Introduction
The UK property market is one of the most competitive real estate markets in the world. With rising house prices, fluctuating mortgage rates, and increased demand for digital property searches, online property portals have become essential for buyers, sellers, landlords, and estate agents alike.
While Rightmove and Zoopla have long dominated the industry, OnTheMarket is rapidly emerging as a powerful alternative — offering estate agents new marketing tools, competitive pricing models, and strong lead generation potential.
In this in-depth guide, we’ll explore:
- How UK property portals work
- Why estate agents rely on them
- The benefits of advertising on OnTheMarket
- How property buyers are changing in 2026
- Whether OnTheMarket is worth the investment
The Rise of Online Property Portals in the UK
Gone are the days when buyers walked into estate agent offices to browse printed brochures. Today:
- Over 95% of UK property searches begin online
- Mobile property searches dominate desktop
- Buyers compare listings across multiple portals
- Lead generation is now data-driven
Property portals have become digital shop windows for estate agents. Without portal exposure, listings struggle to gain visibility.
This is where platforms like OnTheMarket come in.
What Is OnTheMarket?
OnTheMarket is a UK property portal created to provide estate agents with a strong alternative to the traditional duopoly of Rightmove and Zoopla.
It offers:
- Residential sales listings
- Rental property listings
- Commercial property
- New build developments
- Premium agent advertising packages
The platform focuses on:
- High-quality property exposure
- Targeted marketing tools
- Agent-friendly pricing models
- “Only With Us” early listing options
For estate agents, this means increased visibility and potential lead generation without solely relying on other portals.
Why Estate Agents Use Property Portals
Property portals provide three major benefits:
1. Massive Online Exposure
Buyers actively browse property portals daily. Being listed on major platforms increases:
- Listing views
- Property enquiries
- Brand visibility
- Seller confidence
2. Lead Generation
Modern portals provide:
- Enquiry tracking
- Data insights
- Retargeting options
- Email marketing integrations
3. Competitive Positioning
If competitors are advertising on a portal and you are not, you risk losing visibility.
OnTheMarket vs Other UK Portals
When comparing property portals, estate agents usually consider:
| Feature | OnTheMarket | Rightmove | Zoopla |
|---|---|---|---|
| Brand Exposure | Growing | Very High | High |
| Advertising Packages | Flexible | Premium | Competitive |
| Retargeting Options | Yes | Yes | Yes |
| Agent-Focused Strategy | Strong | Moderate | Moderate |
OnTheMarket has positioned itself as an agent-centric platform, offering additional promotional tools and visibility enhancements.
Advertising Opportunities on OnTheMarket
One of the most interesting aspects for estate agencies is advertising.
OnTheMarket offers:
🔹 Premium Listing Upgrades
Boost property listings to appear higher in search results.
🔹 Banner Advertising
Brand awareness campaigns on property search pages.
🔹 Retargeting Campaigns
Target users who viewed specific listings but didn’t enquire.
🔹 Email & SMS Campaign Extensions
Re-engage potential buyers through follow-ups.
These tools help agencies move beyond passive listing and into active marketing.
Why Real Estate Advertising Matters More in 2026
The UK housing market in 2026 is shaped by:
- Mortgage rate fluctuations
- Increased rental demand
- First-time buyer government schemes
- Migration and urban development
With more competition and more online searches, paid visibility is becoming essential.
Estate agents that rely only on organic exposure may lose potential clients to competitors using enhanced advertising.
Is OnTheMarket Worth It for Estate Agents?
For smaller agencies especially, diversification matters.
Relying on one portal creates risk.
OnTheMarket provides:
- Additional exposure
- Competitive pricing
- Growing traffic base
- Brand differentiation
For agencies looking to expand digital presence, it can be a strategic addition.
Final Thoughts
The UK property market continues to digitize rapidly. Buyers expect fast search tools, high-quality images, and instant enquiries.
Platforms like OnTheMarket are evolving to meet these demands — offering estate agents more than just listings, but full advertising ecosystems.
For agencies wanting to remain competitive in 2026, understanding and leveraging property portal advertising is no longer optional — it’s essential.
