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Property portals like Rightmove, Zoopla, and On the Market are gaining popularity, but not everyone who uses these apps is actually planning to move house anytime soon. Sam Kennedy Christian, who lives in Herne Bay in Kent, uses Zoopla to look at her dream purchases and imagines what she would buy if she won the lottery. Katie Smith, on the other hand, finds herself repeatedly opening the Rightmove app, despite having no intention of moving house anytime soon just to look at houses she finds interesting.
Katie, who previously worked in interior design, says she loves to check how quickly properties might sell and has a list of favourite homes she has looked at. While she and her partner are planning to move out of their rented accommodation in about six months, there is no immediate or urgent need to search. Spectating houses from a comfortable location helps them unwind and escape from daily stresses. Similarly, Sam refreshes the Zoopla app as part of her “bedtime scrolling” routine or while waiting for the baby to drop off to sleep.
When we browse property websites, we’re engaging in “a form of escapism that taps into the brain’s reward systems,” says Louisa Dunbar, the founder of OrangeGrove, a research agency that uses behavioural science to improve business websites. She elaborates that visualizing ourselves in these desirable homes triggers the dopamine system, giving us a sense of pleasure, even if we’re not planning to buy. Homes with high-quality photos may encourage viewers to picture themselves living there, while badges labelled on listings with terms like “Highlight” or “Just added” fuel the fear of missing out.
Users have nothing but love for these property sites, but are they worth it to estate agents, given most online viewings will not turn into actual enquiries? Some agents have expressed unease at the high cost to advertise, particularly on Rightmove. They say they provide all the photos and listing information about the houses for sale and are then having to pay to do it. It means these high costs can limit their ability to advertise in local newspapers or other places. Despite this, both Rightmove and Zoopla are bullish about the future, saying that confidence in the market is recovering as mortgage rates fall.
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