THE TRUST ASSESSMENT
ARE YOU A
TWO-PERCENTER?
98% of consumers distrust businesses. The Two-Percenters who earn trust aren’t just professional — they’re relatable. Find out which side you’re on.
TAKE THE ASSESSMENT ↓THE FRAMEWORK
PROFESSIONAL IS TABLE STAKES.
RELATABLE IS THE GAME.
When 98% of consumers say they trust businesses less than they used to, just being competent isn’t enough to stand out. Every business in your category claims to be professional. It’s expected. It’s the floor.
What actually separates TWO-PERCENTER? They’re also relatable. They show the humans behind the brand. They communicate like real people. They let customers see behind the curtain — and that’s the thing most of your competitors will never do.
THE DIFFERENTIATOR — TWO-PERCENTER
RELATABLE
Real humans, real voice, real behind-the-scenes. The layer most competitors skip — and the one that builds lasting trust.
THE BASELINE — TABLE STAKES
PROFESSIONAL
Consistent branding, responsive communication, clear process. Necessary to play. Not enough to win.
HONEST ANSWERS ONLY
SCORE YOURSELF ON BOTH LAYERS
Your brand looks consistent everywhere a buyer or seller might find you — website, Zillow profile, social media, business cards, email signature.
In real estate, buyers research you before they ever call. Inconsistency signals disorganization before you even meet.
When a potential buyer or seller reaches out, you respond within a few hours — every time, not just when it’s convenient.
Real estate moves fast. A slow response doesn’t just lose a lead — it hands them directly to the agent who answered first.
A new client knows exactly what working with you looks like — your process, your communication style, and what happens at each step of the transaction.
Buying or selling a home is one of the most stressful things a person does. Agents who remove uncertainty win loyalty. Agents who leave people guessing lose referrals.
You have visible client reviews or testimonials — on Google, Zillow, or your website — and they’re easy to find without digging.
98% of buyers research an agent online before reaching out. If your social proof is hard to find, most of them never make it to your phone number.
A buyer or seller can tell who you actually are from your marketing — not just your headshot, but your personality, your values, your point of view.
There are a lot of agents. People don’t choose the most professional one — they choose the one they feel like they already know and trust. If your marketing is just listings and sold signs, you’re invisible.
Your emails, social posts, and website copy sound like you — not like every other agent’s boilerplate “I’m committed to finding your dream home” language.
Boilerplate copy tells buyers you’re interchangeable. Your actual voice — even a little quirky, a little specific, a little human — tells them you’re worth a conversation.
You share real stories — a deal that almost fell apart and how you saved it, what a first-time buyer really goes through, a lesson from a tough closing — not just sold posts and market stats.
Stats are forgettable. Stories are sharable. The agent who tells real stories is the one clients remember — and refer.
Clients have told you — without you asking — that you feel different from other agents they’ve worked with. More real. More trustworthy. Less like they’re being sold to.
If clients say it unprompted, you’re already a Two-Percenter. Most agents will never hear those words because they never created the conditions for them.
Answer all 8 questions to see your results.
YOUR RESULTS
LAYER 1
Professional
0 / 4
LAYER 2
Relatable
0 / 4
WANT TO BECOME A TWO-PERCENTER?
A 25-minute call with Shawna is free, no-pressure, and the fastest way to figure out exactly what to change first. She’s been tracking consumer trust for over a decade. She knows where the gaps are.
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