We have just left an era of unprecented economic success and now companies are being forced to scrutinise their business models. Consumers have changed their buying patterns and value for money is now premium, but is it the key area that needs to be addressed? This book takes a look at another area which has a major influence on attracting business; public perception. A core business principal is that the customer is always right, but if the customer is making their decision based on stereotypical data rather than first hand experience then a grey area emerges. The analysis in this book looks at how estate agents are perceived as a profession and how changing the common perception can lead to a greater share of the market. The data reviewed provided the need for a comparative study between US and Irish markets, and the findings will provide ample proof that public perception is a key area that can be addressed quickly and in a cost effective manner.