Emoov

Here's a practical breakdown of the UK property market, covering the platforms and companies that most people actually use when buying, selling, or renting.

🔎 Property Search Portals (used by almost everyone)

These are the sites where the vast majority of buyers and renters actually look for homes:

• Rightmove – Rightmove is still the largest property portal in the UK and carries the biggest volume of listings from agents across the country It's the default starting point for most house-hunters.
• Zoopla – The second major portal; together with Rightmove, platforms like Rightmove and Zoopla account for the majority of property enquiries in the UK market
• OnTheMarket – A smaller but respected third portal that many agents also list on alongside the big two.

Bottom line: whichever agent you choose, make sure your listing appears on Rightmove and Zoopla — every agent must list properties on both Rightmove and Zoopla, as these are the two largest property portals in the UK, and essential for generating buyer interest

💻 Online / Hybrid Estate Agents (fixed-fee, popular for savings)

If you're selling and want to cut costs vs. traditional commission:

• Purplebricks – one of the UK's largest online and hybrid estate agents and has historically been the market leader in the sector, claiming the biggest share of the online/hybrid agent sector according to 2024 Zoopla data It has a TrustPilot average score of 4.1/5 with over 144k reviews, and their score has improved in recent years
• Yopa and Strike – Frequently mentioned alongside Purplebricks as major players; the best online estate agents in the UK in 2026 are Purplebricks, Yopa, Strike, and Emoov, with Purplebricks the largest by market share

Good to know: the main benefit of online estate agents is that fees are generally much lower than high street estate agent fees, meaning you could save thousands of pounds However, you'll normally pay online estate agent fees up front, which means you'll have to pay whether or not you sell — so check the terms carefully.

🏠 Traditional High-Street Agent Chains (still dominant nationally)

For people who prefer a local, full-service agent with a shop presence:

• Connells – one of the UK's largest estate agency groups with impressive marketing networks, also offering home conveyancing, mortgage advice, and property finance
• Haart (Spicerhaart) – operates under the Spicerhaart group and offers modern marketing, virtual viewings, and a strong national network
• Winkworth – one of the oldest chains in the UK, with special strength in London and the South East, and a franchised model that keeps local expertise strong
• Hunters – Known for friendly service and strong regional presence, with a "No Sale, No Fee" model that appeals to sellers seeking a guaranteed structure
• Andrews – offers ethical estate agency services with a community-focused approach and a hybrid model blending modern digital tools with in-person support

🏙️ London & Premium Property Specialists

If you're in the capital or looking at higher-end property:

• Dexters – a major force in the London market

In the United Kingdom, the real estate ecosystem functions quite differently from other markets like the US. Because there is no centralized Multiple Listing Service (MLS), the products and companies people actually use to find, buy, sell, or rent properties are split between dominant property portals (where everyone goes to browse) and traditional or online estate agencies (who handle the listings and sales).

The top real estate brands and platforms used across the UK are structured below by how people interact with them.

1. The Big Property Portals (Where the Market Lives)

If you ask anyone in the UK how they find a home, they won’t tell you a specific company’s name; they will tell you they use a portal. These platforms aggregate almost every active listing across thousands of different individual agencies.

Rightmove: The undisputed number one property portal in the UK. It features the largest inventory of properties for sale and rent. It is the default tool for anyone actively house-hunting. Zoopla: The close second largest property website. Zoopla is highly valued for its additional tools, such as local area guides, historical price tracking, and instant automated property valuations. OnTheMarket: Backed by major estate agencies and owned by CoStar Group, this portal is an incredibly popular alternative that often secures exclusive listings 24 to 48 hours before they appear on Rightmove or Zoopla. PrimeLocation: Owned by the Zoopla Property Group, this platform targets the middle to high-end luxury property market.

2. High-Street & Corporate Estate Agencies

For traditional physical presence, local knowledge, and comprehensive end-to-end sales support, these are the massive brands dominating the UK high street.

Savills: Consistently ranked as the most prominent estate agency brand across Great Britain, covering more postcodes than any other high-street name. They specialize in mid-to-high-end residential property, agricultural land, and massive commercial sectors. Connells Group: The UK's largest residential estate agency network by market volume. While you might not see the name "Connells" on every corner, they operate a vast portfolio of familiar local high-street brands including Sequence, William H Brown, Barnard Marcus, and Fox & Sons. Knight Frank: Widely recognized as the global gold standard for premium and luxury property transactions. If you are looking at prime property in London or massive country estates, Knight Frank is a market leader. Foxtons: A dominant, highly visible powerhouse across London and the South East. Known for its fleets of branded cars and a highly aggressive, tech-first approach to lettings and sales. Dexters: Another massively popular and highly reviewed player concentrated in London, known for maintaining short vacancy periods for landlords and high volume sales.

3. Online & Hybrid Estate Agents (Fixed-Fee Market)

Over the last decade, millions of sellers have pivoted toward digital-first agencies that offer a flat or fixed fee rather than a traditional commission percentage (which averages around 1.5% in the UK).

Purplebricks: The largest and most recognizable online estate agency in the UK. They assign local property experts to your area but handle viewings, offers, and tracking via a 24/7 digital dashboard app for a transparent fixed fee. Yopa: A popular hybrid choice that bridges the gap by offering a dedicated local estate agent to manage your sale but charging a fixed fee starting at around £999. Emoov: One of the absolute cheapest entry points for tech-savvy sellers, allowing users to list properties on the major portals for a low flat rate.

Direct Comparison Overview

Are you asking because you are looking to buy or rent a property, or are you hoping to list and sell a home? Let me know, and I can give you advice tailored exactly to that process.