Sellers want a more personalised communication approach from agents, but needs vary finds new Zoopla study
EMBARGOED UNTIL 00.01 MONDAY 10TH NOVEMBER 2025
Sellers want a more personalised communication approach from agents, but needs vary finds new Zoopla study
Sellers want more tailored communications to meet their needs. Taking time to understand each vendor’s preferred contact method can give agents the edge when it comes to winning instructions
Communication preferences vary by age and moving experience. Less experienced movers have a stronger desire for face to face engagement
Quick, proactive engagement is a key to winning business. Two-thirds of sellers expect a response from an agent within four hours, with one in four expecting it in under an hour
UNDER EMBARGO UNTIL 00.01 MONDAY 10TH NOVEMBER 2025, London:. A new study from Zoopla, one of the UK’s leading property websites, reveals that despite the property industry’s increased focus on automation and efficiency, today’s sellers value a personalised approach in their communications with estate agents
Phones still lead the way, but email is catching up
The YouGov research of 1,000 homeowners* who have sold a residential property in the past five years highlights that communication by phone calls (63%) remains the preferred method of communication when buying or selling a property, followed by email (56%) and in-person meetings (40%).
Despite the rise in popularity of messaging platforms like WhatsApp, only 25% of respondents selected this or SMS as their preferred method when buying or selling a property. This highlights that when it comes to important decisions like buying or selling a home, more direct and personal communication methods still take precedence.
How do preferences change amongst age groups?
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.
Two-thirds of respondents expect an agent response within four hours
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.
Commenting on the research, 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”.