Gen.Z, typically defined as those born between 1996 and 2011, are now aged 12 to 27, so a good 50% are now entering (or are in) the world of work. 20% of CVs I receive who want to be in the Property Industry fall into this demographic now.
They are digital natives who’ve grown up in a world of constant connectivity, smartphones, and instant communication. Yet, despite being glued to their devices, this generation has developed a marked aversion to making or receiving phone calls (even regarding their job application!)
Research has revealed that over a quarter of Gen Z actively avoid phone calls, citing feelings of anxiety, awkwardness, or inefficiency. This aversion is becoming increasingly noticeable to recruiters like myself and internal hiring managers. In our industry of estate / letting agency and property management, where direct communication is often essential I cannot be the only one thats finding it hugely concerning.
Sally Asling from ProFind states “Recruiters often find themselves having to WhatsApp, email, or text candidates multiple times before they’re willing to have a simple phone conversation – it feels like they will avoid an actual conversation for as long as possible”
So I did a bit of research on this to find out “Why does Gen Z avoid the phone?”
It appears the reasons can fall under the following subheadings:
Anxiety and Fear of Awkwardness: Many Gen Z individuals feel anxious about speaking on the phone. Unlike a text or email, a phone call demands immediate responses, leaving no time to carefully consider a reply. This can create feelings of vulnerability or fear of making a mistake.
Preference for Communication on their terms: Texts, emails, and WhatsApp messages allow users to respond at their own pace, aligning with Gen Z’s preference for flexibility and control over their time.
Cultural Norms and Conditioning: With most communication shifting to digital platforms, the idea of calling someone can feel outdated or even intrusive—akin to knocking on someone’s door unannounced.
Tech-Driven Habits: Growing up with smartphones offering countless ways to communicate without speaking—social media, messaging apps, and voice notes—has made phone calls feel redundant to many.
Implications for the Property Industry
Its all very well understanding how the cultural shift has happened, but at the end of the day surely being able to have a conversation on the phone is a vital life skill as much as it is a skill in many jobs?
In Estate Agency, Residential Lettings, Property Management, Sales Progression and any form of Business Development, direct communication is critical. Success often hinges on the ability to build rapport quickly, negotiate deals, and resolve issues effectively—all skills that historically relied on by having confidence on the phone.
The Property Industry is not alone – other professions are having the same concerns.
Challenges This Poses:
- Sales and Lettings Agents: Cold calling, a traditional cornerstone of estate agency sales, is particularly daunting for Gen Z professionals who dislike phone interactions.
- Sales Progression/ Property Management: Managing multiple parties in property transactions—buyers, sellers, solicitors, tenants and Landlords —requires clear and immediate communication, often best handled over the phone.
Why It Matters
The decline of the phone call may feel like a natural evolution, but it has real consequences for industries that depend on personal connection. Estate agency and lettings businesses, in particular, must ensure that younger employees are equipped to embrace the phone—not just for tradition’s sake, but to meet client expectations and close deals efficiently.
As Sally Asling, Director of ProFind Property Recruitment, explains: “Recruiters and employers alike notice this shift. The reluctance to pick up the phone often leads to delays in communication and decision-making. While Gen Z brings incredible tech-savvy skills to the workplace, learning to embrace the phone can be the game-changer that sets them apart in our industry.”
How could employers address this?
Initially, when I spoke to clients there was a wall of reluctance to have to adapat and change, but then others have viewed that our industry has to change and move forward recognising that as a population our communication preferences are changing on the whole.
Some suggestions could be:
Rethink Sales Training: Traditional sales training that prioritises phone communication needs to evolve. However, the importance of phone skills shouldn’t be ignored.
Use Technology to Bridge the Gap: While phone calls are essential, leverage Gen Z’s strengths in tech and digital communication: Does your company have the technology in its CRM to process WA / Text etc
Reinforce the Value of Human Connection: Teach younger professionals the long-term benefits of personal communication:
Support a Multi-Channel Approach: Encourage staff to balance modern communication tools with traditional methods. Clients appreciate a mix of phone calls, emails, and WhatsApp messages tailored to their preferences. As Agents who use multi channel advertising and have social media accounts it important to recognise just as leads come from these channels the follow ups are often equally successful this way.
Final Thoughts
Great communication remains one of the most valuable tools in the property sector. To meet the challenges of a digitally native workforce, employers need to adapt training programs and encourage a balance between digital communication and traditional phone skills.
If you’re a leader in the property industry, consider how your team’s communication strategies align with today’s challenges—but also Gen z’s need to know –the phone isn’t dead yet.
