'Rightmove is my porn' - the addiction to online property search

Katie Smith, a 30-year-old from Stone, Staffordshire, has developed a peculiar habit that she finds hard to shake off. She frequently opens the Rightmove app on her smartphone, even though she has no plans to move houses anytime soon. 'Rightmove is my porn,' she laughs, likening her online property searches to the thrill of being a modern-day peeping Tom. Katie enjoys exploring various homes from the comfort of her own space. Just last week, after a day trip to Knutsford in Cheshire, she spent her evening browsing through houses for sale in the area, regardless of their price tags. During a recent weekend in London, she was captivated by the high prices of homes in Richmond, which was conveniently located near her hotel. Property websites like Rightmove and Zoopla are treasure troves of information for both buyers and sellers. According to Zoopla, their platform sees an astonishing 1,860 properties viewed every minute, while Rightmove boasts an even higher figure of nearly 10,000 properties viewed per minute. This immense traffic highlights the popularity of these platforms. Recently, Rightmove turned down a fourth takeover bid from Rupert Murdoch’s REA Group, emphasizing the value of the data they possess. The websites recognize that not all users are actively seeking to buy a home, so what keeps people engaged in scrolling through listings? Katie, who has a background in interior design, enjoys monitoring how quickly properties sell and has compiled a list of her favorite homes. 'I love character properties, especially beautiful Georgian homes,' she shares. Although she and her partner plan to move out of their rented accommodation in about six months, there is no pressing need for her to search for a new place. 'He thinks I am looking at more houses because of this, but it's not - it's just because I love it! ' she explains. Another individual, Sam Kennedy Christian, who resides in Herne Bay, Kent, also finds joy in browsing property listings. She uses Zoopla to fantasize about her dream purchases, particularly in the Isle of Man, where she grew up and where her family still lives. During the pandemic, Sam and her family moved closer to the seaside, as many people sought more outdoor space. She enjoys refreshing the Zoopla app as part of her 'bedtime scrolling' routine or while waiting for her baby to fall asleep. Although they are not planning to sell their home anytime soon, she keeps an eye on similar properties in her local market. 'I especially love a floorplan - you can get a real handle on a house, and how you might use the space,' she says. Experts suggest that browsing property websites can serve as a form of escapism that activates the brain's reward systems. Louisa Dunbar, the founder of OrangeGrove, a research agency, explains, 'Visualising ourselves in these desirable homes triggers the dopamine system, giving us a sense of pleasure, even if we’re not planning to buy. It’s a chance to mentally step into a better life. ' She notes that certain features of property portals can significantly influence what users click on. High-quality photos can encourage viewers to envision themselves living in a property, while terms like 'Highlight' or 'Just added' can create a sense of urgency. These psychological triggers can keep users engaged as they explore listings, imagining a brighter future. While many people enjoy casually browsing online property listings, some estate agents express concerns about the high costs associated with advertising on these platforms, particularly Rightmove, which is the market leader. Agents provide all the necessary photos and information about the houses for sale but still have to pay to advertise them. This situation can limit their ability to promote properties in local newspapers or other venues. One estate agent, who wished to remain anonymous, shared with the BBC, 'Right now, it’s a case of not being able to live without the likes of Rightmove. The prices for estate agents are going up faster than I’d like, and I worry about the stranglehold they have on the market. But even if many users are just idly browsing without any real intention of moving, it is still worth it to have properties on there. ' In response, Rightmove stated that they offer a variety of packages to accommodate businesses of different sizes, with the average agent spending around £1,497 per month. Both Rightmove and Zoopla remain optimistic about the future, asserting that confidence in the housing market is recovering as mortgage rates decline. Recently, Zoopla announced an increase in the number of homes for sale on its platform. For now, these websites seem to attract a diverse audience, whether you are a casual browser dreaming of castles you can never afford, a homeowner checking the value of your property compared to your neighbors, or a serious buyer looking for a new home.