Homebuyers are spending an average of six hours per week browsing online property portals but many fail to conduct any in-person viewings, according to property search firm Stacks.
The company has highlighted a disconnect between digital research activity and physical property viewings, suggesting this behaviour may be limiting buyers’ prospects in the housing market.
Online versus physical viewings
Ed Jephson, Director at Stacks Property Search, stated that physical viewings remain necessary for accurate property assessment. “Online listings frequently mislead, whether through flattering photography, poor angles, or omissions about roads, neighbouring land, noise or the character of an area,” he said.
Jephson noted that some buyers report searching for properties for extended periods without conducting viewings. “People think they’ve been looking for a year, but when you ask how many houses they’ve actually seen, the answer is often none,” he said.
He added that properties can differ significantly between online presentation and physical inspection. “A house that looks like an eight out of ten online can turn out to be a six in real life — and equally, a six on paper can become an eight or even a ten once you’re standing in it.”
Off-market properties
Clare Coode, Regional Director at Stacks, said that some properties do not appear on public portals. “Many of the best homes never reach the portals at all, selling before being listed publicly to buyers who have built personal relationships with local estate agents, or those who have used buying agents,” she stated.
The comments reflect ongoing discussion within the property industry about how digital tools are changing buyer behaviour and the house-hunting process. The data suggests that whilst online portals have become central to property search activity, they may not be replacing traditional viewing practices as completely as browsing time might suggest.
