More than 2,750 estate and letting agent branches across the UK have registered to list on a new property portal developed by AI company ModelProp, co-founded by Mal McCallion.
Codenamed IntelProp, the platform is designed to be fully optimised for AI and voice search, with ModelProp pledging that all listings will be easily discoverable through conversational platforms.
Set to launch publicly in Q1 2026, the portal will offer free property listings with no end date, positioning itself as an alternative to established platforms. McCallion described the development as part of a broader “Rightmove Resistance” and called it “a once-in-a-generation reset” for the UK property sector.
“I helped launch Primelocation in 2000 and Zoopla in 2008 – and this moment feels bigger than both,” said McCallion, CEO and co-founder of ModelProp. “AI is transforming how people search, decide and act. Property discovery is shifting from typing into narrow, filtered boxes to simply asking questions and expecting intelligent, personalised results. That’s what this platform delivers.”
The goal, says McCallion, is to help agents win more instructions, cut costs and
increase revenue-per-transaction – while giving consumers a richer, more intuitive
experience.
He continued: “Consumers still want a familiar, trusted place to explore,” he said. “Going back and forth between individual agents’ websites is a sub-par journey. Our AI portal brings everything together – listings, lifestyle, local context, agents and tools to make each home feel real.”
At launch, users will be able to:
• Get AI-recommended areas to live based on aspirations and situation.
• Virtually decorate and furnish homes in their own style.
• Purchase furniture and accessories in-portal, turning inspiration into action.
“We’re building this together – with agents, not against them,” McCallion added. “This is the moment to get involved. It’s free, it’s future-proofed, and it’s going to put your listings where the next generation of buyers are already searching.”
So, what sets IntelProp apart? When every other portal starts using AI, how will it avoid becoming just another also-ran?
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1. Free-to-list; big portals won’t want to give up their massive margins
2. Agent-owned; agents also earn shares in the business in return for data
In the world of AI, tech isn’t the ‘moat’ around any business. AI can build the lot. It will be all about relationships and data – Rightmove has poor relationships with its clients and does not own the data, its clients do. So it won’t be able to replicate what IntelProp can do.
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It sounds like another OTM-style (Agents Mutual) model — only this time with an AI twist. While it’s possible that, in the distant future, such a concept could find its place in consumer property searches, the real desire among agents is for consumers to bypass the major portals altogether and find alternative routes to discover properties.
The biggest challenge remains educating consumers to move away from those established portals — something that’s already been tried (and largely failed) with OTM. In truth, many agents are reluctant to put in the effort to change consumer habits. My concern is that this could end up being yet another distraction for agents, chasing the idea of replacing Rightmove — which, realistically, seems highly unlikely.
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Free-to-list sounds good, but perhaps a little too good – where’s the catch? Some part of this must be chargeable, as otherwise it’ll be unsustainable. Pay-per-lead, perhaps?
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