The focus of this study has been to increase understanding of how real estate agents create trust with customers. Through semi-structured interviews with real estate agents, the study examines how they work with different trust-building mechanisms. The study examines personality-based, identification-based and knowledge-based trust-building mechanisms. The study's focus is on the personality-based mechanism in the form of customer response during the intake meeting. By examining these three classified mechanisms, the study provides an overview of trust building in the brokerage industry without becoming an oversized and difficult-to-interpret model. In the study, we look at the importance of trust dimensions when we examine how brokers work with these trust-building mechanisms. The study describes the dimensions of trust as competence-based, integrity-based and goodwill-based. In the study, we have concluded that the customer has a major impact on the trust-building work and how brokers work with trust-building mechanisms is individual. This leads to the importance of the dimensions of trust differing from case to case. However, the dimensions of trust are of varying importance when we examine the three-classified trust-building mechanisms as separate types.