What are buyers looking for when touring a home? Heat maps reveal it’s all WRONG

Some Britons spend less time looking at their next home than they do test-driving a car – and they focus on the wrong things.

A fifth of us spend less than 20 minutes looking at a house before making an offer, according to Zoopla.

The property portal has also used heat map technology to show where potential buyers look most during a viewing of a home, with surprising results.

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Considering the average home is worth £265,000, a 20-minute viewing could typically equate to a £13,280 per minute decision.

According to Auto Trader, a test drive at a car dealership will last up to an hour, with many completed in 30 minutes – less time than it would take these buyers to tour a property.

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But some agents think 20 minutes is enough to get a feel for a place, especially if they’ve already done their research online.

Amy Reynolds, Sales Director at Richmond estate agent Antony Roberts, says:

‘Most people end up very happy with their property purchase, which suggests that they know what they want and when they see it, they can make a quick decision.

‘Prior to a viewing, most people will have viewed the property online, looked at the floor plan and layout and already made a preliminary decision as to whether the property sounds like a good fit for them.

‘After that, it’s just about confirming the space and feel of a home, and yes, feel is key.’

Homebuyers focus on decor, not details

By using eye-tracking software on groups of real home buyers, Zoopla was also able to reveal where people focus their attention during viewings.

Incredibly, homebuyers spend just 34 seconds looking at a bedroom and just 1.2 minutes in the kitchen.

But perhaps most interestingly, the technology showed what things buyers are focusing on in real time, displaying which items and areas appeal to homebuyers and which are most neglected.

Instead of focusing on important things like the condition of the boiler, water pressure or signs of damage or damp, homebuyers were more likely to spend time admiring items that wouldn’t even be there when they moved in, such as furniture and decorations.

According to Zoopla, mirrors, plants and paintings were particularly popular.

In hallways, while the coat rack, carpet and ornaments were viewed for more than a second on average, structural elements of the property such as the ceiling, floor, radiator and walls were viewed for less than a second, or not at all.

Many homebuyers were also distracted by the bedroom’s feature walls, looking back up to 19 times in different rooms.

Trial participants were less interested in the floor, roof and ceiling, all important parts of a home that should be inspected before making a purchase.

Meanwhile, people did not look at radiators for more than 0.5 seconds in any room, despite them being a crucial component of a home’s heating system.

Zoopla also revealed that while buyers were checking out the bath and shower, they tended to ignore bathroom ceilings, which are more prone to damp and condensation.

These were observed for the shortest period of time, just 0.34 seconds, occupying only 3 percent of attention in the bathroom.

The trial follows independent research by Zoopla based on 2,000 home buyers who attended home viewings over the past five years.

This research found that only half of potential home buyers check something as important as the boiler and only a quarter check the water pressure.

Just under a quarter check the strength of their Wi-Fi, and a similar proportion check their attic.

However, when it comes to cosmetic features and furnishings, once again, these were found to attract much more attention.

A quarter admit to having seen photographs of the family living there and a similar number of the technology in their home.

Almost a third look at the flowers and 37 percent admire the furniture. One in eight even admits to having seen how comfortable the owners’ bed and sofa are.

The study also found that two-fifths do not check for humidity and three-fifths do not check for condensation.

Jonathan Handford of Fine & Country estate agents believes cosmetic factors play a crucial role in a property’s appeal.

“Well-presented homes with modern kitchens, stylish bathrooms and fresh paint are significantly more attractive than those in poor condition or with dated decor,” Handford said.

‘Carefully chosen furniture and décor can effectively showcase a desirable lifestyle, making the property more attractive to potential buyers.

‘This attention to presentation also enhances marketing materials, allowing agents to better convey the property’s potential through high-quality images and descriptions.’