Zoopla
Buy with my little eye
The Challenge
The Zoopla platform helps the nation make confident choices in their home buying and selling journeys.
We were tasked with driving national media conversation to highlight the advanced insights Zoopla offers which empower home sellers and buyers to make smart property decisions.
The Solution
We set out to launch a first-of-its-kind experiment, working with eye-scanning tech company Tobii to analyse what people really look at during a house viewing.
Our findings showed that, rather than focusing on important areas of the home such as signs of damp, water pressure or the state of the boiler, house viewers tend to spend more time admiring items such as ornaments, furnishings and decorations, elements that wouldn’t have a real impact on day to day life in the property.
Next, to highlight the significance of the findings, we commissioned research which revealed that a fifth of potential buyers spend less than 20 minutes viewing a home before putting an offer in. This averages out to a £13k-per-minute decision, despite it being one of the most expensive purchases most people will ever make.
It's safe to say the story got the nation talking, with coverage featuring on the home pages of The Guardian, BBC News and The Times, as well as opinion pieces in The i and lifestyle hits in Metro.
