Newscasts - Eye-tracking tech reveals homebuyer blindspots
13/08/2024 14:32
Click the following link to watch video: https://share.newscasts.refinitiv.com/link?entryId=1_feqjizbd&referenceId=tag:reuters.com,2024:newsml_RW649613082024RP1_K15&pageId=Newscasts Source: 'Reuters - General news videos' Description: Research shows homebuyers frequently overlook critical areas like cellars, roofs, and attics, despite their potential to harbor significant issues. In a recent experiment, a company called Tobii used their eye-tracking technology to explore what homebuyers focus on during property viewings. Alice Rizzo reports. Short Link: https://refini.tv/3SILH4g Video Transcript: This eye-tracking technology reveals what house hunters pay attention to when viewing a property. And the results might surprise you. What we found when buyers are viewing homes, they are spending lots of time on more superficial things. The technology, developed by a company called "Tobii", tracks the focus of homebuyers in real time. According to the research, homebuyers often skip over key areas like cellars, roofs, and attics, despite their potential to harbor significant issues. Here is Daniel Copley of property portal, Zoopla. What they really need to be doing is looking at things like the brickwork, looking for signs of condensation or damp, the chimney, the boiler, the electrics, maybe even the Wi-Fi signal. They eye-tracking tool highlights what areas, items or rooms draw buyers' attention and which are neglected. Jon Ward is Tobii's Sales Director. The glasses have got four cameras built into the lenses and a number of illuminators. And the easiest way to describe what we do is, it is a little bit like the cat's eyes on the road. When your headlights hit it, it illuminates up and it is nice and bright. We are doing the same with the pupils. Totally harmless. Does not do anything there. The cameras pick up this reflection and then some very clever mathematics that work out where you are actually looking from the image. The experiment revealed that homebuyers often overlook structural elements of the property. Instead, they spend more time looking at furniture and decorative items. The trial found that only 38% of buyers' attention was on structural elements, while 54% was drawn to cosmetic features and furnishings. Because you know you have got them on, it does make you look up and look at certain things. So, I enjoyed the experience, I really did. And the fact that it made me more aware to be aware, and I think that is a good thing. Britain's new government has set out to deliver 1.5 million more homes before the next election. According to Richard Donnell, Executive Director at Zoopla, this will result in increased house-buying activity in the years to come. This is not like buying a car every three years. And it is a complicated process and there is more everyone can do. And technology like this helps us and others work out how to help consumers fill in those gaps and have a better experience