Can You Sell a House Privately on Rightmove?
No, you can't list a property directly on Rightmove as a private seller. Rightmove only accepts listings from registered estate and letting agents who are members of a governing body or redress scheme (like the Property Ombudsman). This restriction also applies to Zoopla and OnTheMarket.
However there is a partial solution. You can access these portals by using 'online estate agents' who list your property for a fixed fee while you manage viewings and negotiations yourself. The real question isn't whether you can list privately on Rightmove, but what happens after the 'listing' and whether you should be selling without a traditional agent at all.
Article updated: December 2025
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by Robert Jones, Founder of Property Investments UK
With two decades in UK property, Rob has been investing in buy-to-let since 2005, and uses property data to develop tools for property market analysis.
Why Rightmove Doesn't Allow Private Sellers
Rightmove is an advertising portal for estate agents, letting agents, and new homes developers. According to Rightmove's official FAQ, to advertise properties you need to be a registered estate or letting agent with a governing body or redress scheme, and a company registered with companies house.
The restriction exists for consumer protection. If disputes arise between buyers or tenants and the agent they're working with, there needs to be an impartial organisation that can investigate complaints and take action. Private sellers don't have this oversight.
Zoopla and OnTheMarket have identical restrictions. As online estate agents confirm, individuals selling or letting property privately are prohibited from advertising on the major UK property portals.
This isn't about Rightmove being difficult. Their business model depends on estate agents as customers. Opening up to private sellers would undermine their core client base. Simple commercial reality.
How Online Estate Agents Give You Access
Here's the workaround. Online estate agents are registered agents who list your property on Rightmove, Zoopla, and other portals for a fixed fee. You get the portal exposure without the percentage-based commission of traditional high street agents.
Here's how it works. You pay an upfront fee, depending on which agent you choose, their level of services and the price (or sometimes location of your property), this can typically be £300-£1,500 per property listing. The online agent the creates your listing, uploads photos, and puts it live on the major portals. Enquiries come through to you. You handle the viewings, answer questions, and negotiate with buyers directly.
Some online agents offer different service levels. Basic packages mean you do everything yourself. Mid-tier might include professional photography. Top packages can include accompanied viewings and some negotiation support, though at that point you're paying similar to a traditional agent anyway, however you are taking more risk as you often pay upfront.
Currently active online agents in 2025:
Purplebricks operates nationwide with fixed-fee packages. They've been around since 2014 and have the brand recognition, though they're not the cheapest option anymore.
Yopa offers a hybrid model with local agents plus online management. They provide "no sale, no fee" options alongside fixed fees.
eXp UK has grown rapidly and was reportedly listing more new instructions than any other UK agent by 2025. They use a self-employed agent model.
Smart Seller and Express Estate Agency are among the budget-tier options, typically charging lower upfront costs.
We covered Purplebricks specifically in our detailed guide to selling through Purple Bricks, including pros and cons based on actual user reviews.
What Online Agents Actually Cost
Online agent fees vary significantly. According to recent data, the average fixed fee is £875 plus VAT, but individual agents charge anywhere from £99 to £1,695.
Compare that to traditional high street agents. The current average commission in England and Wales is 1.18% plus VAT for a sole agency agreement on a no sale, no fee basis. On a £200,000 property, that's £2,832. On a £300,000 property, it's £4,248.
The savings look compelling on paper. Pay £1,000 upfront versus £3,000-£4,000 on completion.
But here's what those figures don't show. You're paying upfront whether the property sells or not. If your property doesn't sell, you've spent £1,000 for nothing. With a traditional agent on "no sale, no fee," you pay nothing if it doesn't sell.
More importantly, those savings assume you'll achieve the same sale price on your own as a skilled agent would negotiate for you. In my experience, that's rarely the case.
An agent who knows how to negotiate effectively can often add £10,000-£20,000 to your sale price. They know how to create competition between buyers, when to hold firm, and when to compromise. You're emotionally invested in your own property. They're not.
For a detailed breakdown of what traditional agents charge and what's included, see our complete guide to estate agent fees and contracts.
Quick Comparison: Your Selling Options
| Method | Upfront Cost | Who Handles Viewings | Sale Time |
|---|---|---|---|
| Online Agent | £300-£1,500 | You do | 3-6 months typical |
| Traditional Agent | £0 (pay on sale) | Agent does | 3-6 months typical |
| Cash Buyer | £0 | No viewings | 7-28 days |
Each option suits different situations. Online agents work when you have time and confidence to handle negotiations. Remember: Traditional agents typically achieve higher sale prices through skilled negotiation. Sellers choosing the cash buyer approach, trade price for certainty and speed, which often means selling below market value.
What You'll Need to List
Whether you use an online agent or try alternative platforms, you'll need these essentials:
Energy Performance Certificate (EPC). Mandatory. You can't list without one. Valid for 10 years, expect to pay £60-£120 depending on property size and location. Get this sorted first because the listing won't go live without it. For investment properties, understanding EPC ratings and the 'C' target matters for long-term lettability.
Professional photos.Buyers scroll past poor images without clicking through. Budget £150-£250 for a professional property photographer. This will pay back quickly as high quality photos can really stop people scrolling in there tracks. Some will include a virtual tour for an additional £100-£150. Remember that first photo determines whether anyone looks at your listing.
Floor plan. Not always mandatory but expected on any serious listing. Some online agents include this in their package. Otherwise, budget £50-£100 for a professional measured floor plan.
Property description. This is where most DIY sellers fall down. Writing compelling property copy is harder than it looks. You need to highlight features without sounding like you're trying too hard. Strike the balance between informative and promotional.
Solicitor or conveyancer. Line this up before listing. When an offer comes in, you need a solicitor ready to act quickly. Delays kill sales. Standard residential conveyancing typically costs £700-£900 for straightforward sales, though leasehold properties or complex transactions can run £1,200-£1,500.
Realistic pricing. This is critical. Online agents will list whatever price you tell them to. They don't care if it's accurate because they've already been paid. Traditional agents have an incentive to price realistically because they only get paid if it sells. Price too high and you'll sit on the market for months, getting stale and eventually selling for less than you would have with realistic pricing from the start.
Alternative Platforms for Private Sales
If you don't want to use even an online agent, there are platforms that allow genuinely private listings.
TheHouseShop accepts both agent and private listings. You create your own listing with photos and description. Smaller audience than Rightmove but still worth considering.
Facebook Marketplace and local groups. Free to use, substantial local reach. Property-specific groups in your area can work well. The quality of enquiries varies dramatically. Expect a lot of time-wasters alongside genuine buyers.
Gumtree. Similar to Facebook. Free listings, mixed quality enquiries. Better for rental properties than sales in most areas.
All these alternatives have one limitation: reach. Rightmove gets roughly 150 million visits per month. Zoopla around 50 million. The House Shop, Facebook, and Gumtree combined don't come close. Fewer eyes on your listing means fewer potential buyers, which usually means lower sale prices.
For property investors looking to sell quickly, there's another option entirely. Selling directly to a cash buyer bypasses all the portal listing hassle. We covered this in detail in our guide to selling investment property in days. Trade a bit of price for certainty and speed. No viewings, no negotiations, no chain risk.
The Reality for Property Investors
Look, I'll be honest. For property investors, selling privately rarely makes sense as a first choice.
Here's why. When you're selling an investment property, you're running a business transaction. The goal is maximum net proceeds in reasonable time. Every £1,000 you leave on the table because of poor negotiation is £1,000 less for your next investment.
I've used listing-only agents before. You save the commission, yes. But you're now running the viewings yourself, fielding questions about yield calculations and tenancy agreements, negotiating with buyers who can see you're emotionally invested in getting a sale done. It's difficult to stay objective when you're the seller.
Will you really get the best price? Or will you accept an offer too soon because you just want it done? Or worse, hold out for an unrealistic price because you "know" what the property is worth, ignoring what the market is actually telling you?
Here's the question that matters: is it worth your time and opportunity cost? Could your time be better spent finding your next deal, managing your existing portfolio, or literally doing anything else that generates value?
An independent estate agent provides something you can't. Distance. Objectivity. Professional negotiation skills that have been honed through hundreds of transactions. When a buyer makes a cheeky offer, the agent pushes back without emotion. When it's time to compromise, they know it instinctively.
When Selling Privately Actually Makes Sense
There are scenarios where selling privately works.
Someone has approached you directly. Another investor, a neighbour, a tenant who wants to buy. The price is already at market value or close to it. You might be able to negotiate a bit extra off the saved commission. This scenario makes sense.
You're selling within your network. Fellow investors, people you know from networking events, someone you've built a relationship with who knows your portfolio. The trust already exists. The valuation is agreed. An agent adds little value here.
The property is genuinely unique. Sometimes you have a property that won't fit standard marketing. Perhaps it needs heavy refurbishment. Maybe it's tenanted and you're selling to another investor who wants it tenanted. In these cases, direct investor-to-investor sales can make sense.
You're selling a tenanted property. Investment buyers often prefer properties with sitting tenants. Marketing through traditional portals means dealing with homeowner buyers who want vacant possession. Sometimes a direct approach to other investors or selling off-market works better.
But if you're starting from scratch, deciding between listing with an agent or selling privately, almost always I'd recommend choosing an estate agent. Choose the best one, not based on fees but based on reviews, selling success rates, and demonstrable negotiating skills.
Here's a test: when you're interviewing agents, ask them to reduce their fee. If they immediately agree or don't push back with a strong argument why they are worth there fee, walk away. If they drop their fee that easily on first ask, imagine how they'll negotiate your sale. You want an agent who knows their value and holds firm. That's the agent who'll get you top price.
Frequently Asked Questions
Can I list my property on Rightmove without an estate agent?
No. Rightmove only accepts listings from registered estate or letting agents who are members of a governing body or redress scheme. You cannot list directly as a private seller. The only way to access Rightmove is through an online estate agent who lists properties for a fixed fee.
How much does it cost to use an online estate agent?
Online estate agents typically charge fixed fees ranging from £300 to £1,500 plus VAT, with the average around £875. This is paid upfront regardless of whether your property sells. Traditional high street agents charge commission (average 1.18% plus VAT) only when the property sells, which works out at roughly £2,800-£4,200 on a £200,000-£300,000 property.
What's the difference between online and traditional estate agents?
Online agents list your property on major portals for a fixed upfront fee but you handle viewings and negotiations yourself. Traditional agents charge percentage commission only when sold, and handle the entire sales process including viewings, negotiations, and progressing the sale. Traditional agents typically achieve higher sale prices through skilled negotiation, which often more than covers their commission.
Should property investors sell privately?
Rarely. When selling investment property, your goal is maximum net proceeds in reasonable time. Skilled estate agents typically add £10,000-£20,000 or more through effective negotiation, which far exceeds their commission. Selling privately only makes sense when someone has approached you directly at market value, or you're selling within your investor network where trust and valuation are already established.
What happens if I use an online agent but the property doesn't sell?
You've paid the upfront fee regardless of outcome. Most online agents charge £300-£1,500 whether your property sells or not. If your pricing was unrealistic or the property needs work, you've spent that money with nothing to show for it. Traditional "no sale, no fee" agents only charge commission when your property actually sells.
How do I choose between online and traditional agents?
Consider your property type, local market conditions, and your own time. If you have a straightforward property in a hot market, an online agent might work. If your property is unusual, needs positioning carefully, or the market is slow, use a traditional agent with local expertise and strong negotiation skills. For investment properties, traditional agents usually achieve better results.
Can I switch from an online agent to a traditional agent?
Yes, but check your contract terms. Many online agents have tie-in periods where you're committed to using them exclusively for a set time (often 12-16 weeks). You might need to give notice and wait for the exclusivity period to end before instructing another agent. Read the terms carefully before signing.
Do online agents negotiate on my behalf?
Basic packages typically don't include negotiation. You handle all buyer enquiries and offers yourself. Some premium packages include negotiation support, but at that price point you're paying similar to traditional agents anyway. The whole point of online agents is lower cost in exchange for doing more work yourself.