Why Agents List on Multiple Platforms in the UK
When selling or letting a property in the UK, one of the most common questions is: Why do estate agents advertise on more than one platform? For many sellers, it might seem unnecessary to be on both Rightmove and Zoopla, or even additional sites like OnTheMarket. But there are clear reasons why most agents choose to list across multiple portals.
In this guide, we’ll explain:
- Why agents don’t rely on a single platform.
- The benefits of multi-listing for sellers, landlords, and tenants.
- The costs involved for agents.
- How this affects your property search.
Why Agents Use More Than One Platform
Estate agents operate in a highly competitive market. Using multiple platforms means:
- Wider audience reach – Different buyers and tenants prefer different platforms (e.g., Rightmove dominates overall, but Zoopla has strong rental and valuation traffic).
- Vendor expectations – Many sellers expect maximum exposure. If their property is only on one site, they may see it as the agent “not doing enough”.
- Lead generation – More listings = more enquiries, which can turn into upselling opportunities for agents.
- Competitive advantage – An agent on multiple platforms appears more professional and resourceful than one restricted to just one.
The Costs of Listing on Multiple Platforms
Listing on multiple portals isn’t free, in fact, it’s one of the biggest expenses for estate agents.
Here’s a rough breakdown of typical monthly subscription costs (these vary by agency size and location):
- Rightmove: £1,200 – £2,500+ per month (depending on package).
- Zoopla: £300 – £600+ per month.
- OnTheMarket: £200 – £400+ per month.
For small independent agents, these costs can add up to £2,000 – £3,500+ per month just to advertise properties. That’s why some agencies choose only one or two platforms, while larger chains tend to cover all.
Benefits for Sellers and Landlords
If you’re selling or letting your property, there are advantages when your agent uses multiple portals:
- Increased visibility → more potential buyers or tenants see your listing.
- Higher chance of faster sale/let → exposure drives enquiries.
- Competitive bidding → more leads can sometimes mean better offers.
- Peace of mind → reassurance that your property is marketed “everywhere it matters.”
Do Buyers and Tenants Benefit?
Yes, but with some caveats:
- Choice – seeing the same property on multiple platforms ensures you don’t miss out.
- Transparency – different platforms may display information differently (some show price history, sold comparables, or area insights).
- Downside – duplicate listings can cause confusion if information isn’t consistent.
Are Multiple Platforms Always Necessary?
Not always. Some agents achieve excellent results just with Rightmove or Zoopla. However, in competitive property markets like London, Manchester, and Birmingham, vendors often expect coverage across more than one portal.
Smaller regional agents may avoid high Rightmove costs and focus on Zoopla + OnTheMarket instead, depending on their target market.
Alternatives to Rightmove and Zoopla
If you’re curious about other options beyond the “big two,” there are growing alternatives that landlords, tenants, and even smaller agents are considering.
Check out our full guide on Rightmove Alternatives here
FAQs
Do all estate agents list on Rightmove?
No. While Rightmove is the biggest, some agents opt out due to the high monthly cost.
Is Zoopla better than Rightmove?
Neither is objectively better. Rightmove dominates in traffic, while Zoopla is often seen as more affordable and strong for rental data.
Why do I see the same property on different websites?
Because most agents list across multiple portals to maximise exposure, leading to duplicate listings.
Does multi-listing increase the chances of a quicker sale?
Yes. More exposure generally equals more enquiries, which increases the chances of selling or letting faster.
