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Real Estate Agents: Bridging the Gap in Awareness and Trustworthiness

A recent survey conducted by Ielove GROUP, a leader in digital transformation support for the real estate industry, sheds light on the awareness and perception of real estate agents among end-users and real estate companies. With a total of 953 valid responses, this comprehensive survey aims to reveal the current status of recognition and trustworthiness of real estate agents.

Background of the Survey

In recent years, the interest in real estate agents as an alternative for home searching has been on the rise. However, issues such as awareness, trust levels, and transparency in pricing still need considerable improvement. To enhance the adoption of this service, understanding the perspectives of both end-users and real estate companies is vital.

Summary of Findings

1. The awareness of real estate agents remains low, with only about 10% recognition.
2. Trustworthiness, alongside qualifications and knowledge, is crucial in determining the intent to use real estate agents.
3. Users express optimism about the future of real estate agents, but clear pricing structures are essential for broader adoption.

Low Awareness of Real Estate Agents

When real estate companies were asked, "Are you aware of the service known as real estate agents?" only 27.5% responded yes, while 34.8% recognized the name but did not know much, and 37.7% were completely unaware. On the other hand, end-users showed even lower awareness with just 11.5% knowing of real estate agents.

When further questioned about their experience with real estate agents, only 10.1% of real estate companies claimed to have worked with them, indicating a significant gap in experience and collaboration within the industry. This low recognition among end-users suggests that the service is not yet widely understood, highlighting that the market is still in its early adoption phase and that improving recognition and sharing successful case studies within the industry are needed.

Trust and Qualifications are Key

The survey revealed insights into the impressions end-users hold regarding real estate agents. A notable 29.8% felt that agents appeared knowledgeable and experienced, with 27.0% believing they would offer supportive consultation. However, there were significant concerns, with 46.0% uncertain about the agents' reliability, 42.9% questioning their qualifications, and 41.1% confused by unclear pricing structures.

Moreover, when asked whom they would prefer to consult for property-related queries, 25.3% opted for real estate company representatives while only 4.1% chose individual agents. The survey indicated that users value knowledge and personalized support the most, emphasizing the need for agents to transparently convey their credentials and experiences.

Future Expectations and Clear Pricing

In a follow-up question to real estate companies on whether they believe the role of real estate agents will expand in the market, 26.1% agreed it would, while 14.5% disagreed, and 59.4% were uncertain. End-user feedback highlighted that 53.1% preferred clarity in pricing as a determining factor for using real estate agents, followed by 46.6% who wish to verify the agents' credentials and reviews.

The mixed feelings within real estate companies regarding the future of this service indicate that the market is still assessing its direction. However, end-users appear ready to engage with real estate agents, provided that their concerns about pricing transparency and agent qualifications are addressed.

Conclusion and Comments from Ielove GROUP

Kenichi Niyama, the managing director at Ielove GROUP, commented on the survey's insights, emphasizing that while there is a budding interest and expectation for real estate agents, the key shortcomings in awareness and trust level must be tackled effectively. The emphasis must be on providing knowledge and support, fostering a reliable environment for end-users, which can lead to more widespread acceptance and use of real estate agents.

Survey Overview

• - Survey Period: February 6, 2026 - February 20, 2026
• - Conducting Organization: Ielove GROUP
• - Participants: End-users (readers of Ielove's columns and social media followers) and employees of real estate companies using Ielove's services.
• - Valid Responses: 69 from real estate companies and 884 from end-users.
• - Methodology: Internet survey.

About Ielove GROUP

Based in Shinjuku, Tokyo, Ielove GROUP operates with the mission of creating a world where everyone can confidently choose their living space. Their vertical SaaS services, such as Ielove CLOUD, are utilized by over 44,000 companies nationwide, promoting digital transformation in the real estate sector. The company is committed to fairness and transparency in real estate transactions, ensuring a stable platform for all users.