A new study from Zoopla shows that while automation and digital tools are reshaping the property industry, sellers still value personal and direct communication with estate agents.
Phones remain most popular, but email is closing in
The YouGov survey of 1,000 homeowners who sold a residential property in the past five years found that 63% prefer to communicate by phone when buying or selling, followed by 56% who favour email and 40% who prefer in-person meetings.
Although messaging platforms such as WhatsApp have become increasingly common, only 25% of respondents said they would use this or SMS for property transactions. The results indicate that for major financial decisions, traditional methods continue to dominate.
Communication preferences differ by age
Preferences vary significantly across age groups. Homeowners aged 55 and above show a strong preference for in-person meetings (44%), compared with only 18% among those aged 34 to 54. This younger group tends to move more frequently and may rely less on face-to-face contact.
Interestingly, younger adults aged 25 to 34 also show a greater interest in meeting agents directly, with 33% preferring in-person interactions. This suggests that both first-time buyers and older downsizers value personal engagement, whether due to limited experience or a longer gap since their last move.
Zoopla’s earlier research found that 49% of sellers would invite around three different agents to value their home before choosing one. This gives agents the chance to tailor their communication style according to the seller’s life stage and preferences.
To support this, Zoopla now includes contact preference information in all valuation leads sent to agents, helping them deliver a more personalised approach.
Two-thirds of sellers expect a response within four hours
Speed also plays a crucial role in securing new business. The survey revealed that 67% of homeowners expect a response from an agent within four hours, regardless of age or demographic.
For 26% of respondents, expectations are even higher, with a response anticipated within one hour. To help agents meet these expectations, Zoopla is testing a feature in its Prospect Plus leads that indicates a seller’s preferred contact timeframe, giving agents clearer guidance on when to reach out.
Personalisation remains the priority
“For many of today’s consumers, a personalised experience is becoming the expectation, not a ‘nice to have’,” said Rich Hayes, chief operating officer at Zoopla. “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.”
“Zoopla is investing in tailoring and personalising experiences across the consumer journey to unlock greater value for agents,” Hayes explained. “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.”
