Is estate agency still a “people buy people” business – or just outdated nostalgia?

In an age where technology and efficiency are often prioritised over personal touch, the estate agency world is facing a quiet identity crisis. As more agencies turn to outsourced viewing staff and weekend temps to cut costs or scale quickly, a fundamental question arises: does it still matter who shows the property — or have we convinced ourselves it doesn’t?

I recently got into a heated debate where the hot take was: Who cares who shows the property? Outsourced viewing staff, temp weekend help — apparently, it’s all the same. The belief? If a buyer likes a property, the person unlocking the door is just a formality.

Really? Is this where we’re at in estate agency?

Here’s the thing — most buyers don’t arrive knowing exactly what they want. In fact, after a handful of viewings, they’re usually more confused, overwhelmed, or downright indecisive. It’s not just about seeing four walls and a kitchen; it’s about the narrative, the feeling, and who is guiding them through it.

An estate agent who truly knows the buyer’s fears, dreams, and deal-breakers — and matches that with intimate knowledge of the property, seller’s situation, and neighbourhood nuances — is not just a doorman.

They’re a trusted advisor, a subtle influencer, and often the difference between a casual look and a life-changing purchase.

So, is the industry really ready to reduce this complex, deeply human process to outsourced temps and Saturday workers who barely scratch the surface?

I say, don’t fool yourself — estate agency remains a people-buy-people business, and anyone who says otherwise is selling you short.

David Cantell is the owner of Cantell and Co estate agents Richmond, SW London.