katie smith
Katie Smith regularly ‘Rightmove stalks’ homes for sale
Katie Smith has struggled with addiction for as long as she can remember. She feels compelled to do so dozens of times a day.
The 30-year-old found herself repeatedly opening the Rightmove app, even though she wasn’t planning on moving any time soon.
“Rightmove is my porn,” laughs Katie, from Stone, Staffordshire. “It’s like being a modern-day Peeping Tom,” she says, peeking into your home all using your smartphone.
Last week, after a day trip to Knutsford, Cheshire, she spent the evening looking at all the homes for sale there, regardless of price. And during a recent weekend in London, she loved seeing “how expensive the Richmond homes are” near her hotel.
Real estate portals like Rightmove, Zoopla, and On the Market are a treasure trove of user data on both homebuyers and sellers.
Zoopla told the BBC that 1,860 properties are viewed every minute on its website and app, but the figure is even higher on Rightmove, at around 10,000 properties viewed per minute. That’s what he said.
Rightmove recently rejected a fourth takeover offer from Rupert Murdoch’s REA Group, with the latest £6.2bn offer undervaluing the company and its prospects, and how valuable the data it holds is. He said that it shows that.
The website itself acknowledges that not all users actually want to move into a home. So what makes people scroll?
Katie, who previously worked in interior design, says she likes seeing how quickly properties sell and has a list of her favorite homes she’s seen.
“I love properties with character, like beautiful Georgian houses,” she says.
She and her partner plan to move out of their rental home in about six months, but there’s no immediate need to search.
“He thinks I’m looking at more houses because of this, but I’m not. I just love this house!”
“I love the floor plan.”
Sam Kennedy Christian, who lives in Herne Bay, Kent with her husband and two children, uses Zoopla to help her research her dream purchase.
“I love imagining what I would get if I won the lottery…especially in the Isle of Man, where I grew up and where my family still lives,” she says.
jessica witcher
Sam Kennedy Christian uses Zoopla to research homes both in her local market and in the area where she grew up
During the pandemic, many people sought more outdoor space, which brought them closer to the waterfront.
Sam said she enjoys updating the Zoopla app as part of her “bedtime scroll” routine or while waiting for her baby to fall asleep.
She’s also eyeing similar properties in the local market, but doesn’t plan on selling any time soon.
“I especially love floor plans. You can really see the house and know how you’ll use the space.”
dopamine trigger
When we browse real estate websites, we’re engaging in ‘a form of escapism that taps into the brain’s reward system,’ says research organization that uses behavioral science to improve business websites. says Louisa Dunbar, founder of Orange Grove.
“Imagining yourself in these desirable homes stimulates your dopamine system and gives you a feeling of joy, even if you don’t plan on buying one. It’s an opportunity to mentally step into a better life.”
She says certain features of real estate portals can have a big impact on what we click on.
High-quality photos can make viewers imagine themselves living in the property, but the use of badge listings that include terms like “highlights” and “just added” can be hard to miss. It incites fear that this may happen.
When we peer into our neighbors’ living rooms or imagine a better future, these psychological triggers can keep us occupied, she says.
Browsing through real estate listings online is a favorite pastime for many people.
Users may love these real estate sites, but are they worth it to real estate agents given that most online browsing doesn’t result in actual inquiries?
Some agencies have expressed concerns about the high cost of advertising, especially in the case of market leader Rightmove. They provide all the photos and property information about the home for sale and state that you have to pay a fee for it. This means that these high costs may limit your ability to advertise in local newspapers and other locations.
One estate agent, who did not wish to be named, told the BBC: Prices (for real estate agents) are rising faster than I would like and I’m worried that real estate agents are tightening the market.
“But it’s still worth listing your property there, even if many users are just browsing without intending to actually move.”
In response, Rightmove said: “We have a range of packages to suit different sizes and needs, with the average (agent) spending £1,497 per month.”
Both Rightmove and Zoopla are bullish about the future, saying market confidence is returning as mortgage rates fall. Zoopla said Thursday that the number of homes for sale on its platform is increasing.
And for now, they’re homeowners checking out how their home’s value compares to their neighbors’ homes, whether they’re just lazy people wandering around or daydreaming about castles they’ll probably never be able to buy. It seems to attract everyone, whether it’s a house or even a real house. buyer.
Additional reporting by Chris Newlands
