What today’s sellers really want from their estate agent

Vendors want communication that feels tailored, timely and grounded in genuine understanding. 

Put simply, technology may help streamline the process, but it is the human element that wins trust from agents. 

Sellers ultimately expect agents to recognise their individual needs, adapt to their preferred communication style and offer guidance that feels relevant to their stage of the moving journey.

Phone calls still lead, with email close behind

YouGov’s survey of 1,000 homeowners who have sold within the past five years confirms that the traditional phone call continues to reign as the preferred method of communication, chosen by 63% of respondents. Email is not far behind at 56%, with in-person meetings favoured by 40%.

Interestingly, despite the ubiquity of WhatsApp groups and family chats that never quite stay on topic, only a quarter of sellers chose messaging apps or SMS as their preferred method when navigating a sale. When the stakes are high, sellers clearly gravitate to methods that feel more direct and personal.

Preferences shift with age and life stage

The preferences around communication are far from universal. Older homeowners, many of whom have been in their properties for longer periods, show a noticeable preference for in-person meetings, with 44% highlighting this as their ideal. In contrast, fewer than one in five sellers (18%) aged 34 to 54 say the same.

At the other end of the spectrum, younger adults aged 25 to 34, most likely first time buyers, also show a stronger appetite for face-to-face contact at 33%. 

For first-time sellers and downsizers alike, it appears that reassurance, clarity and a tangible human presence remain highly valued.

With nearly half (49%) of sellers inviting three agents to pitch before choosing who to instruct, understanding these nuances gives agents a crucial edge. A conversation tailored to life stage and experience can make all the difference, especially when a vendor is weighing up who feels most aligned with their expectations.

To support this, we now include every vendor’s preferred contact method in all valuation leads we send you, enabling agents to deliver a more personalised and effective first touchpoint.

Sellers expect swift, proactive contact

Responsiveness continues to be a decisive factor. Two-thirds (67%) of sellers expect to hear back from an agent within four hours, regardless of age bracket. A quarter (26%) expect contact within the hour. No pressure.

To help agents meet these rising expectations, we have started trialling the inclusion of preferred contact timeframes within its Prospect Plus leads. This additional detail offers a clearer window into when a potential seller is most receptive, helping agents prioritise outreach and strike while the iron is pleasantly warm.

Personalisation is becoming the default expectation

Those who blend efficiency with genuine human understanding will be best placed to convert leads, build trust and remain front of mind throughout the moving journey.

Rich Hayes, Chief Operating Officer at Zoopla, commented: “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.”