5 Alternatives to Rightmove for Estate Agents

With over 80% of the UK property listings market, Rightmove is the industry giant — and for many estate agents, its name is synonymous with lead generation. 

But that dominance comes at a price. Independent agents are increasingly frustrated with spiralling fees, inflexible contracts, and limited branding opportunities. Many feel caught in a loop: they can’t afford to leave Rightmove, yet staying may be holding them back from developing more sustainable and cost-effective ways to grow.

For many estate agents, listing properties on Rightmove feels like a necessary evil — it delivers leads, yes, but at an ever-increasing cost and with little room for negotiation. Yet relying solely on a single portal is a risky, short-sighted strategy. By contrast, adopting a multi-portal approach gives you more control, more reach, and more resilience — three things that are vital to future-proofing your agency’s lead generation.

Fortunately, Rightmove isn’t the only show in town. In this article, I want to look at five alternative property portals that can help you reduce reliance on Rightmove — without sacrificing visibility.

What to Look for in a Property Portal

Before choosing any platform, it’s important to understand what you actually need from it. Ask yourself:

• Pricing: Is the cost manageable and transparent?
• Audience: Does it serve your core customer base — buyers, sellers, landlords, tenants?
• Features: Does it integrate with your CRM? Offer analytics or premium branding options?
• Support: Are you supported with onboarding, customer service, and account management?
• Exclusivity: Do listings appear early or uniquely here?

Keep these in mind as we explore the top alternatives.

1. Zoopla

🔗 https://www.zoopla.co.uk

Zoopla is the most established competitor to Rightmove and commands significant brand recognition. It also owns PrimeLocation, meaning your listings get exposure on two high-traffic sites.

✅ Pros:

• Massive reach: 50+ million visits per month across Zoopla Group sites.
• Diverse audience: Strong appeal to both buyers and renters across the UK.
• Tech infrastructure: Integrates well with major CRM systems and includes advanced market analytics.
• Marketing tools: Branded microsites, premium listings, and retargeting options to increase exposure.

⚠️ Cons:

• Still premium-priced: Cheaper than Rightmove, but still a significant cost.
• Big-portal feel: Less tailored to small independents compared to newer challengers.

💬 Verdict:

A serious player that offers meaningful reach and tools — especially for agents who want to cut their Rightmove bill but still stay visible. If you’re only going to drop one portal, Zoopla is the safest fallback.

2. OnTheMarket (OTM)

🔗 https://www.onthemarket.com

Launched in 2015 by a consortium of estate agents, OTM was designed to break the Rightmove-Zoopla duopoly — and it’s gained solid traction since.

✅ Pros:

• Agent-first ethos: Created by agents to support agents, with a more equitable pricing model.
• “Only With Us” listings: New properties appear here before anywhere else, often for 24+ hours.
• Growing brand visibility: Backed by consistent national advertising and PR.
• User base: Tens of millions of monthly visits, with consistent growth across UK regions.
• Ownership model: Now publicly listed, but maintains strong roots in agency interests.

⚠️ Cons:

• Still smaller than Zoopla/Rightmove: Audience size can vary significantly by region.
• Fewer bells and whistles: Limited advanced features compared to larger platforms.

💬 Verdict:

Ideal for independents seeking better terms and more local control. Works well as part of a multi-portal strategy, especially in areas where OTM penetration is growing.

3. PrimeLocation

🔗 https://www.primelocation.com

Part of the Zoopla family, PrimeLocation is geared toward premium property and professional audiences — particularly in urban or affluent areas.

✅ Pros:

• Affluent audience: Focused on higher-end property searchers.
• Shared backend with Zoopla: Simplifies listing management.
• Brand recognition: Strong among mid-to-upper market buyers.

⚠️ Cons:

• Not suited to all agencies: Less relevant for rental or lower-value listings.
• Dependent on Zoopla: Not a standalone alternative — more of an add-on.

💬 Verdict:

An excellent supplement if you list premium homes, especially in cities or wealthy suburbs.

4. OpenRent

🔗 https://www.openrent.co.uk

While primarily aimed at landlords, OpenRent is shaking up the lettings space by offering low-cost access to property advertising — for both individuals and agents.

✅ Pros:

• Low-cost model: Extremely affordable compared to traditional portals.
• Popular with renters: Strong traction among tenant audiences.
• Flexible use: Great for agents managing landlord portfolios.

⚠️ Cons:

• Not for sales listings: Only supports lettings.
• Minimal agency support: Lacks traditional onboarding or integration options.

💬 Verdict:

A must-consider for letting agents or hybrid agencies — especially those focused on value and scale.

5. WeAreTheMarket

🔗 https://wearethemarket.co.uk

Born from frustration with rising portal costs, WeAreTheMarket is a local-first alternative created by agents in the Midlands. It’s still growing, but reflects a broader trend toward regional property platforms.

✅ Pros:

• Agent-owned and operated: Keeps control in local hands.
• Strong local branding: Community-first focus appeals to independent agents.
• Low overheads: Minimal costs compared to national portals.

⚠️ Cons:

• Limited geographic reach: Currently focused on Warwickshire and surrounding areas.
• Low traffic nationally: Not yet a full replacement for the big three.

💬 Verdict:

An exciting model that shows what’s possible — especially for agents who want to challenge the portal status quo in their region.

Why a Multi-Portal Strategy Works

A multi-portal strategy allows you to reach different segments of the property market. Not every buyer or tenant begins their search in the same place — some use Rightmove, others prefer Zoopla, and many explore emerging or local-first platforms. 

Listing on multiple portals also gives you more leverage and flexibility. If one platform becomes less effective or hikes its fees — as Rightmove has done repeatedly — you’re not boxed in. You have the freedom to reallocate your spend, test alternatives, and compare results. This kind of agility is invaluable, particularly for independent agents with limited budgets and the need to adapt quickly.

Perhaps most importantly though, a multi-portal strategy gives you the breathing space to build something more sustainable: your own digital presence. 

The ultimate goal isn’t just to list everywhere — it’s to create a strong website, build your mailing list, rank in local search results, and generate direct enquiries. When your listings bring users back to your site, not just a portal, you’re building brand equity — not just feeding someone else’s platform.

We help estate agents build sustainable lead generation strategies — built on owned digital assets like SEO, content marketing, and websites that convert. If you’re looking to break the cycle of Rightmove dependence and take back control of your marketing, we’re here to help.