A new survey suggests estate agents are increasingly frustrated with property portal fees with the majority believing recent price hikes are excessive and not matched by added value.
Research from The Property DriveBuy found that three quarters of UK agents think costs imposed by the leading portals, including Rightmove and Zoopla, are “exorbitant”.
Analysis shows just how steep those rises have been. Since 2021, the number of advertisers on Rightmove has barely shifted – up just 0.4%.
Yet, in the same period, the platform’s average revenue per advertiser has jumped 28.2%, with a 6.5% rise in 2024 alone. The average monthly spend per agent has climbed from £1,189 in 2021 to £1,524 this year.
MISSING ADDED VALUE
Despite this, few believe the service has improved to justify the increase. No respondents said the portals had “definitely” delivered more value, while 42% said there had been only “marginal” improvements and 58% said no meaningful improvement at all.
Frustrated agents are exploring other routes. Social media tops the list, with 43% of agents trialling it as an alternative, followed by leafleting (26%), open houses (17%) and print advertising (14%). More than half (56%) said social media has been their most effective non-portal marketing tool.
The Property DriveBuy, a geo-location based property search app, is now live in the UK and free for agents to trial with no commitments or bank details required. When charging does begin, fees will be fixed at £199 per branch per month for at least three years.
POSITIVE RESULTS
Agents already using it are reporting positive results.
Tome Moult, Director of Nottinghamshire-based Ashford & Moult, says: “As a new agency, it’s important to us that we not only deliver a personal and trusted service but also embrace technology that genuinely benefits our clients.
“The Property DriveBuy app is a perfect example of how innovation can be integrated into everyday life, enabling buyers to connect with homes more easily and giving our sellers greater exposure in a way that feels modern, accessible and community-focused.”
FRESH AND FAIR PRICED
Steve Foreman, Founder and CEO of The Property DriveBuy, adds: “The major portals have become so ubiquitous with house hunting that they’ve now got a stranglehold on agents who feel they have no option but to be visible on those platforms.
“This dominance has led to a dictatorial approach to pricing, with double-digit increases year after year and little real innovation.
“Our mission is to prove there is a better, more transparent, and more affordable way for agents to connect with buyers and sellers – and our fixed £199 monthly cost reflects that commitment.”
