by Darryl Davis  January 16, 2026

In the late 19th century, Webster’s Dictionary defined integrity not only as “moral soundness” and “uprightness,” but with a striking phrase seldom seen today: “Uprightness in mutual dealings, especially in the transfer of property.”

Imagine that: Over a century ago, even the dictionary recognized that real estate — the transfer of property — was one of the greatest tests of a person’s integrity. And here we are in 2025, in an industry where trust is bruised, public perception is shaky and professionals across the country are fighting to reclaim their reputation and their worth.

If there was ever a time to bring integrity back to the forefront, this is the moment.

Why integrity matters more now than ever

The NAR settlement, lawsuits, media negativity and confusion around buyer representation have created a fog of mistrust. 

Many consumers don’t understand the process, don’t trust it or don’t trust the professionals inside it. But here’s the truth: Integrity cuts through fog, restores clarity and elevates professionalism. When you operate with integrity, you’re not just protecting a transaction — you’re protecting your name, your career, your future and most importantly, the consumer experience.

What is integrity?

Moral soundness means your character is structurally solid — not chipped, compromised or hollow. 

Think of integrity as the structural beam inside a house. You don’t always see the beam. It doesn’t advertise itself. But if the beam is weak, the whole structure collapses. Strong beam equals strong house. Strong integrity equals a strong career.

Where integrity breaks down

Integrity is not usually lost in one big fall. It erodes in small ways: saying you have a buyer when you don’t, overpricing a listing just to get it, telling sellers what they want to hear rather than what they need to hear, and not having a buyer sign a buyer agency agreement.

•  What are some examples of breakdown?
• Cutting corners because “no one will notice.” 
• Speaking poorly about competitors to gain an advantage
• Showing up late and justifying it
• Not returning a call you promised to make.

Every small crack weakens the beam. Every small compromise costs you trust. Every small slip pulls the entire industry down, inch by inch.

8 practical tips to bring back real estate agent integrity

1. Tell the truth before it’s comfortable

Integrity is telling the truth, even when it is inconvenient. That means telling a seller, in a skillful way, so they can hear it, that their price expectations are unrealistic. It means explaining professional fees clearly and early, especially to buyers in our post-settlement world. It means being transparent about market conditions, even when it may discourage action. Comfortable truth builds friendships; uncomfortable truth builds trust.

2. Replace scripts with sincerity

Consumers don’t want a script — they want a human being. Yes, learn your dialogues. Yes, learn your presentations. But when speaking with a client, speak like a fiduciary, not a pitchman. When you’re sincere, integrity becomes visible.

3. Document everything

Integrity loves documentation: buyer agency agreements, fee agreements, showing disclosures, emails summarizing conversations and written confirmations of advice or concerns. Documentation not only protects you — it demonstrates professional integrity. When people see you documenting, they know you take your responsibilities seriously.

4. Stop overpromising

This is one of the fastest ways real estate professionals lose trust. Instead of promising outcomes, promise effort. Instead of guaranteeing timelines, guarantee communication. Instead of claiming certainty, claim commitment. Clients don’t need a superhero — they need someone dependable.

5. Respect property as if it were your own

This connects directly to that historic definition: “Uprightness in the transfer of property.” Don’t exaggerate features. Don’t hide defects. 

Don’t withhold information you know is material. Don’t present selective data to push a decision. Your job is not to win a listing or sale — it’s to guide a human being through one of the biggest financial decisions of their life.

6. Do the right thing when no one is watching

The heart of integrity is what you do privately — how you talk about clients behind closed doors, how you manage private information, how you treat cooperating agents, how you handle conflict, how you behave when money is on the line. Remember the beam: The strongest beams are strong even in the parts you never see.

7. Honor your word (or communicate when you can’t)

Your word is your bond, not just your promise to a client, but the currency of your entire career. 

Every “I’ll call you later” or “I’ll send that over tonight” is a micro-commitment. Most agents treat these as casual statements. Professionals with integrity treat them as verbal contracts.

If you cannot do what you promised, communicate before it becomes a violation — not after. Clients don’t lose trust because you’re busy; they lose trust because promises disappear into silence. Honor your word, and you fortify your career.

8. Adopt this guiding question 

“If this conversation were being recorded and played back publicly, would I be proud of how I handled it?” If the answer is yes, you’re operating with integrity. If the answer is no, something needs to be realigned.

Integrity is not a brand position. It’s a daily practice

You can’t market integrity; you must live it. You can’t announce integrity; you must prove it. You can’t shortcut integrity — you must build it one decision at a time. Just like a house stands because its beams are solid, a career stands because its character is sound.

When you strengthen your integrity, you don’t just rebuild your business — you help rebuild the entire reputation of our industry. Because real estate doesn’t need more scripts, slogans or shiny tools. It needs more beams. More soundness. More professionals who rise above the noise with clarity, courage and moral strength.

It needs you — at your best.

Darryl Davis is the CEO of Darryl Davis Seminars. Connect with him on Facebook or YouTube.