One third of independent estate agencies with fewer than five branches consider DIY property platforms such as OpenRent to be a major threat to their business, according to research from CRM provider Alto.
The findings, drawn from Alto’s 2026 Agency Trends Report which surveyed 250 estate and letting professionals across the UK in late 2024, reveal a significant divide between small and large agencies in their perception of online property platforms.
Size matters in threat perception
Larger agencies appear less concerned about the rise of DIY platforms, with more than half dismissing services such as OpenRent and For-Sale-By-Owner (FSBO) as presenting no danger to their operations.
According to Alto, smaller agencies with tighter margins and fewer resources are more sensitive to the impact of low-cost technology-led alternatives, whilst larger firms rely on established brand recognition, integrated services and existing customer relationships.
Agents who consider these platforms a threat cited price pressure, reduced margins, and the ease with which landlords and sellers can now list properties without using traditional intermediaries.
Market implications
Riccardo Iannucci-Dawson, CEO of Alto, noted that agents now face competition from algorithms, subscription models and platforms offering simplicity and low fees, rather than solely competing with neighbouring agencies.
“From a consumer perspective, DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees,” Iannucci-Dawson said. “But the flip side is they offer less support, fewer compliance safeguards, and limited service depth – the things that matter to many landlords and sellers, especially in a complex market.”
He suggested that agencies combining technology-enabled service with trust, compliance and local expertise would be best positioned to compete in the evolving market.
Industry outlook
The research indicates a structural shift in the property agency sector, with technology platforms gaining traction particularly among cost-conscious property owners. The differential impact on small versus large agencies suggests potential consolidation pressures in the independent agency market as competitive dynamics evolve.
