Why We Can’t Stop Homescrolling: The Neuroscience and What We Can Learn From It

Scrolling through property websites like Rightmove and Zoopla is a strangely addictive pastime. Even when we’re not actively looking to buy, many of us still find ourselves sneaking a peek at what’s on the market. Perhaps you’ve indulged in it too, passing time by comparing prices, house sizes, or just marvelling at someone’s interior decor. It might start innocently enough – maybe you’re nosy or curious about what your neighbour’s house is worth, or you’re daydreaming about a future where that sprawling country mansion is yours. Whatever the reason, homescrolling has become a popular, almost ritualistic, habit.

I’ve been interviewed about this for the BBC News website, BBC radio 5 Live and on regional BBC radio stations, where we explored the compelling draw of property websites and why so many people are hooked. But what exactly is it about browsing homes online that we find so irresistible? And why is it something we do even when we’re nowhere near ready to move? It turns out that the answer lies somewhere between curiosity, aspiration, and the powerful influence of behavioural science.

A Peek Inside Other People’s Lives

We’re naturally curious creatures, and homescrolling taps into our innate desire to know what’s going on in other people’s lives. In a way, scrolling through properties allows us to be a bit nosey – but with a legitimate excuse. We can compare homes, prices, and sizes in ways that give us insight into other people’s lifestyles. What kind of kitchen does a £1.5 million house have? How big is the garden? Are people decorating their bathrooms with bold colours now? It’s like a window into a world we might not be part of, but we’re keen to observe.

From a neuroscience perspective, curiosity triggers a release of dopamine – the feel-good neurotransmitter that gives us a little “hit” of pleasure. Every new property, every new listing, and every swipe or scroll feeds this curiosity, making us want to keep going. The more we look, the more we feel rewarded, even if we have no intention of making a purchase.

Price, Decor, and Size Comparisons: Why We Can’t Look Away

Beyond nosiness, there’s also something undeniably satisfying about making comparisons. It’s like a game of “How much is that house worth?” – and there’s something thrilling about trying to guess and then seeing if you’re right. Many of us are constantly on the lookout for bargains, great deals, or ways to feel like we’re getting value for money. Homescrolling allows us to explore that desire, comparing what different properties offer at various price points. Does that extra £50,000 buy you an extra bedroom or just a more modern kitchen?

And it’s not just the price comparisons. Decor, house size, garden layouts – it’s a way to judge (even subconsciously) what we think is “good taste” or a well-thought-out floor plan. Our brains are wired to compare and contrast, and this exercise fuels that need. Plus, there’s always that one moment where you find a house that you think is perfect, even if you’re not in a position to move. It plants the seed of aspiration.

The Power of Aspiration and Motivation

Speaking of aspiration, this is one of the key reasons people are drawn to homescrolling. Much like browsing through luxury car or yacht listings, property websites provide an avenue to explore lifestyles we may not currently afford but would like to one day. Homescrolling is often aspirational – it lets us dream about what could be, whether it’s a grand Victorian house by the sea or a modern loft in the heart of the city.

In fact, looking at beautiful homes can be motivational. Studies in behavioural psychology show that visualising desired outcomes can increase motivation to achieve them. When we imagine ourselves living in that dream home, it activates parts of the brain involved in planning and decision-making, pushing us to think about what steps we could take to get there.

For some, homescrolling can be a reminder of why they work hard – the home they want is just out of reach for now, but with some effort, it might not be forever.

The Scrolling Trap: Why We Keep Coming Back

Part of the reason we can’t stop homescrolling lies in the way these apps are designed. Platforms like Rightmove and Zoopla are built to keep us hooked, even if we’ve already scrolled through the same listings multiple times. How do they do it?

First, these platforms use endless scroll features that make it easy to keep going – just one more house, and maybe it’ll be “the one.” There’s no natural stopping point; the listings seem infinite. Then, there’s the constant drip-feed of new properties added daily, providing fresh material to explore. When you mix this with our brain’s desire for novelty and our dopamine-driven curiosity, you get a perfect recipe for addiction.

They also use clever tactics like personalisation. Once you’ve set a few filters, the website remembers what you’re interested in and tailors the listings accordingly. This creates a customised experience that feels like the app is catering specifically to you, making it even harder to resist checking back. And let’s not forget the notifications – that little alert telling you a new house has just come on the market pulls you back in, almost without you realising.

We’ve Always Done This: From Newspapers to Cars and Boats

Homescrolling isn’t a new phenomenon. Long before property websites, people were thumbing through the property sections of newspapers, circled ads with a pen, and made Sunday afternoon drives to look at homes for sale. Even back then, many people who weren’t actively buying still indulged in this behaviour.

It’s not just houses, either. The same principle applies to other big-ticket items like cars and boats. How many of us have scrolled through AutoTrader or browsed yacht listings just for the fun of it, even if we’re perfectly happy with our current vehicle? The act of window shopping, whether for a new home or a luxury car, has long been a form of entertainment, aspiration, and sometimes, even social comparison.

What’s in It for the Apps?

For home-buying apps, homescrolling serves a much bigger purpose than just connecting people with homes to buy. It’s a long brand-building game. Even if you’re not ready to buy now, they want you to think of them as your go-to when the time comes. By keeping you engaged – whether through your nosiness, comparisons, or aspirations – they’re creating loyalty and brand familiarity.

Moreover, they gather a lot of data from our browsing habits, allowing them to refine their offerings and enhance their user experience. This data can be used for targeted advertising, market predictions, and more. It’s not just about the people who are currently in the market; it’s about getting everyone to engage, to create a sense of community around their platform. The more people scroll, the more valuable the platform becomes, not just in the short term but for future growth.

The Bottom Line: Why We Keep Homescrolling

Ultimately, homescrolling is a curious blend of psychology, aspiration, and clever platform design. Whether we’re nosy, daydreaming, or motivated by what we see, property websites tap into fundamental aspects of human behaviour – curiosity, comparison, and the desire for something better.

Even if we’re not in the market for a new home, we find ourselves scrolling, swiping, and imagining. It’s a pastime that feels harmless but keeps us coming back for more – and the apps are only too happy to keep the listings coming.

What Everyday Websites Can Learn from the Homescrolling Phenomenon

The homescrolling habit provides powerful insights into user behaviour that can be applied to a wide range of websites, not just property platforms.

At its core, this phenomenon shows us how well-designed digital experiences can engage users, even when they have no immediate intention to purchase. For everyday websites, the key takeaway is how to tap into the same psychological triggers to keep users returning, engaging, and ultimately converting.

1. The Power of Curiosity and Exploration

Websites that encourage curiosity and exploration can dramatically improve user engagement. Homescrolling thrives on the dopamine-fueled sense of discovery—users never know what they’ll find with the next scroll. Everyday websites can mimic this by offering dynamic content, personalised recommendations, or even subtle “surprises” like limited-time offers or newly featured products. Netflix, for example, keeps users hooked with its “Because you watched…” feature, keeping the experience fresh and tailored.

For e-commerce sites, this could mean displaying trending products or highlighting “customers also bought” sections that provide users with the opportunity to explore items they didn’t even realise they wanted. Encouraging curiosity and catering to it can keep users engaged much longer than a standard, static layout.

2. Endless Scroll and Content Feeds

One reason we can’t stop homescrolling is the endless scroll feature – the page never runs out of content, so we keep going. This tactic has been successfully applied in social media, with apps like Instagram and TikTok using infinite feeds to keep users from leaving.

For websites outside of the social and property space, endless scroll can still be relevant. Blogs, online stores, and content-driven platforms can adopt a similar strategy by offering continuous browsing options. News outlets like The Guardian or e-commerce sites like ASOS use this to great effect. If your site gives users the ability to keep scrolling through valuable content or products, it can lead to longer session times, greater engagement, and, eventually, more conversions.

3. Personalisation for Repeat Visits

One of the most effective tactics of property websites is personalisation. Once a user sets their filters – whether it’s a price range or location – the site remembers these preferences and tailors the experience for them. This sense of personalisation makes users feel that the platform “gets” them, and it becomes a comfortable space to return to.

Websites in any industry can benefit from personalisation. Using data from a user’s previous activity—like what products they’ve viewed or what content they’ve engaged with—you can present more relevant items, making the experience feel unique. Retailers like Amazon have been doing this for years, but even smaller brands can leverage this tactic with tools that offer personalised recommendations based on browsing history.

4. Fostering Aspirational Thinking

Homescrolling taps into aspiration, and everyday websites can use the same psychological approach. Whether it’s fashion, travel, or even fitness equipment, most industries have products or experiences that can be framed as aspirational. For example, clothing websites could highlight how their outfits align with a user’s lifestyle goals. Travel sites, meanwhile, can use aspirational imagery to make users feel like they’re already halfway to that dream holiday.

The key is creating content that doesn’t just sell a product but sells a vision of a better, more exciting future—one that users feel they could achieve by engaging with your brand.

5. Building Habit Through Engagement

Ultimately, property websites are playing the long game, getting users to form habits around their platforms so that when it comes time to actually buy, they’re the go-to choice. The same approach can be applied to websites that want to foster long-term engagement. It’s about providing consistent value, whether it’s through helpful content, regular updates, or gamification elements like rewards or loyalty points for repeat visits.

Building a habit-forming website is about more than the quick sale—it’s about creating a digital environment where users feel inclined to return regularly, even when they don’t “need” to. That way, when they do have a need, your site is already top of mind.