Independent agencies see OpenRent as a ‘major threat’

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Riccardo Iannucci-Dawson of Alto says many small agencies worry that 'DIY' platforms take away many of their potential clients.

26th Feb 20260 474 1 minute read David Callaghan

Many independent estate agencies see platforms like OpenRent as a threat to their business.

Research from CRM provider Alto found that of agencies with less than five branches, a third say ‘DIY’ platforms are “a major threat”.

There is much less concern among larger firms, with more than half dismissing the services such as OpenRent and FSBO (For-Sale-By-Owner) as no danger at all.

Price pressure

The findings come from the Alto 2026 Agency Trends Report, which surveyed 250 estate and letting professionals across the UK late last year.

Alto says “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 who view these platforms as a threat cited price pressure, reduced margins, and the ease with which landlords and sellers can now list properties without traditional intermediaries.

DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees.”

Riccardo Iannucci-Dawson, CEO, Alto

Riccardo Iannucci-Dawson, CEO of Alto, says: “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.

“From a consumer perspective, DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees,” he says.

Flip side

“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 says: “The winners in this environment won’t be those who ignore the platforms.

“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.”

TagsAlto openrent 26th Feb 20260 474 1 minute read David Callaghan Share Facebook X LinkedIn Share via Email