Trust is the Real Currency in Property - So Why Are We Still Guessing?
Chloe Scott, founder of Zillah, on the credibility gap nobody wants to talk about, and why she decided to do something about it.
From Interior Architecture to the Property Industry
My route into property was a natural progression rather than a dramatic pivot. I studied interior architecture and design at university, then started my own small business working with private residential clients, flexibility that worked well around my young children, and that gave me a strong grounding in how people actually live in and use their homes. That curiosity led me to my first property networking event, and like many people entering the space, I explored different strategies before focusing on Rent-to-Serviced Accommodation. I set up two properties which are now fully managed and consistently profitable. What attracted me most was the combination of creativity and structure. Property sits at the intersection of design, people, and business.
What I Underestimated About the Industry
I underestimated just how much of the industry revolves around selling, and how loudly that selling plays out online. The competitiveness, the constant positioning, and the pressure to look like you're always winning can feel overwhelming, especially through a screen. What surprised me most was the contrast between how the industry looks online versus how it feels in real life. Social media can make property seem cut-throat and transactional, yet in person it is often collaborative, supportive, and generous with time and knowledge. That disconnect isn't always obvious when you're new, and it can easily knock your confidence if you don't realise what's really going on behind the scenes.
The Problem I Couldn't Ignore
The trust problem didn't reveal itself all at once. It was a gradual accumulation of moments that eventually became impossible to ignore. I'd reach out to people for advice, people who presented themselves as experienced, only to discover they were no further ahead than I was. I'd see people inflating their experience on social media, building audiences on the back of a story that didn't quite hold up when you looked closer. On the other side were people I deeply respected: experienced, competent professionals who had quietly built impressive portfolios and track records, but who simply weren't active on social media.
Social media has its place, it's a great way to get a snapshot of someone. But that's all it is: a snapshot. People only share what they choose to share, and unfortunately some people fabricate their posts entirely. In an ideal world, we'd meet people in person multiple times, build relationships slowly, and really get to know one another. But that isn't always possible or practical. We need a way to validate people quickly and honestly, especially in an industry where the financial risks are so high.
This is an industry where money is king, and that brings out the worst in some people. There are individuals who make every decision with themselves at the forefront, yet are extraordinarily skilled at convincing others they're acting in their best interests. And with thousands of newcomers entering the sector every year, there's always a fresh audience who don't yet know what to look for or where to find the information they need, often for free. Something needed to change.
Why I Built Zillah
Zillah is a credibility platform built for property professionals who are tired of being judged by their follower count rather than their actual track record. It gives professionals one place to house all of their credibility signals: verified ID, compliance documents, company information, and, most importantly, genuine, evidence-backed references from people they have actually worked with.
I want to be clear about something, because I think it gets misunderstood. Zillah is not a compliance platform. Yes, there are compliance features, ID checks, documentation, the basics. But that's not the point. Anyone can become compliant. Not everyone can get people to vouch for their work. And that's the gap.
The reference system is the feature I'm most proud of. Right now, people can say whatever they like online, and it's up to everyone else to figure out what's real. Reviews are easy to fake and easy to manipulate. But a reference tied to a specific transaction or relationship, where the referee is a named, contactable person, carries a completely different weight. That's what makes Zillah different. Proof becomes the starting point, not the afterthought. Your work speaks for you.
Zillah is also entirely voluntary, it is not a policing tool. My focus is entirely on the people doing things properly, helping them stand out and have better conversations with investors, lenders, and partners from day one. And here's what I genuinely believe: if being verified becomes the standard for being taken seriously, the bad players won't need to be called out. They'll simply become irrelevant.
Why the Name Changed
Zillah was originally launched under a different name, Trust Verified. As the platform developed, we encountered a potential trademark conflict, something that reinforced what I already knew: if a name isn't truly distinctive, it's unlikely to be a one-off issue. The decision to rebrand was a proactive one, choosing to build on stronger long-term foundations, both legally and commercially.
I spent hours upon hours checking hundreds of name ideas. Most of them were completely made-up words, thinking I'd have a better chance of finding something clean, but frustratingly, they were all being used in some capacity. Eventually, I stepped back and came back to the why behind everything, and that led me straight back to my mum. She has been, alongside Jack, my absolute biggest supporter and has helped me get to this point. I genuinely wouldn't be writing this article if it wasn't for her. She is, without a doubt, the strongest woman I know. Her name is Yvonne, which didn't quite have the right ring to it (sorry mum). But her mum, my Nana, was called Zillah. Sadly, she passed away when I was very young, so I don't remember her much. But what I do know is that she was exactly like my mum. And she's the reason my mum is the strong, supportive, loving and generous woman she is today… because she had that too. So I introduce Zillah to the world. A name that is not only more distinctive and built for the future, but one that I intend to grow into a global brand, in honour of my mum, and her mum that came before her.
The Reality of Building Something New
Building Zillah has been the hardest and most rewarding thing I have ever done professionally. I spent ten months researching, validating, and building before launching, speaking to over 100 property professionals, attending networking events, and seeking honest feedback from founders, investors, and VC managers. I wanted to ensure I was building something people needed, not just what I thought they needed. That's the point of having 100 Founding Members, to have the first 100 involved in shaping Zillah from the inside. There were moments of real self-doubt. There still are. But when doubt crept in, I'd turn to learning - through a podcast, a masterclass or a book. That always helps remind me that anything is possible, if you're determined enough and willing to learn, listen and pivot.
One of the most important decisions I've made recently has been bringing on a co-founder, Jack Scott, who also happens to be my husband. We've been married for almost eight years, and he has seen Zillah from the very beginning… from a simple idea discussed around our dining table, to a live platform with growing traction and interest. Because of that, his transition into the business felt both natural and necessary. It quickly became clear that if I wanted to achieve the goals I've set for Zillah, I couldn't do it alone. I needed someone who truly understands the vision, but more importantly, someone who understands me, how I think, and how I work. Over time, as Jack saw the platform develop and was exposed to more of the process behind building a business, it sparked a genuine interest in entrepreneurship for him. What started as curiosity quickly turned into a real desire to be more involved, and ultimately to come on board and help build it. Working with a spouse isn't for everyone, but for us, it works. We're best friends, we challenge each other, and we're each other's biggest supporters. That level of trust and alignment is incredibly hard to replicate. Jack doesn't come from a traditional business background, he's a doctor and currently works as a GP registrar. But this is where transferable skills really matter. His ability to learn quickly, solve problems under pressure, and communicate effectively with a wide range of people will play a significant role in the growth of Zillah. Alongside that, Jack has always had a strong interest in technology and building things from scratch. That natural curiosity, combined with his analytical mindset, makes him a strong fit for the technical side of the business. His role will focus on developing and maintaining the platform as it continues to evolve. We will expand the team over time, but for now, the strength, focus, and determination of the founding team has doubled, and that's a powerful place to build from.
Practical Advice for Property Professionals
Whether you join Zillah or not, there are things every property professional can do today to build genuine credibility:
Be completely honest about where you are on your journey - including what you don't know. Sharing that self-awareness builds trust faster than any polished bio. Faking it until you make it is what loses people their pensions. The most trusted professionals I know are the ones who say "I don't know, but I'll find out" without flinching.
Share the whole picture, not just the headline numbers. Revenue figures without expenses, tax, and professional fees are misleading. Overinflation is rife in this industry, and the people it harms most are those with the least experience.
What Success Looks Like
Success for Zillah will be when it becomes the standard - the expectation. When everyone entering the industry starts building their evidenced references from day one, so that anyone can verify that someone is who they say they are. If it saves just a handful of people from losing money to chancers, that is success. Zillah is not a perfect solution. But it is a step in the right direction.
Trust is the real currency in business. Zillah exists to make that trust visible, transferable, and earned - not assumed.
Chloe Scott is the founder of Zillah. 100 Founding Member spots are currently open at £29 per month or £290 per year.
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