HOUSTON – (By Michelle Leigh Smith for Realty News Report) – During the COVID-19 pandemic, many people stuck at home turned to browsing real estate listings online as a new pastime.
“Texas Realtors have long known that property-search sites fed by MLS data are a favorite for web users,” says Cindi Bulla, Chair of the Texas Realtors association. “There was clearly an increase in that activity during the lockdowns.”
The Houston Association of Realtors reports a dramatic rise in listing views on HAR.com. In the last week of June, HAR recorded 15.7 million listing views—an increase of about 60 percent compared with the same week the previous year.
That surge in online activity came even as actual home sales softened. Part of the reason was practical: social distancing limited customary house-hunting routines such as driving neighborhoods with agents or touring open houses. Some sellers pulled listings to avoid strangers entering their homes. But a large number of viewers were simply window shopping, looking at homes with no immediate intention to buy.
This form of browsing spans every property type: mansions, downtown condos, quaint bungalows and modest three-bedroom tract houses in older suburbs. One Texas homes editor has dubbed the trend “House Porn.”
Candace Evans, founder of the CandysDirt.com website, says she coined “House Porn” years ago, treating striking real estate listings like editorial features—similar to how food writers review restaurants.
“I helped launch DHome Magazine and watched the growing fascination with food coverage—TV shows and blogs,” Evans says. “I’ve always been passionate about beautiful homes, so calling it ‘House Porn’ just made sense.”
The approach has resonated. CandysDirt’s readership grew during the pandemic, with the site averaging nearly 95,000 page views per day, Evans reports.
Younger generations are also part of the trend. “HAR’s listings site is a common resource for people my age and younger. It’s a one-stop shop for different living options,” says Leslie Herbst, a resident of the EaDo district in Houston. “My partner checks similar sites for Florida properties even without plans to move—he’s from there and likes to keep an eye on the market.”
Parents report teens spending substantial time browsing listings, too. “My daughter Elizabeth, 16, spends a lot of time looking at homes online, not just in Houston but also in New York,” says Laura Schaefer, Dean of Mechanical Engineering at Rice University. “Among my friends, many are hesitant to tour homes in person or are limiting the number they visit.”
Online browsing can sometimes translate into future purchases. “It’s interesting to see where the looking will lead,” says Roger Martin, broker and president of Roger Martin Properties in West University Place. “The important part is understanding why buyers make the choices they do.”
Houston has been a pioneer in putting MLS listings online for nearly 25 years. In the 1990s, as internet use expanded, some Realtors feared losing relevance if consumers accessed listings directly. Leadership at the Houston Association of Realtors, including then-president Bob Hale, argued Realtors offered much more than listing data and embraced the shift. In the mid-1990s, HAR became one of the first major associations to publish listings online.
Bulla explains, “Although the MLS began as a system for members to cooperate and manage compensation, many Texas Realtors long ago recognized the value of a public-facing component. During this pandemic that public access became a lifeline for our profession.”
Traffic to HAR’s site spiked during the pandemic, with some weeks showing increases of more than 70 percent. CandysDirt also experienced a sharp rise—Evans says traffic quadrupled since late March. With print advertising paused and mailing routes seen as risky, agents relied heavily on online exposure and asked publications to feature listings more urgently than ever.
As the pandemic unfolded, Evans interviewed local market leaders for insight. Robbie Briggs of a Dallas independent brokerage predicted people might either upsize or downsize after lockdowns. Top Dallas agent Allie Beth Allman anticipated a market rebound once quarantine restrictions eased, suggesting many who are currently browsing online might become buyers.
With mortgage rates near historic lows and consumer demand building, several experts argue the market could experience a surge in sales when public health conditions improve. The increase in online listing views supports the idea that interest is growing, even if it has not immediately converted into sales.
July 7, 2020 Realty News Report Copyright 2020