DIY property platforms are creating a widening fault line across the UK agency market with more than a third of agents now viewing them as a direct competitive threat.
Research from Alto found that 34% of estate and letting agents believe platforms such as OpenRent and For-Sale-By-Owner (FSBO) services pose a serious challenge this year.
However, the concern is far from evenly spread. Among sole traders, 37% said DIY platforms represent a major threat, while a third of firms with two to five branches shared similar fears.
One in six mid-sized agencies said they remain unsure where such platforms fit within the market.
GROWING DIVIDE
By contrast, more than half of larger firms dismissed DIY operators as “not a threat”, signalling confidence in their scale, brand strength and integrated service offering.
The findings, based on Alto’s 2026 Agency Trends Report surveying 250 property professionals, point to a growing divide between smaller agencies facing margin pressure and larger operators with deeper resources.
Industry observers say low-cost, tech-led models are reshaping competition. Subscription listings, algorithm-driven marketing and simplified online processes are appealing to cost-conscious landlords and sellers – particularly during a period of economic strain.
At the same time, critics argue DIY platforms often lack the compliance safeguards, local expertise and hands-on support offered by traditional agents.
ALGORITHM COMPETITION
Riccardo Iannucci-Dawson (main picture, inset), CEO of Alto, says: “Agents are no longer competing just with their neighbours, instead they’re competing with algorithms, subscription models and platforms that promise simplicity and low fees.
“From a consumer perspective, DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees. But the flip side is they offer less support, fewer compliance safeguards, and limited service depth – the things that matter to many landlords and sellers, especially in a complex market.
“The winners in this environment won’t be those who ignore the platforms. They’ll be the firms that combine a high-quality, tech-enabled service with trust, compliance and local expertise. That’s the sweet spot agents can own.”
