One in three estate agents view DIY property platforms as a competitive threat, research from Alto shows.
The study found that 34% of agents consider services such as OpenRent and For-Sale-By-Owner (FSBO) platforms a risk to their business this year. Concern varies by agency size. Among sole traders, 37% view DIY/FSBO platforms as a major threat, while 33% of agencies with two to five branches consider them a threat and one in six are unsure of their impact.
Larger firms, however, generally do not see DIY platforms as a threat, reflecting greater confidence in their business scale and service offering.
The findings are from the Alto 2026 Agency Trends Report, which surveyed 250 estate and letting professionals across the UK late last year.
Industry observers say the divergence reflects the competitive pressures facing different parts of the market: smaller agencies, with tighter margins and fewer resources, feel the pull of low-cost tech-led alternatives more acutely, while larger firms lean on established brand footprints, integrated services and deeper customer relationships.
“Agents are no longer competing just with their neighbours, instead they’re competing with algorithms, subscription models and platforms that promise simplicity and low fees,” said Riccardo Iannucci-Dawson, CEO of Alto.
“From a consumer perspective, DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees. 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.”
Agents who view DIY platforms as a threat cited price pressure, reduced margins, and the ease with which landlords and sellers can now list properties without traditional intermediaries.
Others polled in Alto’s research commented that DIY platforms may broaden the overall pie by engaging cost-sensitive segments who might otherwise delay or avoid using agent services altogether – a dynamic that could ultimately benefit the market if agents adapt.
The findings suggest this adaptation is already underway, with many agencies investing in technology, AI and service differentiation to counteract price-based competition.
“The winners in this environment won’t be those who ignore the platforms,” said Iannucci-Dawson. “They’ll be the firms that combine a high-quality, tech-enabled service with trust, compliance and local expertise. That’s the sweet spot agents can own.”
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