Rightmove, Zoopla and PrimeLocation: a comparative guide for sellers

If you’re planning on selling your home some time soon, the chances are, you’ll want it to be as swift and calm a process as possible. We feel exactly the same way, which is why we understand how important it is to get your property listing in front of as many people as possible from the outset. These days, the internet is the go-to source of information for pretty much any purchase – homes included – so online property portals like Rightmove, Zoopla and Prime Location tend to be the first port of call for the majority of prospective home buyers.

But which is the right portal to advertise your property? Take a look at our handy comparative guide to familiarise yourself with the different options to help you decide what the best way for you to market your property may be.

What are the top online property portals for selling my home?

The UK's top property portals
Fig. 1 The UK's top property portals

When it comes to online property portals in the UK, it is widely recognized that the “big three” are Rightmove, Zoopla and PrimeLocation. It’s worth mentioning that Zoopla owns PrimeLocation, though there are some differences when it comes to their target markets and the features they offer buyers and sellers.

Which is the best online portal to sell a property: Rightmove, Zoopla or PrimeLocation?

To help you choose the right portal(s) to advertise your home, we’ve compared Rightmove, Zoopla and PrimeLocation by looking at everything from the amount of buyer interest they receive and the number of homes they list, to their target audiences and most useful features.

Rightmove vs. Zoopla vs. PrimeLocation: which property portal gets the most visits?

screenshot of difference in visits per month
Fig. 2 Graph showing difference in visits per month between property portals

Online property portals are an essential part of marketing your home to buyers. When it comes to market share, Rightmove is the uncontested leader, attracting over 127 million visits every month. With that level of interest, it’s undoubtedly the number one portal to advertise your property in the UK. In comparison, Zoopla receives about 50 million visits per month while PrimeLocation attracts around 5 million. (R)

It’s not all about the numbers, though. PrimeLocation, for example, explicitly focuses on targeting the ‘middle and upper tiers of the market’, so if that’s the demographic you’re targeting, it could prove to be the right place to advertise your home. Equally, if your looking to sell a home overseas, PrimeLocation also advertises commercial properties and homes abroad, with listings across more than 60 countries.

Does Rightmove list more properties than Zoopla or PrimeLocation?

In a word: yes. More than 90% of all UK estate agents are active Rightmove members and advertise their properties there – that’s well over 20,000 of them. It also lists more properties than its counterparts, with 1.1 million homes marketed, compared with Zoopla’s 927,000 and PrimeLocation’s 532,000.(R)

What helpful features do Rightmove, Zoopla and PrimeLocation offer to sellers?

Mobile apps

  • √Rightmove
  • √Zoopla
  • √PrimeLocation

All three portals are available as apps for both tablets and smartphones; Apple and Android. By allowing buyers to browse listings, and book viewings, on the go, these three apps undoubtedly maximise the chances of your home being seen by a greater number of buyers.

Premium listing option

  • √Rightmove
  • √Zoopla
  • √PrimeLocation
Screenshot of PrimeLocation’s premium listing featured property
Fig. 3 Screenshot of PrimeLocation’s premium listing featured property

If you want to give your property listing greater exposure, Rightmove, Zoopla and PrimeLocation all offer a Premium Listing feature. This means that when buyers browse homes for sale in your area, your listing will appear at the top of the page, branded to stand out as a Featured Property. This option is especially useful and helpful if you’re looking to attract more buyers to your property in a shorter period of time.

Home valuation tools

  • √Rightmove
  • √Zoopla
  • XPrimeLocation
Screenshot of PrimeLocation’s premium listing featured property
Fig. 4 Screenshot of Rightmove’s price comparison report tool

Rightmove’s price comparison tool allows you to enter your property’s postcode as well as details about your home, like number of bedrooms, and produces a list of similar nearby properties currently marketed on the site. This comparison is particularly useful as it provides you with an idea of what similar properties in your neighbourhood are valued at, with the most recently listed appearing first.

Screenshot of Zoopla’s home valuation tool
Fig. 5 Screenshot of Zoopla’s home valuation tool

Zoopla offers a free home valuation service, which you can obtain by either requesting an in-person agent valuation, or through an instant online valuation. The steps are straightforward and simple - you enter your address and provide additional details about your home, and Zoopla generates an estimate value based on these parameters, which you can view once you register or log-in. Such estimates are helpful when you are thinking about the first step in your home-selling journey: establishing a fair asking price.

If you want to do some more research, our own instant valuation tool pulls data from Zoopla and other trusted sources to create a picture of what a fair asking price for your home could be.

Sold prices

  • √Rightmove
  • √Zoopla
  • √PrimeLocation

The sold prices feature allows you to see the recent sold prices of similar homes to yours, in your local area, on Rightmove, Zoopla and PrimeLocation. This is another option which can provide valuable insight into the kind of asking price you may want to set for your home, as it shows what properties are actually selling for.

What helpful features do Rightmove, Zoopla and PrimeLocation offer to buyers?

When displaying property adverts, all three of the top property portals show similar information, including photos, a description of the home, floorplan(s), a local area map as well as information about the neighbourhood of the property. There are, however, other features they offer which can help buyers refine their search, and therefore encourage them to regularly visit the site when they’re house-hunting. Here are some of the most useful.

Map features

  • √Rightmove
  • √Zoopla
  • XPrimeLocation

When it comes to buying a home, location comes at the top of most buyers’ lists, which is why anything that helps them search their most desired area is hugely useful.

Rightmove’s Draw a Search feature allows buyers to draw their own boundaries on a map to choose specific streets where they’d like to buy. They can do this by dropping points on a map until they’re all joined up.

Similarly, Zoopla’s SmartMaps feature allows buyers can draw their own custom boundaries around the area where they’d like to move.

Both portals then list properties that sit within those zones.

Commuter-friendly features

  • √Rightmove
  • √Zoopla
  • XPrimeLocation

For anyone who commutes (or know they’ll regularly be doing the school run), both Rightmove and Zoopla offer some extremely useful tools to help find properties that won’t take an age to travel to and from.

Zoopla’s Travel Time Search allows buyers to specify a destination anywhere in the UK and the longest amount of time they’re willing to travel from it. Zoopla then offers up properties that fit the bill.

Screenshot of Zoopla’s Travel Time Search tool
Fig. 6 Screenshot of Zoopla’s Time Travel Search tool

Rightmove’s Tube Map feature is also helpful for commuters – but only if they work in London. Buyers can choose locations by tube or rail station. If you’re trying to sell a commuter-friendly home in the capital, this could really boost your home’s appeal.

Screenshot of Rightmove’s Tube Map feature
Fig. 7 Screenshot of Rightmove’s Tube Map feature
  • √Rightmove
  • XZoopla
  • XPrimeLocation

For parents (or those looking to start a family), Rightmove is the only portal to provide a School Checker feature – and it’s extremely handy. This allows buyers to view primary and secondary schools close to a property they are interested in, and find out about their catchment areas, Ofsted ratings, admission criteria and popularity.

Screenshot of Rightmove’s School Checker tool
Fig. 8 Screenshot of Rightmove’s School Checker tool

How to advertise on Rightmove, Zoopla and PrimeLocation

There’s no doubt about it – advertising your home on the top property portals will help get more interest from buyers, and quickly. But what are the steps to get your home listed?

Do all high street estate agents advertise properties on Rightmove, Zoopla and PrimeLocation?

Not necessarily. If you choose to sell your home through a high street estate agent, your best bet is to check which portals they’ll use to advertise your property, as not all will market your property on Rightmove, Zoopla and PrimeLocation. For example, if you decide to sell through an estate agent who’s a member of OnTheMarket.com, part of their membership is based around the rule that they can advertise with either Rightmove or Zoopla, but not with both.

Can I advertise my home on Rightmove, Zoopla and PrimeLocation if I’m selling privately?

In a word: no. Neither Rightmove, nor Zoopla, nor PrimeLocation will allow you to list your home on their sites as a private seller. Only professional members, either high street or online estate agents can list properties for sale on these portals. There are, of course, other ways to market your home privately, but these could take considerably more time and energy on your part.

Can online agents advertise homes on Zoopla, Rightmove and PrimeLocation?

As with high street estate agents, there’s no guarantee that an online agent will advertise your home across all three portals, so it’s best to ask where they advertise before you commit. OnTheMarket.com doesn’t allow online agents to advertise with them, so you won’t have to worry about the either/or situation with Rightmove and Zoopla as described above.

The great thing about choosing to sell with Settled is that you won’t have to choose between the top three portals, because we’ll list your home on Rightmove, Zoopla and PrimeLocation as part of our comprehensive sellers’ package.

Screenshots of Settled messaging and viewing request system
Fig. 9 Screenshots of Settled messaging and viewing request system

Thanks to our unique Settled hub, you’ll be able to arrange viewings at the touch of a button and maintain instant contact with interested (and pre-vetted) buyers. The hub also allows buyers to make offers and for you to respond instantly, making the whole process simpler and faster.

So which is better: Rightmove, Zoopla or PrimeLocation?

As you’ll have seen, each portal offers its own unique features to both buyers and sellers, and there’s a great degree of cross-over. So which one’s best?

In a nutshell, Rightmove has the greatest number of properties listed and attracts the most visits across the UK, so it is widely regarded as the UK’s number one property portal. However, Zoopla offers arguably more helpful tools to sellers and buyers alike, so if you’re looking for greater insight (especially into how much your home is worth), Zoopla is the stronger contender.

There’s no denying that PrimeLocation’s listings are tailored to a more niche audience, but if you’re selling a ‘high end’ home, or a property abroad, that might be just how you market your property.

Ultimately, why limit yourself? After all, the more eyes you can get on your home, the greater your chances are of attracting the right buyer, and doing so quickly. That’s why Settled advertises homes across Rightmove, Zoopla and PrimeLocation, ensuring that your home gets the attention it deserves, and allowing you stay in control throughout the entire journey, from valuing your home with our instant online valuation tool, getting the legals done, to accepting an offer, and all the way through to completion.

To find out more about how Settled can support you in selling your home, we’d love to hear from you. Give us a call on 020 3322 8417 or email support@settled.co.uk and we’ll fill you in on how we work.

Links and (R)esources

Rightmove, Zoopla and the rest: which is best? via The HomeOwners Alliance

Find out how much your home is worth

3 valuations provided by:

Land Registry
Property Data
Don't think twice - they're excellent. A slick product, very professional and friendly.
Martin, Seller from Oxford