Selling in a Trust Recession: Why Buyers are Hesitating and How to Show Up Differently

Jul 2

It’s a strange time in real estate. On paper, things are looking up—inventory is increasing, giving buyers more choices. But in reality? Buyers are still hesitant.

They're not rushing into offers. They're pausing, questioning, waiting. And it's not just because of interest rates or economic uncertainty.

We're in a trust recession.

What Is a Trust Recession and Why Should Realtors Care?

A trust recession isn’t about the economy. It’s about people’s belief systems. It’s about their fatigue with being sold to, their ability to spot marketing a mile away, and their growing reluctance to take action unless something feels real.

In today’s world:

Buyers are doing more research, but making fewer moves.
People are skeptical of social media perfection and overly polished pitches.
Clients can feel when they’re being marketed to—and they’re tuning it out.

This matters more than ever, because your success as a realtor depends on one thing above all: trust.

The traditional approach of “educate, inform, convert” isn’t resonating anymore unless it feels authentic. And in this trust recession, most real estate marketing doesn’t.

Buyers don’t just want information or entertainment. They want:

Honesty without the fluff
Real guidance, not generic tips
Someone who makes them feel seen and understood, not sold to

If your content feels templated, too promotional, or disconnected from what buyers are really feeling… it won’t convert.

How to Build Trust in a Market Full of Skepticism

1. Be Real

Your role as a Realtor is to be a partner with your clients. You’re a guide.
Drop the “top 5 reasons to buy now” and try sharing real stories: what your clients are experiencing, what you’re seeing in your local market, and how you’re helping people navigate hard decisions. You’re in it for the long haul.

📝 Instead of: “It’s a great time to buy!”
💬 Try: “Here’s what I’m seeing in this market and why it might (or might not) be a fit for you right now.”

2. Lean Into Transparency

Your audience can tell when you’re spinning. Be honest, even if it means admitting the market is tricky. Transparency builds trust. And trust builds long-term clients.

“Yes, rates are still high. But for some of my clients, locking in a home now means they’re building equity instead of paying rent, and we’re negotiating better terms.”

3. Use Content to Connect, Not Convert

Every post needs to be intentional. Sometimes, the goal is simply to connect. Show behind the scenes. Talk about your own journey. Share what you're learning. This humanizes your brand and makes people want to work with you, not just a generic “local expert.”

What to Post in a Trust Recession

If you're struggling with what to say right now, try this shift:

Instead of, “Market Update,” try posting: “What buyers are asking me this week.”

Instead of “Ready to Buy or Sell?” post this:“Thinking about buying but feeling unsure? You’re not alone.”

These are just a few examples. But the key is tweaking your message and focusing on connection over conversion. Showing up when people feel uncertain is what builds relationships that last. The bottom line? People are looking for reassurance, not pressure.

Your job as a realtor in a trust recession is to:

Share the truth with compassion
Show your process, not just your wins
Stay visible—even when buyers and sellers are quiet

If they’re watching from the sidelines, make sure you’re the one they trust when they’re finally ready to take the next step.

Trust Is the Strategy

In today’s market, buyers can sense when they’re being sold to, and they’re tuning it out.

The agents who rise above the noise aren’t the ones shouting the loudest. They’re the ones showing up with clarity, care, and consistency. They educate without pressure. They lead with honesty. They build real relationships.

So before you hit “post,” pause and ask: