I believe there are a few ways that this can be done not just in the Real Estate industry but in other industries as well.

1) Transparent Marketing- This will be come a "buzz" word for us who market widgets and services in the future. Let me give you my definition for transparent marketing, being able to verify what you say about your widget or service with others information. I believe this has to be done not with just small print sourcing information. This is something that needs to be cross referenced to other websites that are recognizable to the general public.  At the Hear It Direct conference consumers talked of how everything they found was cross referenced with other sites. 
So how would this look in a real world environment? Lets take Real Estate, on your website, when people view a home we could link to Google maps street view so they can see the neighborhood, there would also be a link to Zillow so people could check the Zestimate, another link for Trulia so they can see the birds eye view. By giving people other sources you are validating your transparency for each property.  
The key here is the sites used for cross referencing have to be site recognizable to the general public or they are going to want to check deeper. 

2) Higher Calling Marketing- this sounds funny but let's take a serious look at it. This generation wants to help, they are a generation of recyclers, ribbon wearers, and 5kers for a cause. They sincerely want to show they are doing something help others thus proving to themselves they are not a selfish generation. I look to 2 national brands that have tapped this marketing style very well! Toms shoes, and Subaru, how else could you sell the ugliest shoes and station wagons to a modern generation? 
Let's take a real world view of this style of business. Let say that for every home you sale you will donated $150 to a local charity this in turns starts a great word of mouth marketing campaign that just continues to grow without you.   Lets take this a step farther and say you have pre-chosen 4-5 local charities for them to pick where the money goes and the charities  range from humane society, children's charity, local Audubon society,  and a local Literacy Counsil.

3)Video Marketing- All of the people on the panels at Hear It Direct said they watched the videos if they were offered. Why? Because they felt it was harder to hide problems with a home or neighborhood in a full motion video. They mentioned this isn't just pictures set to music that they had already seen in the listing. They hated that across the board! Have you ever gone to Timbuc2 to view backpacks they have a great video of each product being offered and how it works, how it fits, this is the style of videos consumers are looking for, short, and transparent about widget or service. 

4) Testimonials- These really go to hand in hand with transparent marketing. People want to hear what others are saying about you, so viewing other sources for validating you. I do believe these should be done in video. I see so many times where there is a quote and I think to myself did those people really say that? I also believe there is a fine line you will walk here with quality of the video. Bad quality video is hard to trust and great quality video seems over produced and hard trust also. 

5) Referrals- For all of the great technology we have at our finger tips no one on any of the panels found their agent via technology. They got their agent thru a referral! This low tech marketing still rules in today's modern industries. You are going to have to do all of the items above to be able to earn the referral in the future. If you are not staying in touch with your sphere and past clients you are missing out and going to continue to miss out in the future. 

The Google generation is seeking trust. How do you plan on earning it?