28 July 2026 | Harshada Pansare
Introduction
Rightmove, Zoopla, or OnTheMarket – which one actually deserves your marketing budget?
For most UK estate agents, property portals are one of the largest recurring marketing investments. They’re where buyers begin their property search, sellers expect to see their homes listed, and many new enquiries originate. But with rising portal costs and multiple platforms competing for your budget, one question is becoming increasingly important:
Are you investing in the portal that delivers the best results or simply following the industry standard?
The answer isn’t as simple as choosing the portal with the biggest audience. An independent agency in York will have different priorities from a luxury estate agent in London, while a lettings business may measure success very differently from a sales-focused agency. Factors such as your local market, property type, target audience and marketing budget all influence which platform delivers the strongest return.
In this guide, we’ll compare the UK’s three leading property portals – Rightmove, Zoopla and OnTheMarket to explore where each platform performs best, what sets them apart, and how to choose the option that aligns with your agency’s goals.
By the end, you’ll have a clear framework for deciding where your marketing budget is most likely to generate not just the greatest visibility, but the highest-value enquiries for your business.
Rightmove, Zoopla & OnTheMarket at a Glance
Before comparing performance, it’s helpful to understand what each property portal brings to the table. While all three connect buyers, sellers, landlords and tenants with properties across the UK, each platform has developed its own strengths, features and audience over time.
Rightmove
As the UK’s largest property portal, Rightmove is widely recognised for its extensive audience and nationwide reach. According to Rightmove’s 2025 Annual Report, users spent 16.8 billion minutes on the platform during the year, making it the UK’s most-visited property portal. For many estate agencies, it’s the benchmark for achieving maximum property visibility.
Why this is better: Benchmark for achieving maximum property visibility” is more objective than “first stop.”
Zoopla
Zoopla combines property listings with additional tools such as estimated property values, price history, local area insights and school information. Its research-focused experience appeals to buyers who want to explore market data before making decisions, while providing estate agents with access to a large and engaged audience.
Why this is better: Describes features without implying superiority.
OnTheMarket
OnTheMarket is a UK-focused property portal owned by CoStar Group. Although it attracts a smaller audience than Rightmove and Zoopla, it continues to expand its platform and market presence following CoStar’s investment. Many estate agents include it as part of a broader marketing strategy, particularly in regional markets.
Why this is better: “Continues to expand” is factual and avoids suggesting guaranteed growth.
Key Takeaway
The important point is this: all three portals can generate enquiries, but their effectiveness depends on factors such as your local market, property type, target audience and overall marketing strategy. What works best for one estate agency may not necessarily deliver the same results for another.
UK Property Portals by the Numbers
While individual portal features are important, audience reach provides valuable context when comparing their overall market presence. The figures below highlight the relative scale of the UK’s three leading property portals, along with an industry insight into how estate agencies typically approach portal advertising. These statistics are intended to provide a high-level snapshot to support your decision-making and should be considered alongside your local market, target audience and marketing objectives.
Source: Data adapted from Quite Right, “Zoopla vs Rightmove vs OnTheMarket”, along with publicly available industry information.
Which Property Portal Is Right for Your Agency?
There’s no one-size-fits-all answer when it comes to choosing a property portal. The right platform depends on your agency’s goals, target audience, local market and marketing budget.
Rather than asking “Which portal is the best?”, the better question is:
“Which portal is best suited to my business?”
Here’s a simple framework to help you decide.
Maximum Exposure → Rightmove
If your priority is reaching the largest possible audience, Rightmove remains the strongest choice. Its market-leading traffic and nationwide brand recognition make it particularly valuable for agencies operating in highly competitive markets where visibility plays a crucial role in generating enquiries.
Best suited for:
• Established agencies • High listing volumes • Maximum market exposure
Balanced Value → Zoopla
For agencies looking to balance reach, cost and buyer engagement, Zoopla offers a compelling proposition. Beyond property listings, it provides valuation tools, local market insights and homeowner research features that encourage users to spend more time exploring properties and neighbourhoods.
Best suited for:
• Cost-conscious agencies • Balanced marketing strategies • Buyer and seller enquiries
Budget-Friendly Growth → OnTheMarket
For independent agencies or businesses looking to diversify their marketing channels, OnTheMarket can be a valuable addition. Backed by CoStar Group, the platform continues to invest in technology and expand its presence within the UK property market, making it an increasingly attractive option for agencies seeking additional exposure without relying solely on larger portals.
Best suited for:
• Independent agencies • Regional markets • Budget-conscious growth
The Bottom Line
The most successful estate agencies don’t choose a property portal based on popularity alone. Instead, they evaluate which platform or combination of platforms best aligns with their local market, business goals and marketing budget.
In fact, many agencies advertise across multiple portals while also investing in their own website, local SEO and digital marketing to build a more sustainable source of enquiries over time.
What UK Estate Agents Say About These Portals
No property portal is perfect, and that’s reflected in conversations across estate agency communities, industry forums and property publications.
While individual experiences vary, one theme appears consistently: most agents don’t compare portals by features alone – they compare them by the quality of enquiries they receive and the return on their marketing investment.
Here’s what the broader industry conversation suggests:
Rightmove
Rightmove is widely recognised as the market leader for audience reach and visibility. However, many agents also describe it as one of their largest recurring marketing expenses. For most businesses, the question isn’t whether it generates enquiries-it’s whether those enquiries consistently justify the investment.
Zoopla
Zoopla is often viewed as offering a strong balance between visibility, marketing value and property research tools. Many agents appreciate its homeowner insights, valuation features and generally lower cost when assessing overall return on investment.
OnTheMarket
Since becoming part of CoStar Group, OnTheMarket has attracted increased attention across the industry. Although it currently has a smaller audience than Rightmove and Zoopla, many agents see long-term potential as the platform continues to invest in technology, product development and market expansion.
Editor’s Note: These observations reflect commonly discussed experiences across industry forums, estate agency communities and trade publications. Individual results will vary depending on factors such as location, property type, pricing strategy and overall marketing approach.
One conclusion appears consistently across the industry:
Very few successful estate agencies rely on a single marketing channel. Property portals remain an important source of visibility, but they’re most effective when combined with a strong website, local SEO, an optimised Google Business Profile, social media and email marketing to create a more resilient lead generation strategy.
Final Verdict
There isn’t a single “best” property portal for every estate agency because there isn’t a single type of estate agency. The right choice depends on your market, budget, business goals and the type of enquiries you want to generate.
For many agencies, Rightmove remains the go-to platform for maximum visibility. Zoopla offers an excellent balance of reach, value and research-driven features, while OnTheMarket continues to strengthen its position through ongoing investment and growing market presence.
Rather than viewing this as a choice between competing portals, the most successful agencies build a marketing strategy where each channel serves a different purpose. Property portals help generate visibility today, while your own website, SEO and brand presence create long-term resilience and direct enquiry opportunities.
Rather than asking, “Which portal is the best?” the better question is:
“Which portal delivers the best return for my agency?”
That’s the mindset that leads to smarter marketing decisions and more sustainable business growth.
If you’re also deciding how much of your marketing budget should go towards property portals versus building your own online presence, read our guide “Property Portals vs Website: Where Should Estate Agents Invest More?” It explores how estate agencies can reduce reliance on third-party platforms while building a stronger source of direct enquiries in the future.
About Eumentis AI
At Eumentis AI, we help real estate businesses manage customer conversations with AI-powered voice agents that work alongside your team. From answering property enquiries and qualifying leads to booking viewings, nurturing prospects and following up with potential clients, our AI solutions help agencies respond faster, improve customer experience and ensure no opportunity goes unanswered.