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Eye Tracking Technology Helps Reveal What House Buyers Look For

Data from the LandRegistry government site shows that the average house price has increased from £170,049 in June of 21012 to £220,094 in April of this year. As the market improves more and more people are selling, making sure your house in presented in the best possible way is crucial. An innovative study using eye tracking technology can now reveal exactly what people look for when they view a property, and just how distracting mess and clutter can be for potential home buyers.

The study, conducted by Anglian Home Improvements, saw a range of house hunters view a property while wearing eye tracking glasses, to see what actually grabbed their attention during the viewing.

The furnishings and decor took up just over a quarter (27%) of the house hunters’ focus during the viewing, with a similar amount of time (24%) being spent on looking at clutter and mess around the home. In comparison, the layout of the house took up just 4% of their time during the viewing.

Clutter around the house was most distracting for the female house viewers, who spent 28% of their viewing time focusing on it, compared to 20% for male buyers.

The results show that even when the potential house buyers didn’t mention the mess to the estate agent, their eyes were consistently drawn to it when panning a room.

Eye tracking technology measures either the ‘point of gaze’ or the motion of an eye relative to the head to determine where a person is focused, and for how long. Technology still can’t determine the emotional reaction to what is being looked at, but in the scenario of looking around a potential house to purchase a lot can be inferred by how much time the eye spends looking at certain objects or areas.

Tips from the survey to help your chances when selling your home include:

  • Tidy personal items and clutter away.
  • Tidy the garden before viewings, and make shared boundaries clear.
  • Cosmetic issues cause perceived worries, ensure any cracks or chips are taken care of.

>> To see the full results of the property eye tracking study, please visit: oodtobehome/design-and-architecture/new-study-home-buyers-really-look/


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