Despite the property industry’s growing emphasis on automation and efficiency, a new study reveals that today’s sellers still prefer a personal touch when communicating with estate agents.

According to YouGov research of 1,000 homeowners who have sold a residential property in the past five years, phone calls remain the most popular communication method (63%), followed by email (56%) and in-person meetings (40%).

While messaging platforms such as WhatsApp and SMS continue to rise in popularity for everyday interactions, only one in four respondents (25%) selected these as their preferred method for buying or selling a property. The research, commissioned by Zoopla, suggest that when it comes to major financial and emotional decisions like moving home, direct and personal communication still matters most.

The study found there are clear distinctions in communication preferences between different age groups. Older homeowners (55+), who tend to have lived longer in a property, state a preference for in-person meetings (44%) compared to less than one in five for younger homeowners aged between 34 and 54 years (18%), a group that move more often.

The desire for face-to-face meetings is also higher amongst younger adults aged 25-34 years (33%). This suggests that both first-time buyers and older downsizers are more likely to value direct engagement with agents, either due to inexperience or having not moved in many years.

With recent research from Zoopla highlighting that half (49%) of respondents say they would get round three different agents to see their home before deciding which one to choose, this presents an opportunity for agents to tailor their communication to an individual seller depending on their life stage.

To ensure agents have a clear understanding of a vendor’s contact preference, Zoopla includes this information on all valuation leads sent to agents to enable them to create a more personalised approach.

Speed of response is also an important consideration for agents as they plan how to stay ahead and win more business. The survey revealed that two-thirds (67%) of homeowners surveyed expect a response from an agent within four hours, a consistent expectation across all age groups and demographics.

For a quarter (26%), the bar is even higher, with a response expected within just one hour. To help meet these expectations, Zoopla is trialling the inclusion of preferred contact timeframe in its Prospect Plus leads, providing agents with a clearer picture of when to get in touch with a potential seller.

Rich Hayes, chief operating officer at Zoopla, said: “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.

“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”.

Expected speed of response from agents when selling and buying homes: