Market Coverage and Listing Volume
Rightmove is the market leader by a significant margin. Over 90% of UK estate agents list on Rightmove, making it the most comprehensive single source. It typically carries around 1 million live listings at any time — more than any competitor.
Zoopla merged with Primelocation in 2017, giving it a combined audience and a strong position in the London and premium market. It carries roughly 60–70% of the listings that Rightmove does, though coverage varies by region. Some agents list exclusively on Zoopla, particularly those who object to Rightmove's pricing.
OnTheMarket launched in 2015 as an agent-owned alternative to the 'big two'. Coverage has grown steadily, and following its acquisition by CoStar Group in 2023, investment has increased. It now carries a meaningful minority of listings not found on the other two portals, particularly from agents looking to reduce portal fees.
Feature Comparison
| Feature | Rightmove | Zoopla | OnTheMarket |
|---|---|---|---|
| Estimated home values | No | Yes (Zoopla estimates) | No |
| Sold price data | Yes | Yes | Yes |
| School catchment info | Yes | Yes | Limited |
| Floor plan search | Yes (filter) | Yes | Yes |
| Area guides | Yes | Yes | Yes |
| Email alerts | Yes | Yes | Yes |
| Price change tracking | Yes | Yes | Yes |
| Time on market shown | Yes | Yes | Partial |
| Agent response rates | No | No | No |
| Price per sqft data | No | Limited | No |
Accuracy and Data Quality
All three portals rely on agents to upload and maintain listing data. This means accuracy depends on the agent, not the portal. Common issues include outdated prices (listed price reduced but portal not updated), incorrect property types (a maisonette listed as a flat), and misleading photos.
Zoopla's automated valuations ('Zoopla Estimates') are widely used but should be treated as rough indicators only. They use an algorithm based on sold prices and property characteristics, but can be significantly off — particularly for unusual properties, recent renovations, or areas with few comparable sales.
None of the portals tell you what the listing agent isn't telling you — issues like short leases, high service charges, flood risk, or subsidence history. That's where independent research tools like HomeThink come in, providing AI-powered analysis that goes beyond the listing.
Pricing and Listing Strategies for Agents
Rightmove charges agents the highest fees — typically £1,000–£1,500 per month for a standard package. This cost is passed indirectly to sellers through agent commission. Despite the cost, most agents consider Rightmove essential because of its audience dominance.
Zoopla is typically cheaper for agents, which means some budget and online-only agents list exclusively there. OnTheMarket is cheaper still, and some traditional high-street agents use it as their secondary or even primary portal.
The practical takeaway: if you're only searching on Rightmove, you may miss properties listed by agents who've opted out of Rightmove on cost grounds. These are sometimes smaller, local agents with properties that never appear on the biggest portal.
Which Portal Is Best for You?
- ▸First-time buyers: Start with Rightmove for the widest coverage, then cross-check Zoopla for its valuation estimates and any exclusive listings.
- ▸Renters: Zoopla often has better rental listings, particularly in London. Rightmove has volume, but Zoopla's rental search filters are more refined.
- ▸Investors: Use all three. Investment properties are time-sensitive, and the few that appear exclusively on OnTheMarket or Zoopla face less buyer competition.
- ▸Serious buyers in any category: Set up alerts on all three portals. It takes five minutes and ensures you never miss a listing.
Key Takeaways
- ✓No single portal carries every UK property listing — using all three gives the most complete picture
- ✓Rightmove has the largest coverage (~90% of agents), but Zoopla and OnTheMarket carry exclusive listings
- ✓Zoopla's automated valuations are useful as rough guides but can be significantly inaccurate for unusual properties
- ✓Agents pay different fees to each portal, which affects where properties appear — cheaper portals attract agents priced out of Rightmove
- ✓Set up email alerts on all three portals to ensure you never miss a listing