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New eye tracking technology reveals what buyers really look at when viewing a property

PUBLISHED: 09:04 04 October 2017 | UPDATED: 10:39 05 October 2017

Estate agent with clients

Estate agent with clients

Archant

Research found that only four per cent of eye movement time is dedicated to considering property layout, repairs or structural features

Property sellers have been given an invaluable insight into the minds of buyers, with the latest eye tracking technology used to reveal what people really look at during house viewings.

Researchers followed prospective buyers as they toured available properties wearing spectacles tracking their eye movements. Some 27 per cent of time was spent looking at furnishings, while 24 per cent of the focus was on personal effects and clutter.

Perhaps surprisingly, just four per cent of time was dedicated to considering the layout of a property, while the same amount was given to repairs or structural features including door frames, suggesting these issues are not as important to buyers.

Kevin Shaw, national sales director at property specialist Leaders, said: “It is clear that sellers must prioritise the aesthetic appeal of their home in order to impress buyers. We all know first impressions count for a lot when marketing a property, but these findings show presenting attractive living spaces throughout a house is a must.

“From furnishings to photos, there are plenty of belongings that catch the eye of viewers and go a long way towards forming a positive opinion.

“Interestingly, even those buyers who did not mention clutter in their post-viewing feedback to estate agents found their eyes repeatedly drawn to it while in a messy room, so it is vital sellers carry out a thorough clean and tidy before going on to the market,” he added.

The study for Anglian Home Improvements also revealed a difference between the viewing tendencies of men and women, with males spending more time looking at the structure and features of a building while females were more focused on personal elements such as decoration.

Kevin Shaw said: “These results also highlight the benefits of attending viewings with other people, such as parents or friends, to ensure all aspects of a property are seen.”

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