Research from Zoopla reveals that while automation and efficiency continue to reshape the property industry sellers still want a personal touch in how estate agents communicate with them.
The YouGov survey of 1,000 homeowners who have sold a property in the past five years found that phone calls remain the preferred contact method for 63% of sellers, followed by email (56%) and in-person meetings (40%).
Despite the popularity of WhatsApp and other messaging platforms, just one in four (25%) respondents said they preferred digital messaging when buying or selling a home.
Communication preferences vary significantly by age. Older homeowners aged 55 and above are most likely to value face-to-face meetings (44%), while younger movers aged 34 to 54 prefer more remote methods (18%).
DIRECT ENGAGEMENT
Around a third (33%) of 25–34-year-olds – many of whom are first-time buyers – also said they preferred in-person meetings, suggesting that both the youngest and oldest sellers appreciate direct engagement.
Zoopla says the findings highlight an opportunity for agents to tailor their approach based on the customer’s life stage.
With 49% of sellers inviting at least three agents to value their home before making a decision, personalisation could be a key differentiator.
Speed of response also matters. Two-thirds (67%) of homeowners expect agents to reply within four hours, and a quarter (26%) expect a response within one hour.
To support agents, Zoopla now includes vendor communication preferences in all valuation leads, and is trialling a feature in its Prospect Plus leads that also indicates the preferred contact timeframe – helping agents deliver faster, more personalised interactions that align with client expectations.
OPPORTUNITY TO ADAPT
Rich Hayes, Chief Operating Officer at Zoopla, says: “For many of today’s consumers, a personalised experience is becoming the expectation, not a ‘nice to have’.
“This study highlights the opportunity for agents to adapt the way they communicate and engage with sellers to help win more business.
“The needs of those who move less often is clear, where the professional advice of an agent over the process could help clinch the business.”
GREATER VALUE
And he adds: “Zoopla is investing in tailoring and personalising experiences across the consumer journey to unlock greater value for agents.
“Our 4.8m homeowner subscribers get property specific alerts and tailored local market insights. When our seller leads are passed to an agent there is a wealth of insight to help the agent tailor their pitch in the living room which includes communication preferences”.
