In the shifting landscape of the UK housing market where affordability concerns, rising interest rates, and changing buyer habits are reshaping the way homes are sold, a quiet revolution in estate agency has been under way. Across the country, from bustling cities to coastal hubs like Brighton & Hove, a growing number of sellers are turning to so-called “unconventional” estate agents. These hybrid, tech-driven firms are winning over homeowners who want a mix of local expertise, transparent pricing, and the convenience of online tools.
The Rise of the Unconventional
The traditional high-street model – with plush offices, company cars, and commission-based fees – was once unquestioned. But in the early 2010s, buoyed by the rising dominance of online property portals Rightmove and Zoopla, we saw the arrival of the online estate agents. The likes of Emoov, PurpleBricks, Hatched and House Network ditched the bricks and mortar offices of old for a field based team, online technology, and slick marketing to bring a seemingly more affordable and transparent option to vendors and buyers alike.
The early disruptors and their successors
Many of those early pioneers, however, have since vanished from the market. Emoov, House Network, and Hatched all shuttered after struggling to sustain momentum and profitability in a fiercely competitive sector. But their legacy paved the way for a new wave of operators who have refined the model, blending digital convenience with stronger local support. Today, these early adopters have been followed by the likes of eXp (run by Hatched founder, Adam Day) and Yopa, while one of the biggest original disruptors – Purplebricks – is staging a comeback.
In May 2025, agents like eXp, Yopa and Purplebricks collectively accounted for a staggering 4,520 sales, representing over 36% of all properties sold by some of the UK’s top 10 estate agents and beating out industry stalwarts Savills and Reed Rains. Indeed, in Q2 of 2025, eXp has become the largest brand in the country for new instructions according to property market data experts TwentyEA.
This newer breed of online agencies is certainly rewriting the estate agent playbook. They utilise lean operations, digital platforms, and local experts rather than sprawling branch networks. The driving idea: lower costs with savings passed on to customers, faster listings, and a better experience for homeowners and buyers alike.
eXp: The Global Network with a Local Touch
Originating in the US in 2009, eXp Realty has rapidly expanded in the UK as simply eXp, with a cloud-based model that empowers self-employed local agents under the experienced reins of Adam Day. This keeps overheads low while ensuring sellers still get one-to-one service from someone who knows their area. Backed by a global network, eXp offers flexibility, personal attention, and the marketing reach of a much larger brand – all without the traditional high-street price tag.
Purplebricks: Reinvented and Ready
One of the earliest disruptors, Purplebricks surged to around 4% of the UK market within a year of its 2012 launch thanks to tech-led, fixed-fee model designed to compete with commission-heavy high-street agents and bold marketing taglines like “commisery” and memorable product placements. After a significant downturn in 2017, a 2023 merger with rival Strike has revitalised the brand, which now offers free listings with optional paid extras like premium marketing, mortgage, and conveyancing services.
Yopa: The Customer-Friendly Alternative
Founded in 2015, Yopa blends online efficiency with genuine local know-how, pairing each seller with a dedicated agent who knows their patch inside out. This hybrid approach – more personal than a purely online model, yet more affordable than the high street – regularly saves clients around £2,700 in fees. Yopa’s reputation backs it up too, with an “Excellent” Trustpilot rating of 4.3 from over 23,000 reviews, praised for professionalism, friendliness, and a no-pressure approach. Sellers can choose from flexible pricing models, including upfront flat fees, pay-later terms, or a no-sale-no-fee guarantee. All packages cover professional photography, floorplans, major portal listings, a ‘For Sale’ board, and access to the YopaHub for easy management. It’s a modern, transparent way to sell – ideal for anyone put off by hefty commissions but still wanting the personal touch offered by Yopa’s local agents.
Hybrid estate agents are becoming an increasingly popular option for sellers who want greater transparency throughout the process, local expertise on the ground, and lower fees than those typically charged by traditional high-street agencies. By combining online efficiency with personal support, they offer a middle ground that appeals to a growing number of homeowners.
