trust?

My challenge to all of you, like Benjamin Franklin used to say each morning when he got up: What good can I do today? Ask yourself: in what way can I build trust? How is my behavior helping me build relationships? Stop and each day strive towards that.

So let’s talk about where we are, how we got here, and more importantly—how we move forward.

Right now, the Residential Real Estate industry is facing headwinds from every direction. We’ve got legal turbulence from the NAR lawsuits that have shaken public confidence and sparked nationwide conversations about commissions and fairness. We’ve got internal division—brokerages and agents fighting over private listings, clear cooperation, commission splits, and transparency, often playing out in full view of the public.

On top of all that, we've got a market that’s, frankly, brutal for many buyers and sellers: interest rates are high, prices are high, and inventory is tight. For many consumers, it feels like the deck is stacked against them. And their trust in us—as agents, brokers, leaders—has shifted.

Here’s the hard truth: consumers don’t know who to trust anymore. Why? They read headlines. They see us acting badly on reality TV. They hear about lawsuits. They Google commissions. They wonder if we’re really on their side or just trying to make a sale.

And that matters. Because trust is not some abstract value in our industry. It’s essential to every relationship that we build. It’s the foundation of everything we do. It’s the reason someone hands us their keys. Or lets us guide them through a once-in-a-lifetime decision. So when trust erodes, our entire value proposition crumbles.

Let’s be honest with ourselves: we are all culpable. For too long, parts of our industry prioritized volume over values, production over process. We celebrated top producers but didn’t always ask what it took to make it. All of us in this room can probably point to a top agent and questioned their ethics and methods.

In short: we let the profession become too transactional, and we moved away from what really matters: relationships, collaboration, connection, and putting clients first.

So where do we go from here? How do we rebuild trust—genuinely, sustainably, and together? Let me offer you 3 things you can do.

1. Be Unreasonably Transparent

I’m borrowing this line a bit from my friend and restaurateur Will Guidara who wrote the book Unreasonable Hospitality.He stresses the importance of being radically committed to the tenets of customer service. We need to step up in the same way in real estate.

We need to be up front with our clients—about commissions, market conditions, and what we can and can’t do. People don’t want sales pitches. They want honesty! Let’s educate instead of persuade. Let’s empower good decisions and do what’s right!

They don’t care if you won 100 awards, they care how you treat them…how you make them feel! Communication is with the listener. It isn’t about you!

2. Reinvent the role of the agent

The world will see you as you see yourself. We are not just middlemen or ticket takers. We are trusted advisors. Remember that!

Like lawyers or financial planners, we must provide expertise, empathy, and clear guidance. We take care of people. Think about the sacred work we do!

Unfortunately the consumer believes that our jobs are easy, we make tons of cash, and we are untrustworthy. The truth is very different. We only get paid for results, 7 days a week with no guarantees. And what we do takes time. It is sacred work—we are in peoples’ closets and drawers and often consoling them when they lose a loved one and helping them navigate.

3. Use Tech with Purpose – Be Surgical

Tech should simplify the client experience—not replace the human one. Tech should empower our relationships. We need to embrace tools that bring value, efficiency, and clarity to the people we serve.

Never underestimate the value of human connection. AI is great but use it accordingly. Each client is different. You have to solve for what the client wants. So be cautious and thoughtful about how you use technology.

Let me end with this: A call to action!

Tomorrow morning, ask yourself one simple question: “What will I do today to earn trust?” Not demand it. Not assume it or expect it BUT earn it.

Because if every one of us commits to that discipline—moment by moment, deal by deal, relationship by relationship—we won’t just rebuild the trust we’ve lost. We will redefine what it means to be a real estate professional.

Our industry doesn’t need more spin. It needs more substance. It doesn’t need more headlines. It needs more heroes—the kind who show up early, tell the truth even when it’s hard, and put people before paychecks.

That is our opportunity. That is our responsibility.

Because in the end, trust isn’t just the foundation of real estate. It’s the foundation of everything that lasts.

BY BESS FREEDMAN, CEO BROWN HARRIS STEVENS