Breaking ‘phone-phobia’: 5 practical shifts to boost conversion

Last week, I was speaking at an event for real estate professionals, teaching on lead generation^[1], when a team leader raised his hand and asked me something that stopped me cold:

“How do I coach my agents through phone-phobia? They freeze up when it’s time to dial.”^[2]

That question hit home because I’ve seen it play out in nearly every office I’ve worked in. Agents want to succeed, but the thought of picking up the phone makes their chest tighten. And when the calls don’t get made, conversion rates suffer, the pipeline slows and profitability drops.

So let’s address this head-on. Do your agents freeze up when the phone rings? Or worse, avoid calls altogether? Most leaders just tell their people to “make more calls.” But that advice doesn’t move anyone past the anxiety.

Instead, here are five practical shifts to actually break phone-phobia, so your team makes more calls, your conversion rates climb and your business runs more profitably.

Why phone anxiety matters (and how it hurts conversion)

Phone-phobia is real. Many agents feel nervous, awkward or even scared to make calls^[3]. But here’s the thing: the people they’re calling often feel the same way. Most consumers are anxious about answering the phone because they expect a sales pitch or an awkward exchange.

That means if your agents bring hesitation or fear into the call, the other person feels it immediately. 

Nervous energy on one end plus defensive energy on the other is a recipe for short, unproductive conversations.

This is why rapport and value have to come first. Leads will lean in when they feel the agent is calm, confident and bringing something useful to the table. Without that, both sides shut down. Research backs this up, about 65 percent of customers still prefer connecting by phone when they need serious assistance. The opportunity is there, but it only works if agents learn to overcome their fear and deliver value quickly.^[4]

5 shifts to break ‘phone-phobia’

Shift 1: Accountability comes 1st

Breaking phone-phobia starts with accountability. If you don’t measure calls, track activity and set clear expectations, the problem never improves.

Too often, “phone-phobia” becomes a crutch, an excuse for why prospecting or follow-up doesn’t happen. 

But the reality is, for a team or brokerage to run profitably, calls have to be made. That requires accountability structures that keep everyone honest.

Agents need to track their daily or weekly calls, review those numbers with leadership^[5] and receive coaching when progress stalls. Wins, even small ones, should be recognized, like an agent making their first nervous call or turning a short conversation into an appointment. 

At the same time, leaders need to acknowledge when someone simply refuses to do the work despite support. At that point, it may be a sign the sales role is not the right fit.

Accountability is not about punishment. It’s about clarity. Without it, no amount of training or encouragement will move an agent past their fear.

Shift 2: From scripted to goal-oriented training

Scripts have their place, but relying on them alone can make agents sound robotic and even more fearful of “messing up.” A better approach is to teach why each phase of a call matters, the opener, the value piece and the next step.

Once agents understand the goals behind the flow, give them the freedom to personalize it. That ownership builds confidence, reduces fear and helps them sound natural. They stop clinging to exact words and start focusing on building connection.

Shift 3: Use other media to warm up conversations

One way to make phone calls less intimidating is to make them feel less cold. Social media is the perfect bridge.

For example, an agent replies to someone’s Instagram comment with a quick video message. A day later, that agent calls and says, “Hey, I responded to your comment and just wanted to see if you had any questions about my response.”

Now the call feels like a continuation of a conversation^[6] rather than a random interruption. That warmth makes the client more likely to engage and the agent more likely to feel comfortable.

Shift 4: Teach value-to-lead instead of ‘speed to lead’

For years, the industry has shouted “speed to lead.” Call first, or you’ll lose the client. While speed does matter, pushing anxious agents to dial instantly only adds more stress.

A better focus is “value to lead.” What are you giving the client with your outreach? A quick market stat? A neighborhood comparison? An insight about timing?

When the emphasis is on value, calls feel purposeful instead of pushy. That change lowers agent anxiety and raises conversion rates, because people respond better when they feel helped rather than hunted.

Shift 5: Teach true conversion metrics and ownership

Conversion rates often show up on office whiteboards, but too few agents actually understand what those numbers mean. It’s not just about the final closed deal. It’s about the ratios at every step, calls to conversations, conversations to appointments, appointments to closings.

When agents are shown their own data clearly, something shifts. The fear drops because they’re no longer in the dark about how they’re doing. They can see progress, spot weaknesses and build on strengths. That sense of ownership transforms the phone from a source of stress into a tool for improvement.

Bonus: Your clients have phone anxiety, too

Remember, your clients aren’t immune to phone stress. Many people prefer texts, DMs or emails these days, and answering a call feels uncomfortable. That’s why leading with value, warmth and clarity matters so much; it reduces their anxiety too.

When both sides of the line feel calmer, trust builds faster. And trust leads to appointments, contracts and closings.

Building confidence, 1 call at a time

Phone-phobia is not solved by yelling “make more calls.” It’s solved by combining accountability, goal-based training, warm-up strategies, value-first outreach and real conversion metrics.

Start with accountability. If you don’t know the activity, you can’t coach it. Then build confidence with strategies that focus on rapport and value. The result is more calls made, more clients engaged and a healthier business pipeline.

Challenge your team this week: Pick one shift, whether it’s adding accountability^[7], warming up with social media or tracking real conversion metrics and apply it. Measure the difference, and celebrate the progress.