Real Estate Industry News

2018 Eye-Tracking Study Shows Psychology of Homebuyers

By Michael Yates Last Updated May 11, 2021 2 min read

A new research study found that certain real estate listing images held homebuyers’ attention longer

DENVER, C0., July 17, 2018 – Virtuance, a nationally leading real estate photography company, announced today that they hired Tobii Pro, the global leader in eye-tracking research solutions, to determine if Virtuance’s HDReal® images were more effective at capturing homebuyer’s attention than other professional listing images. 

“Eye-tracking is a powerful tool to objectively measure consumers’ attention and spontaneous
responses to marketing messages,” says Tobii Pro

Participants were prescreened to confirm they were homebuyers looking to purchase either a condo, townhouse or house within the next 12 months. 

In this study, participating homebuyers viewed a screen with 16 different listing images from various photographers.


During the study, Tobii Pro tracked their eye movement. Following the initial exposure, participants were re-exposed to stimuli and asked to select one listing that they are interested in learning more about. 


The results showed that Virtuance’s HDReal® images were noticed fastest and held visual attention longer.

“Two-thirds of homebuyers preferred to view Virtuance’s HDReal® images than any other photography solution,” said Shannon Finetto, Tobii Pro Research Manager. 

86% of home buyers state that photography is the most important listing feature when deciding to view a home in person, therefore, capturing attention is key to gaining more showings, more offers and faster closings. 

The Power of HDReal®

After conducting extensive research, Virtuance was able to identify the essential image aesthetics that capture a home buyer’s attention and make them click on listings! 

Virtuance took that information and spent two years developing HDReal®, a revolutionary automated imaging system that ensures every image they produce has the attributes proven to make home buyers click on listings they may have otherwise overlooked.

HDReal® combines the work of professional real estate photographers with 25 proprietary algorithms powered by artificial intelligence to produce consistently breathtaking images proven to help your listing receive 2x more interest than properties featuring other photography solutions. 


About Virtuance

Based in Denver, Virtuance was founded in 2010 and is one of the fastest growing real estate photography companies in the world. Virtuance is the creator of HDReal®, an award-winning proprietary imaging system designed specifically to market real estate. Using artificially intelligent automated algorithms and highly trained HDReal®-certified photographers, Virtuance produces real estate marketing images that are proven to drive online traffic and result in conversions through more inquiries and property showings. Virtuance supports the HDReal® system with a comprehensive array of marketing tools and platforms.