Estate agency software provider iamproperty has launched a platform that allows agents to offset software costs through a credit system, though the company has declined to specify how much business agents must generate to qualify for free services.
The platform, called One, combines 12 property technology solutions with credits earned through iamproperty’s auction, conveyancing and property preparation services. Agents must accumulate credits during their first year before applying them to software costs in year two.
Credit system structure
According to an iamproperty spokesperson, agents can earn credits through services including auction, legal preparation using the company’s managed panel, and its Sale Ready service. The credits build throughout the first year and can then offset software costs including CRM, lead generation and market appraisal tools in subsequent years.
The company has not disclosed standard subscription prices, the value of individual credits, or the transaction volumes required to eliminate software costs entirely. Agents must request personalised proposals to determine potential savings.
Agencies remain free to use competing providers for conveyancing and other services, but only business placed through iamproperty’s services generates credits towards the software costs.
Questions over potential conflicts
The credit model creates a financial incentive for agents to recommend iamproperty’s services over competitors. When asked how the company ensures recommendations remain focused on client interests rather than credit accumulation, iamproperty cited its training programmes and circumstance-checking tools.
The company did not specify how agents should disclose the credit incentives to customers or manage potential conflicts arising from the arrangement. This comes as regulatory scrutiny on estate agents intensifies across various compliance areas.
Platform features
Beyond the credit system, One integrates tools covering lead generation, market appraisals, client management and sales progression. The modular platform connects agency, market and customer data to identify potential instructions and business opportunities.
Co-founder Ben Ridgway said the model responds to rising operational costs and fee pressure in the sector. “They’re having to work harder for every instruction and every fee, while the cost of running their businesses continues to rise,” he said.
Fellow co-founder Jamie Cooke said the platform distinguishes itself through integration: “We’re not just connecting products; we’re connecting the whole journey.”
Market implications
The model represents a shift from traditional software-as-a-service subscription models towards transaction-based pricing in the property technology sector. Similar approaches have emerged in related areas, with conveyancing services facing capacity challenges that may affect agents’ ability to generate sufficient transaction volumes.
For agencies already using iamproperty’s transactional services, the platform could reduce software expenditure. However, the actual savings will depend on undisclosed subscription charges, credit values and the volume of eligible business generated.
The company states that personalised proposals, online calculators and live demonstrations will be available to help agents assess the financial viability of the platform for their specific business volumes.
