Kevin Harrington

How Estate Agents Can Market Themselves in the Age of Rightmove

Estate Agent Marketing Strategy

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Kevin Harrington

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Estate Agent Marketing Strategy

The Changing Landscape of Estate Agent Marketing

The last time I moved home, Rightmove had yet to launch. Rightmove, Zoopla, and OnTheMarket dominate the property search landscape. If you’re a buyer, your first port of call is almost always online, even if you spot a ‘for sale’ board outside a house, you’re likely to look up the agent’s name on Rightmove before calling them[1][2]. The days of local newspapers and printed listings are fading fast, and estate agents have had to rethink how they market themselves.

So, what does this mean for local estate agents? Are they still relevant? What value do they add when most buyers start their journey online?

The Value of Local Estate Agents in a Digital World

It’s easy to assume that local estate agents are just a middleman, listing properties and receiving leads from Rightmove. But the truth is, local agents bring much more to the table, especially if they’re proactive and know their patch inside out[3][4][5].

Local Expertise and Personal Touch

A good local agent doesn’t just list your property; they understand the local market, the quirks of each street, and what buyers are really looking for. They can give you tailored advice on pricing, staging, and even the best time to list your home. For buyers, local agents can spot gems before they hit the open market, thanks to their networks and relationships[3][4][5].

Exclusive Access to Listings

Many homeowners still go to their trusted local agent before listing online. This means local agents often get early access to properties, giving their registered buyers a head start. In a competitive market, this can be the difference between snapping up your dream home or missing out[3][4].

Stronger Negotiation and Progression Skills

Local agents know how to negotiate. They understand the local market trends, comparable sales, and what buyers are willing to pay. They’re also crucial in progressing sales, sorting out chains, and arranging viewings, areas where online-only agents often fall short[3][6][5].

The Cost of Rightmove for Estate Agents

Rightmove is the dominant force in UK property listings. Over 80% of online property searches happen on Rightmove, and most buyers and sellers expect to see listings there[1][2]. But this dominance comes at a price.

How Much Does Rightmove Cost?

Rightmove charges estate agents for each branch, not per property. The average cost per listing is around £232.68, but the total yearly fee for a branch can be much higher, some independent agents are now paying between £60,000 and £70,000 per branch per year[7][8]. Larger agencies can negotiate better deals, but smaller independents often feel the pinch[1][8].

Why Do Agents Use Rightmove?

Rightmove delivers results. Most buyers start their search there, and agents know that if they’re not on Rightmove, they’re invisible to the majority of the market[1][2]. But the cost is a real challenge, especially for smaller agents who don’t have the same bargaining power as the big chains[1][8].

Typical Fees Charged to Vendors

When you sell your home, you’ll pay your estate agent a fee. This is usually a percentage of the sale price, and it varies depending on the agent, the area, and the level of service.

What Are the Typical Fees?

  • High street agents: Usually charge between 1% and 3% of the sale price, with the average around 1.5%[9][10].
  • Online agents: Often charge a fixed fee, which can be cheaper, but you may have to pay upfront and handle more of the process yourself[6].

For example, if your home sells for £288,000, a 1.5% fee would be £4,320. In London, where average prices are higher, the fee can be much more—over £7,000 for a typical home[10].

How Local and Regional Estate Agents Can Stand Out

With Rightmove dominating lead generation, local agents need to find ways to add value and distinguish themselves. Here are some strategies that work:

1. Leverage Local Knowledge and Community Engagement

Local agents should be seen as community champions, not just property salespeople. By getting involved in local events, supporting charities, and sharing local news, agents can build trust and credibility[11]. This kind of engagement is something online-only agents can’t replicate.

2. Focus on Personalisation and Customer Service

Buyers and sellers want a personal touch. Local agents can offer tailored advice, regular updates, and a friendly face throughout the process. This level of service is often missing from online-only agents[3][4][5].

3. Invest in Digital Marketing and Content

While Rightmove is essential, agents should also invest in their own digital presence. This means having a good website, active social media profiles, and regular content, like blog posts, market updates, and video tours[12][13][14].

4. Use Data and Analytics

Data-driven marketing is becoming more important. Agents can use analytics to understand buyer behaviour, target their marketing, and measure results[13][15]. This helps them stay ahead of the competition and deliver better results for their clients.

5. Build Long-Term Relationships

Repeat business and referrals are key. Agents should focus on building long-term relationships with buyers, sellers, and landlords. This means staying in touch, offering helpful advice, and being a trusted source of information[16][13].

What’s Next for Estate Agent Marketing?

The property market is changing fast. Rightmove isn’t going anywhere, but agents who rely solely on it risk being left behind. The most successful agents in 2025 and beyond will be those who combine the reach of Rightmove with the personal touch, local expertise, and innovative marketing that only a local agent can provide[17][13][15].

Further Reading

Final Thoughts

Rightmove is here to stay, but local estate agents are far from obsolete. The most successful agents in 2025 will be those who combine the reach of Rightmove with the personal touch, local expertise, and innovative marketing that only a local agent can provide[17][13][15].

If you’re an estate agent, don’t just rely on Rightmove. Invest in your own brand, build relationships, and be a visible part of your community. That’s how you’ll stand out in a crowded market.

Sources

[1] Rightmove Fees Up Again – should there be an investigation? https://www.lettingagenttoday.co.uk/breaking-news/2025/02/rightmove-fees-soar-again-new-bid-to-probe-constant-charge-increases/

[2] What would a Rightmove takeover mean for UK estate … https://www.reapit.com/content-hub/what-would-a-rightmove-takeover-mean-for-uk-estate-agents-5ab3d

[3] The Importance of Registering with a Local Estate Agent … https://www.waterfords.co.uk/the-importance-of-registering-with-a-local-estate-agent-who-is-proactive/

[4] The Benefits of Using a Local Estate Agent vs. Online … https://manorestateagent.co.uk/the-benefits-of-using-a-local-estate-agent-vs-online-platforms/

[5] How to Choose the Right Local Estate Agent for Your … https://www.peterlane.co.uk/news/how-to-choose-the-right-local-estate-agent-for-your-property-needs/

[6] What is the difference between a High Street and Online … https://donnellyandco.uk/what-is-the-difference-between-a-high-street-and-online-estate-agent/

[7] What would a Rightmove takeover mean for UK estate … https://propertyindustryeye.com/eye-exclusive-what-would-a-rightmove-takeover-mean-for-uk-estate-agents/

[8] Agents to pay £70,000 a branch for Rightmove by 2025, says … https://thenegotiator.co.uk/news/agencies-to-pay-70000-a-branch-for-rightmove-by-2025-says-boomin-boss/

[9] How much are estate agent fees? Here’s everything you need to know https://www.unbiased.co.uk/discover/mortgages-property/selling-a-home/how-much-are-estate-agent-fees-here-s-everything-you-need-to-know

[10] Estate Agent fees near you for 2025 https://www.hamuch.com/rates/estate-agent

[11] Estate agents can play an increasing role in community engagement https://thenegotiator.co.uk/news/blog-more-estate-agents-need-to-get-involved-locally/

[12] 10 Estate Agent Marketing Ideas https://www.propertywebmasters.com/property-marketing/10-estate-agent-marketing-ideas/

[13] Future-Proof Marketing Strategies for Estate Agents in 2025 https://www.homeflow.co.uk/posts/future-proof-marketing-strategies-for-estate-agents-in-2025?3c6d7cc6_page=2&e16f8a75_page=1

[14] 11 Effective Prospecting Ideas for Estate Agents https://agentextra.co.uk/blog/11-effective-prospecting-ideas-for-estate-agents/

[15] Future-Proof Marketing Strategies for Estate Agents in 2025 https://www.homeflow.co.uk/posts/future-proof-marketing-strategies-for-estate-agents-in-2025?3c6d7cc6_page=2

[16] 6 Ways To Increase Your Estate Or Lettings Agency Value Before … https://atomicconsultancy.com/increase-your-estate-or-lettings-agency-value/

[17] The UK property market in 2025: Trends and insights for estate agents https://wonderful.co.uk/blog/uk-2025-property-market-trends-and-insights-for-estate-agents

[18] Top 7 Home Selling Strategies for UK Market Success in 2025 https://homemove.com/content/top-7-home-selling-strategies-for-the-uk-market/

author avatar
Kevin Harrington
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.
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