A new property platform, Swoople, has launched, aiming to offer a different approach to how sellers appoint estate agents.

The platform includes a pre-market feature that allows instruction-ready sellers to showcase their homes anonymously. Buyers can register early interest, while estate agents can express interest in securing the instruction through a pay-as-you-win model.

Swoople presents itself as an alternative to traditional lead generation tools used in the property sector.

Sellers create a private listing—referred to as a “Swoop”—which includes internal photos, property descriptions, and price expectations. Based on this information, estate agents are invited to pitch for the opportunity to carry out a market appraisal and potentially win the instruction.

To protect the process, specific location details and contact information are withheld from prospective buyers until an agent is formally appointed.

Agents pay £50 when invited to a market appraisal and £100 if they secure the instruction. Once appointed, agents also gain access to the contact details of any buyers who registered interest in the property.

“The idea for Swoople was born from a simple frustration, in a digital age where almost every transaction can be started in minutes, sellers and estate agents were still relying on phone calls, word of mouth, and often weeks of back-and-forth just to get in a room together” said Paul Drummond, Swoople’s CEO and founder.

“I saw how much time and opportunity was being lost in the very first step of the journey and I wanted to solve that,” he added. “By creating a digital-first and Seller-curated pre-marketplace, we’ve built a smarter way for sellers, buyers and estate agents to connect at the very start of the journey.”

Richard Rawlings, estate agency trainer and Swoople’s estate agent consultant, commented: “This isn’t just a market-first, it’s a market-changer. Swoople is precisely the kind of disruptive innovation the sector needs, as it bridges the gap between an estate’s marketing, and them actually getting the instruction.

“Until now, estate agents have relied on uncertain shot-gun marketing, and digitally-engaged sellers have been frustrated by an outdated, highly manual approach for assessing and selecting the estate agent best-aligned to their needs.

“It’s genius that estate agents can now showcase their services and expertise to pre-qualified, high-intent, sellers in real-time.”