Estate agents are being urged to make better use of technology, particularly ensuring they have a positive reputation online.
A report by Feefo, which helps firms collect online reviews from clients, asked 1,152 individuals about their experience of using an estate or letting agent.
When it comes to choosing an agent, trust was important for 28% of consumers, with knowledge of the local market seen as the dominant factor by 42% of consumers.
Of all age groups, younger buyers were more likely to depend on online reviews.
The research found that 82% of 16 to 24-year-olds and 70% of 25 to 34-year-olds said they would rely on website reviews before choosing an estate or letting agent.
This compared with 60% of 34 to 44-year-olds, 54% of those aged 45 to 55 and just 40% of the over-55s.
Despite the high street agent often facing criticism, 88% of consumers said they were satisfied with the service they received from the previous agent they used.
However, paperwork was identified as a grievance, with 46% saying they would like to see technology used, with a third backing more use of virtual reality property tours, and others suggesting being able to book appointments online.
A section looking at online agents also found respondents value service as much as cost.
While 35% of respondents chose price as the most important factor, 34% put quality of service at the top of their lists.
Matt West, of Feefo, said: “As the younger generations enter the property market, estate agents will be increasingly judged through online reviews.
“Yet trust in the reviews themselves is evidently very important to these savvy consumers.
“Estate agents should therefore consider ways to guarantee that legitimate and transparent reviews are readily available to potential customers.”
Iain Mckenzie, chief executive of the Guild of Property Professionals, said: “These results clearly show the positive work estate agents are doing to make sure customers are satisfied in the levels of service provided.
“It is refreshing to see that while there are problems, customers are confident that technology can help resolve these issues in the near future.”
* Separately, AllAgents reached 200,000 reviews yesterday, with customer feedback on Chesterfield-based Pinewood Lettings pushing the website over the milestone. It was a five-star review, praising the “professional and friendly service”.