This document discusses a course on understanding homebuyer internet search behavior. It examines the science behind how homebuyers search for homes online and the relevance of photos, descriptions, and agent remarks. It discusses the "F and Z" pattern of eye movements when viewing webpages and how eye tracking can be used to study things like which parts of an image people look at. The document also summarizes statistics on how home buyers and sellers use and prefer real estate websites, noting they want relevant information and photos across devices. It provides tips like keeping photos professional and limiting excessive text.

1. The Eyes Have It:The Eyes Have It:
Understanding Homebuyer Internet Search BehaviorUnderstanding Homebuyer Internet Search Behavior

2. Course ObjectivesCourse Objectives
• Examine the science behind
homebuyers searching for homes
on the Internet.
• The relevance of photos,
property description, and agent
remarks on websites.
• Discuss tthe “F & Z” pattern ofhe “F & Z” pattern of
designesign.

3. Ocular (Eye) Tracking
Total Dwell Time Total time spent
looking at each picture;
Fixation Duration Average time
spent at each fixation point within
each picture;
# of Fixations per Picture Number
of points on the screen where the
participant’s eye stopped; and
Saccade Count The number of times
the participant’s eye jumped from
one fixation point to the other.
Ocular or Eye trackingOcular or Eye tracking isis
the process of measuringthe process of measuring
either the point of gazeeither the point of gaze
(where one is looking) or the(where one is looking) or the
motion of anmotion of an eyeeye relative torelative to
the head.the head.

4. ““F & Z” PatternsF & Z” Patterns

5. “F & Z” Patterns As Predictors

6. Myths & Truths About WebsitesMyths & Truths About Websites

7. “Faces Always & Instantly
Draw Attention”

8. “Large Text Instantly Draws
Lots of Attention”

9. The Words FREE & DISCOUNT
Always Pop First

10. Tracking the Eyes

11. Tracking the Eyes

12. Tracking the Eyes

13. Study This Image for 5 Seconds.

14. Tracking the Eyes

15. Which Heat Map is the Men &
Which is the Women?
Women pay more attention to his left hand; he is wearing a
wedding ring. Women looked at her bikini; the men not so much!
Men were less interested in the marital status of the young lady and
paid more attention to her face, breasts and stomach.
WW MM

16. Real Estate WebsitesReal Estate Websites

17. Real Estate Websites

18. So How Many Home Search
Websites Are There?

19. Top 10 National Real Estate
Websites

20. 2013 NAR Profile2013 NAR Profile
of Home Buyers and Sellersof Home Buyers and Sellers

21. 2013 NAR Profile
of Home Buyers and Sellers

24. 48%
8%
33%
43%

25. Where Buyer Found the Home they
Purchased

26. How A Website is Used
• Buyers used the Internet as a
pre-screening device and
then,
• Contacted a broker to
physically inspect the most
promising properties.

27. What They Want In a Website
• Home buyers & sellers want relevant
messaging & pricing models that provide
a seamless experience across all their
devices.
• 8 in 10 buyers rated photos and detailed
information about properties for sale the
most useful website features.
4 in 10 buyers rated virtual video tours,
interactive maps, and real estate agent contact
information very useful among website features.

29. Realtor Technology Survey

30. Realtor Technology Survey

31. Realtor Technology Survey

32. Hmmmm???

33. The Results
• Buyers who used the Internet were more satisfied with
their purchase than those who used real estate brokers,
agents, auctions, or FSBO’s.

34. Site SamplesSite Samples

35. Zillow

36. Trulia

37. Realtor.com

38. Tips
• Keep your photos FRESH and
PROFESSIONAL!
• Avoid excessive “text” on page;
• Link to information that is relevant
to your audience;
• Start a blog;
• Keep the “ocular” patterns in mind
when laying out your website; and
• Tie the website to various social
media portals.

39. References
• National Association of Realtors (NAR). (2014). 2013-2014 Realtor Technology Survey
Report. Washington, DC: National Association of Realtors Research Division.
• National Association of Realtors (NAR). (2013). Homebuyer and Seller Profile 2013.
Washington, DC: National Association of Realtors Research Division.
• National Association of Realtors (NAR). (2013). Member Profile 2013. Washington,
DC: National Association of Realtors Research Division.
• Richardson, H., & Zumpano, L. V. (2012). Further assessment of the efficiency effects
of internet use in home search. The Journal of Real Estate Research, 34(4), 515-548.
• Seiler, M. J., Madhavan, P., & Liechty, M. (2012). Ocular tracking and the behavioral
effects of negative externalities on perceived property values. Journal of Housing
Research, 21(2), 123-137.