Nearly half of British homeowners have taken property-related actions without informing other adults in their household, according to research published by Zoopla.
The property portal’s study found that 44% of homeowners have secretly browsed homes for sale, checked their current property’s value, or undertaken similar activities without discussing them with their co-residents.
Covert browsing behaviour
The data reveals that 38% of those conducting secret property searches have done so while watching television with the people they are keeping it from. Other tactics include turning phones away from view (11%), waiting until partners are asleep (10%), and deleting browsing history (9%). A further 8% quickly close property websites or apps when someone enters the room.
Among those considering a purchase within the next one to three years, the proportion rises significantly. The research indicates that 72% of this group have taken at least one property-related action without informing their household members. Of these, 61% have browsed listings, 36% have researched alternative locations, and 30% have calculated affordability or borrowing capacity.
Additionally, 23% have developed what the research terms a ‘property crush’ on a specific home, whilst 19% have saved or shortlisted properties. As estate agents adapt services as transaction times extend, early research appears increasingly common among potential buyers.
Regional variations
Geographic location appears to influence the likelihood of conducting private property research. London recorded the highest rate, with 62% of residents having taken property-related actions without informing other household adults. The West Midlands followed at 54%, with the North West at 53%.
Richard Donnell, Executive Director of Zoopla, stated: “Anyone thinking about buying a home today has more to weigh up, with higher mortgage rates limiting buying power but more homes for sale, giving buyers greater choice and more room to negotiate.”
He added that understanding affordability, budget constraints across different areas, and current property values remains important for existing homeowners. “House prices and market conditions vary widely across the country, and even between neighbouring areas, so buyers shouldn’t rely on the national picture when working out their next move,” Donnell said.
Market context
The findings come as senior appointments are announced across the UK estate agency sector, reflecting ongoing activity in the housing market despite economic headwinds. The research suggests that private property research begins well before formal household discussions about moving, with higher mortgage rates and increased stock levels creating a more complex decision-making environment for potential buyers.
The data indicates that preliminary property research has become a standard part of the home-buying process, with buyers conducting extensive background work before initiating conversations with household members or engaging with estate agents.
