In the news: Rightmove Profits Soar—But Is Agent Backlash Starting to Bite?
This week, Rightmove announced a 7% increase in revenues, driven by consistent growth in agent and new homes subscriptions. While this may be good news for shareholders, it starkly contrasts with the frustration among independent agents, many of whom feel trapped in an unfair pricing model.
One of the most vocal critics of Rightmove’s pricing strategy is Shaun Adams, an agent who has taken it upon himself to challenge the portal’s dominance. His campaign isn’t about damaging Rightmove but rather calling for a fairer, more sustainable pricing model for agents.
"I don't hold much hope in damaging Rightmove's share price, as this morning's figures will reveal, but to be honest with you I am not trying to damage them as a company. I only want them to take a more fair approach to working with agents." — Shaun Adams
Shaun acknowledges that Rightmove is a necessity for most agents because sellers demand it. However, he highlights a core frustration: while supplier fees—like Rightmove’s—continue to rise, estate agency fees have remained stagnant or, in some cases, even declined.
"Agency fees are usually calculated as a percentage of selling prices, and average UK property prices have increased over time, so in theory, agency fees follow this upwards trajectory. But unlike Rightmove, agents do not have a monopoly—clients have alternatives when choosing an agent."
The Cost of Rightmove to Agents
Shaun points out a shocking statistic: on average, Rightmove now earns £433 for every property sold in the UK that was listed on their platform. This cost is absorbed by agents and ultimately passed on to sellers.
Beyond pricing, Shaun also highlights the lack of parity in the industry between independent agents, large corporate agencies, and self-employed models.
"Big agency groups benefit from bulk buying power, while models like eXp offer full portal access to their agents at a fraction of the cost. This isn’t a fair and level playing field."
Is Shaun’s Campaign Having an Impact?
While Shaun remains realistic about the challenge ahead, he notes that Rightmove’s share price has already dropped 5% since his campaign began just 10 days ago.
"I was contacted by both Zoopla and OnTheMarket since the story broke. Their offers are cheaper, but their goal seems to be to knock Rightmove off its perch rather than deliver real value to agents. There’s no long-term guarantee any challenger portal wouldn’t follow the same pricing model if it gained dominance."
What Can Agents Do?
Rather than simply signing a petition, Shaun urges agents to take real action by contacting the Competition and Markets Authority (CMA) to call for an investigation into Rightmove’s pricing structure.
"The only way we can get a fairer deal with the portals in the long run is to diversify our marketing, not rely too heavily on portals, and most importantly—stand together and use our voice."
Shaun’s campaign is gaining momentum, and agents looking to get involved can join the discussion in his Facebook group:🔗 Rightmove Fee Fight or sign his petition calling for a CMA investigation.
Shaun Adams’ campaign may be ambitious, but it highlights a deeper issue—the need for a united front among independent agents.
What are your thoughts on Rightmove’s latest results and Shaun’s campaign?
