Gen Z Are Shunning Rightmove (and How you can Capitalise on it)

Born between 1997 and 2012, Gen Z represents the next big wave of property seekers and they’re already proving to be unlike any generation before them when it comes to property search. 

The shift in behaviour is starkly highlighted in a 2023 study by Oracle Group that finds less than half of Gen Z trust traditional property portals, with 41% saying they would prefer to find homes through social media, or directly through agency websites, than use a property portal.

Taken alongside the stratospheric rise of AI as a search and information gathering tool, could this generation entering the property market spell disaster for the old portal model that has held sway for twenty years?

A Generational Shift

This is a generation raised on TikTok, YouTube and Instagram – platforms where content is visual, immediate, and algorithmically tailored. They expect a highly personalised experience and place a premium on authenticity. They’re not just searching for square footage and postcode; they’re buying into lifestyle, culture, and community.

As a result, social platforms are fast becoming informal property search engines. A scroll through #UKproperty on TikTok reveals everything from walk-through tours to ‘day in the life of a London renter’ content. 

“Websites such as Rightmove and Zoopla have been central to British house-hunting habits for around two decades now, but that dominance could soon be disrupted.”
— Caroline Coskry, Chair of The Oracle Group

Let’s take another look at the data  — just 28% of 18-24 year olds consider property portals their most trusted source for finding a home. This compares to 45% of 25-34 year-olds and 43% of 35-44 year-olds. That’s a generational shift.

For estate agents, this presents a clear signal: younger buyers are less convinced by the value of these traditional channels and are actively seeking alternatives they feel are more transparent, authentic, and aligned with their needs.

Why Authenticity Wins and Websites Matter

This lack of trust points to a deeper shift in how Gen Z wants to engage with property listings. Raised on platforms where storytelling, personality and unfiltered content dominate, they’re naturally drawn to direct-from-agent channels like Instagram, TikTok and YouTube, as well as agent’s websites, where they can see the people behind the brand. 

Static portals feel overly polished and impersonal by comparison. By building a powerful website and a digital presence that reflects their brand values and voice, agents can bridge the trust gap and engage younger audiences on their own terms. 

Gen Z’s digital expectations have been shaped by hyper-personalised experiences. Whether it’s curated feeds or AI-powered suggestions, they’re used to platforms that learn from their behaviour and respond to their intent. Traditional property portals, by contrast, feel static and one-dimensional. 

Rightmove’s AI Bet – Will It Win Gen Z Back?

Rightmove, for its part, is trying to adapt — something we’ve recently seen in a share price crash as the company announced a major investment into AI would hit profits, Although this is aimed at delivering more personalised property recommendations and increasing agent value through predictive analytic, shareholders have made their voices heard.

While RM’s shares may recover and the company has signaled an awareness of the shifting tide, scepticism remains. The platform’s core user experience hasn’t evolved significantly in over a decade. Many Gen Z users view Rightmove as outdated – clunky to use on mobile and lacking the visual, interactive elements they’ve come to expect from digital platforms.

Moreover, trust remains a barrier. Evidence shows that Gen Z believe property portals prioritise agents’ interests over buyers’ (little do they know how strongly many agents also feel about Rightmove), suggesting a need for more transparent, user-centric approaches.

While AI may enhance Rightmove’s backend capabilities, it may not solve the fundamental disconnect with how Gen Z prefer to search for property.

How Estate Agents can Diversify to Reach Gen Z

The implications are clear: relying solely on Rightmove is no longer a sustainable marketing strategy. It’s not just about reaching Gen Z, it’s about engaging them in formats they enjoy and trust.

• Mobile-first websites: this needs to show your people, your brand and demonstrate your expertise as well as your authenticity are a crucial foundation. Your agency website is your digital storefront, so you should ultimately be pushing all traffic here.
• Demonstrate local area knowledge: this not only showcases properties but it builds trust and personality in your local community — especially on platforms like TikTok, Reels, and YouTube Shorts, where Gen Z spend most of their time.
• Authenticity trumps polish: Be real with your marketing and don’t hide your people or values. Behind-the-scenes tours, agent intros, and community highlights resonate far more than glossy brochure-style listings.

Let’s not forget the financial upside: portal costs are among the biggest overheads for many agents. By shifting some of that budget towards their websites, content marketing and social campaigns agents can lower acquisition costs and gain more direct control over their online brand.

Beyond Rightmove: Partnering with Superb Digital to Futureproof Your Agency

As conversational AI tools like ChatGPT and Google’s SGE become, not just Gen Z, but everyone’s search habits, estate agents need to ensure their content is optimised for natural language search and AI-driven discovery. 

With that in mind, we’ve created an AI Readiness Quiz for Estate Agents. 

It takes just five minutes to complete and will help you assess how prepared your business is for AI-driven search and marketing, scoring performance across three key areas — Search foundations (GEO), AI workflow, and future strategy. You’ll also receive a personalised report with tailored insights and next steps.