In a groundbreaking experiment, Zoopla used advanced eye-tracking technology to explore how potential buyers view homes, revealing surprising insights about house-hunting behaviour.
Zoopla, the renowned property portal, recently conducted an intriguing experiment in Ruislip using cutting-edge eye-tracking technology. The aim was to discover where potential buyers focus their attention during property viewings. The findings provide valuable insights into the often unpredictable behaviour of house hunters.
The Eye-Tracking Experiment
The experiment took place in a house located in West London, where five participants wore eye-tracking glasses developed by Tobii. These glasses tracked their eye movements, allowing researchers to analyse what drew their attention during the viewing. The results were both enlightening and surprising.
Key Findings
Brief Viewing Times: On average, participants spent only 34 seconds in a bedroom and just over a minute in the kitchen. These brief interactions highlight the rapid decision-making process often involved in house hunting.
Distraction by Decor: The study revealed that potential buyers are frequently distracted by items that would not remain in the house, such as ornaments, furnishings, and decorations. Mirrors, plants, and pictures captured significant attention, demonstrating the impact of home staging.
Cosmetic Features vs. Essentials: A staggering one in five buyers spends less than 20 minutes viewing a home before deciding to make an offer. Given the average UK house price of £265,600, this equates to a decision worth £13,280 per minute. Despite this financial magnitude, many buyers focus more on cosmetic features than on essential elements of the property.
Focus Areas: Structural aspects like flooring and ceilings accounted for 38% of the attention share. In contrast, cosmetics and furnishings drew 54%, and fixtures received only 8%. Surprisingly, essential features such as radiators garnered less than half a second of attention in any room.
Insights for Real Estate Agents
Daniel Copley, a consumer expert at Zoopla, emphasised the value of these findings for real estate agents. “For agents, the experiment provides insights into what their clients are really looking at when viewing a property,” he noted. “Buying a home is the most expensive purchase most of us will ever make. So, it’s crucial to make every effort to inspect all elements, to save yourself time and money further down the line.”
Surprising Survey Results
The experiment was complemented by a survey of 2,000 individuals who had attended property viewings in the past five years. The survey uncovered several surprising statistics:
Boiler and Water Pressure Checks: Only half of the prospective buyers check the boiler, while a mere 25% assess the water pressure. Additionally, just 24% evaluate the broadband connection, and 23% inspect the loft.
Curiosity and Intrusiveness: Cosmetic features often draw as much, if not more, attention than essential home components. A quarter of respondents admitted to looking at family photos displayed in the house, while a similar percentage checked out home tech.
Furniture and Fixtures: Nearly 37% admired the homeowners’ furniture, and 14% peeked into drawers and cabinets. Furthermore, 13% even tested the comfort of the owner’s bed and sofa.
The Impact of the Experiment
Lily Mace, senior sales consultant at Coopers Residential, expressed enthusiasm about the experiment: “We are always looking for ways to help buyers and sellers get the most out of their experience, so it’s been fantastic to work with Zoopla on this experiment.”
The findings from Zoopla’s eye-tracking experiment shed light on the unpredictable nature of house-hunting behaviour. As buyers navigate through properties, their focus often gravitates towards temporary, aesthetic elements rather than the essential features that define the home’s long-term value. This research offers valuable insights for real estate professionals striving to enhance the home-buying experience for their clients.
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