A preference by Gen Z and Millennials to use text-based communications instead of a phone call could be undermining their job performance and career success, particularly in sales-based roles.

Research published in June 2023 found that an increasing reliance on modern communication technologies such as texting and email has contributed to telephobia or “telephone anxiety”, which is defined as an apprehension for making phone calls.

In fact a recent US survey found that 81 per cent of of millennials said they get anxious about picking up the telephone to make a call.

However, in commercial real estate – and indeed any form of sales or relationship-based role – text-based communications should be used sparingly as they are proven to undermine effectiveness and performance.

Whether you are canvassing for business, following up enquiries, or nurturing existing relationships, text-based communications will never be able to build the rapport and trust that a phone call can. It makes sense and is backed by science.

Phone calls are 34 times more effective than text-based communications

Two studies in 2016 and in 2008 found that emails are less persuasive and less effective in generating a positive outcome than picking up the phone.

However, this lack of effectiveness is often not fully appreciated by the communicator. The studies found that participants overestimated how effective or influential their emails would be in generating a response from recipients. This is partly because they failed to appreciate how untrustworthy their emails would be viewed as by others.

Conversely, those same people underestimated how effective and influential their in-person communications would be.

The ability of phone calls to persuade is likely because a phone call creates a stronger bond than text-based communications, something confirmed in a 2020 study by the University of Texas.

“People feel significantly more connected through voice-based media, but they have these fears about awkwardness that are pushing them towards text-based media,” the study’s co-author Amit Kumar said.

While historically, there was no alternative but to push through that anxiety and make a phone call, modern technology has made it easier and more convenient to simply send text-based communications.

However, this convenience, and modern automated sales tools that enable sending a series of automated emails or text messages over days or weeks, means that people are being bombarded with generic and impersonal text-based communications, rendering them increasingly less effective.

Furthermore, people’s fear of a telephone interaction being awkward is often overblown and once they make the call, they realise it wasn’t that bad, according to the University of Texas research.

Use the Most Effective Communication Tool

In sales especially, you should choose the communication method that will be most efficient, effective and persuasive.

And as with any habit or skill, the more you use the telephone to make calls, the easier it will become. While there will be knockbacks, no-answers, unreturned voicemails, and dismissals, you will also find receptive recipients, and be able to catch the right person in the right place and at the right time to deliver tangible outcomes, something that text-based communications will struggle to achieve.

While most people consider how their reputation impacts their path through life, less common is people considering the importance of their personal brand.

Your personal brand is the image, identity, strengths and characteristics by which you wish to be known, and is defined by consciously crafting that image among your community and peers.

This differs from your reputation which is the actual perception that people have of you based on their – and others – experiences and interactions with you.

When you are considering your personal brand, you should also assess how it might impact your reputation, as your personal brand helps shape how others perceive you. In fact, the two combined are one of the most significant influences on the success of your personal and professional life.

First Impressions and Personal Brand:

First impressions, where your reputation does not precede you, is one of the most critical ways your personal brand can influence your success.

Within only a few seconds, people will make judgments about your competence, confidence, professionalism, trustworthiness, and social status. And if you make the wrong first impression it will be difficult to change.

However, with a personal brand that has considered how you would like to portray these and other attributes as part of your first impression, you will be far less likely to make a bad one.

How To Shape Your Personal Brand

Set Goals: As with almost everything in life, what you want your personal brand to represent comes back to your goals. Those looking to excel in the corporate world will have a completely different personal brand to an aspiring professional surfer. Once you have defined your goals, you can start to shape your personal brand around those goals.

Map Your Current Personal Brand: Next you should clearly identify what your current brand projects. Identify your strengths, weaknesses, values and qualities and then consider how to bring these into your personal brand – in relation to your goals.

Physical Appearance: Your physical appearance is one of the most important factors of your personal brand and ties directly with people’s first impression. How you dress, your grooming, style and body language are all powerful branding signals.

Body Language: Your body language is directly correlated with your physical appearance. How you stand, walk or sit, your facial expressions, gestures, all impact your brand and how you are perceived.

Online Presence: Social and digital media has provided incredible opportunities for shaping your personal brand. Ensure clear, concise and well presented information is presented across all channels.

Networking: Actively engage with your communities and peers across both digital and offline channels. Join events, clubs, online forums and channels and add value to conversations around areas of interest or your specialty.

Consistency: Branding – whether business or personal – is about message consistency and repetition. Mixed messages will cloud and confuse your personal brand.

Seek Feedback: Ask trusted people whether your personal brand reflects what you wish to project, and respond positively to criticism and feedback.