The Rightmove Addiction
Katie Smith, a 30-year-old from Staffordshire, has developed an unusual addiction: browsing properties on Rightmove several times a day, despite not planning to move. She humorously refers to Rightmove as her “porn,” enjoying the opportunity to peek inside homes from her smartphone. Katie’s fascination extends to checking houses in different cities, regardless of whether they are affordable or not.
Rightmove, Zoopla, and other property portals have become goldmines of user data, as millions browse listings daily. Rightmove alone sees nearly 10,000 properties viewed per minute. These platforms offer users a window into the world of real estate, often without any serious intentions of buying or selling. So, what drives this behavior?
Dopamine and Escapism in Property Searches
For some, it’s about exploring dream homes or neighborhoods, as Sam Kennedy Christian, a Zoopla user from Herne Bay, explains. She enjoys imagining her lottery-winning dream home and keeps an eye on the local property market, even though she’s not planning to sell anytime soon. Others, like Katie, are drawn by the opportunity to check on house prices and how quickly properties move on the market.
Louisa Dunbar, a behavioral science expert, explains that this type of browsing triggers the brain’s dopamine system, offering an escapism that allows people to imagine a better life. High-quality photos, badges like “Just Added,” and detailed floor plans help create an immersive experience, keeping users engaged.
While property sites attract many idle browsers, estate agents still see value in listing homes. Some agents feel the high costs of advertising on platforms like Rightmove are frustrating, but they acknowledge that the platform’s reach is essential to remain competitive. Rightmove defended its pricing model, offering various packages to suit different business needs.
Both Rightmove and Zoopla have expressed optimism about the future, with growing confidence in the market as mortgage rates fall. Whether you’re browsing out of curiosity, checking the value of your home, or genuinely looking to buy, the allure of property sites like Rightmove is hard to resist.
External Link: BBC article
Internal Link: Kenkou Land
