The Fight for Fairness: Why Independent Agents Must Take a Stand

For too long, small, independent agents have been squeezed by relentless fee hikes while corporate giants get massive discounts. Some independents are now paying up to 16 times more than large firms for the exact same service—forcing many to the brink while the biggest players tighten their grip on the market.

This isn’t just unfair—it’s an exploitative stranglehold on independent businesses. With dominant platforms dictating terms, agents are told to “take it or leave it”, knowing full well that leaving means financial penalties, higher fees on return, and a potential loss of market visibility.

The public suffers too. When independents are priced out, choice disappears, service standards drop, and the industry becomes a corporate monopoly where only the wealthiest firms thrive. This isn’t about innovation or better service—it’s about crushing competition and extracting every last penny from agents who have no real alternative.

Enough is enough. A growing movement of independent agents is refusing to sit back and accept price gouging, intimidation, and anti-competitive practices. We are demanding transparency, fair pricing, and a level playing field where independent agents can compete on merit—not on who can afford the highest fees.

The industry is waking up. Will you stand with us?


Many independent agents will be suffering under a Near Monopoly Portal.

The biggest way they could benefit is to write to the CMA

Please send this to them and ask them to consider doing this as the CMA are more likely to act with more letters

Here’s a complaint template that agents can use to submit their concerns directly to the Competition and Markets Authority (CMA).

This letter template is in the public interest and is provided as a resource for independent agents concerned about competition in the property portal market. It is not a legal document and should be adapted to reflect individual views.

[Your Agency Name]

[Your Agency Address]
[Your Email]
[Your Phone Number]
[Date]

Competition and Markets Authority
The Cabot
25 Cabot Square
London
E14 4QZ
Email: general.enquiries@cma.gov.uk

Subject: Formal Complaint – Rightmove’s Anti-Competitive Pricing & Market Dominance

Dear Competition and Markets Authority,

I am formally requesting an urgent investigation into Rightmove’s pricing practices and abuse of market dominance, which are imposing an unfair financial burden on independent estate agents across the UK and distorting competition in the property market.

Rightmove currently controls 86% of all UK property portal traffic, making it the platform that sellers and buyers expect estate agents to use. This dominant market position effectively forces estate agents into paying its fees, regardless of affordability, as refusal to list on Rightmove significantly disadvantages both agents and their clients.

Rightmove’s recent 18% price increase for 2025 far exceeds UK inflation and represents an exploitative and unjustifiable rise beyond inflationary increases. Crucially, the product itself has remained unchanged for years, offering no additional value to justify these extreme price hikes. Agents are left with two coercive and unfair options:

• Accept the full 18% price increase, or

• Accept a 15% increase but be forced into a restrictive contract with additional obligations.

Moreover, any agent who pauses or leaves Rightmove is penalised with inflated rejoining fees, creating an artificial barrier to market re-entry and restricting fair financial decision-making.

Discriminatory Pricing and Market Distortion

Rightmove’s pricing strategy appears to unfairly disadvantage independent estate agents. I’ve been told by a trusted industry insider that some large corporate agencies pay as little as £125 per office per month, while independent agents are being charged well over £2,000. Rightmove deny this but won’t confirm what the actual rates are. If true, this kind of disparity would be deeply unfair and arguably anti-competitive—especially when smaller agents are expected to shoulder far higher costs just to stay visible. 

This effectively means independent agents are subsidising corporate competitors, reinforcing Rightmove’s market grip and further entrenching the dominance of large agencies at the expense of consumer choice.

The financial impact on independent agents is severe. Many are forced to cut marketing budgets, reducing the quality of service available to sellers.

On average, Rightmove’s pricing equates to £450 per house sold, an unjustifiable amount. This is fundamentally unfair and should be at least 90% lower—around £45 per sale—more in line with what competing portals charge. Rightmove is leveraging its near-monopoly to artificially inflate costs, which is neither reasonable nor sustainable.

Breach of UK Competition Law

Rightmove’s conduct appears to violate multiple provisions of UK competition law (if the CMA rules on it), including:

• The Competition Act 1998 (Chapter II) – Prohibiting dominant firms from imposing unfair pricing structures that distort competition and harm smaller businesses.

• The Enterprise Act 2002 – Addressing anti-competitive behaviour that reduces consumer choice and market fairness.

• The Digital Markets, Competition and Consumers Bill – Designed to prevent dominant digital platforms from leveraging their position to impose excessive fees and unfair contractual terms on smaller businesses.

Call for Immediate Action

Rightmove’s exploitative pricing model is unsustainable and is actively harming competition within the estate agency sector. Many independent agencies are already under significant financial pressure, and these excessive fees can lead to:

• Business closures, reducing market diversity and consumer choice.

• Job losses, as smaller agencies are forced to cut costs.

This pricing structure is anti-competitive, which is against the interests of UK home sellers.

I urge the CMA to immediately investigate Rightmove’s pricing policies and consider regulatory intervention to restore fair market competition. The anti-competitive nature of Rightmove’s conduct demands urgent scrutiny and corrective measures.

I am willing to provide further evidence and participate in any discussions necessary to support this investigation.

I look forward to your response.

Yours sincerely,
[Your Name]
[Your Contact Information]

Links to stories on this

Call for CMA Probe into Rightmove’s Unfair Pricing Practices Affecting Estate Agents Petition

City analysts warn Rightmove fees investigation could hit share price

In the news: Rightmove Profits Soar—But Is Agent Backlash Starting to Bite?

Rightmove petition launched by estate agent could hit growth, warns analyst

Rightmove Fees Up Again – should there be an investigation?

Rightmove’s profit margins are envy of the FTSE 100

Agents call for CMA investigation into Rightmove pricing

Petition calls for Rightmove pricing probe

Agent slams Rightmove for ‘daylight robbery’ after setting up fees petition

Petition calls for CMA probe into Rightmove’s ‘unfair pricing practices affecting estate agents’

Can Rightmove terminate people’s contracts if you raise a complaint?

**No, Rightmove **cannot legally terminate your contract simply because you have lodged a complaint or raised concerns, including with the Competition and Markets Authority (CMA). Doing so could be seen as retaliatory conduct and may violate the following legal protections:

1. Competition Law Protections

Under the Competition Act 1998, it is unlawful for a company to retaliate against a customer for raising concerns about anti-competitive practices. If Rightmove were to terminate your contract in response to your complaint, this could be considered abuse of a dominant market position.

2. Unfair Contract Terms

Under the Consumer Rights Act 2015, businesses must act fairly and transparently. Any attempt to terminate your contract as retaliation could be deemed unfair and unlawful, particularly if your contract does not specifically allow for termination under these circumstances.

3. Contractual Protections

Review your contract with Rightmove carefully. Unless there is a specific clause allowing them to terminate for reasons related to complaints or disputes, they would be in breach of contract if they terminated without valid cause.

4. Reporting and Legal Action

If Rightmove were to terminate your contract in retaliation:

• You could report them to the CMA for anti-competitive behaviour.

• You may also have grounds for legal action for unfair contract practices or breach of contract.

Summary

You are legally protected when raising legitimate complaints, including reporting to the CMA. If Rightmove were to terminate your contract in response, they could face legal consequences for unfair practices.

“Don’t like Rightmove? Just leave.”

We hear that a lot. But that advice ignores reality.

Rightmove isn’t just another supplier — they’re a virtual monopoly in UK property search. Leaving them isn’t like switching broadband. It’s more like saying:

Don’t like your tap water provider? Just leave.

Don’t like paying vehicle tax? Just stop.

Don’t like the TV licence? Just don’t watch BBC.

Don’t like Royal Mail stamps? Don’t post letters.

Don’t like Council Tax? Just move.

Don’t like Network Rail? Don’t travel by train.

Don’t like Sky Sports? Don’t watch your team.

Don’t like the DVLA? Don’t drive.

Rightmove knows they’re number 1 by a mile — and that sellers demand it.

So every year, they crank up the prices.

And do they care? Not one bit.

They know most agents can’t afford to leave — not without risking instructions. So they carry on charging what they like, locking in unfair contracts, and squeezing the independents who built their success.

This isn’t moaning.

This is the start of a fight for fairness, choice, and balance in our industry.

We don’t mind paying for value — we just don’t want to be held to ransom.