Rightmove vs Selling Direct: What Every UK Seller Needs to Know
Rightmove Isn't an Estate Agent. That's the First Thing to Understand.
A lot of sellers think that listing "on Rightmove" means listing "with Rightmove." It doesn't. Rightmove is a property portal, an advertising platform. It doesn't sell houses. It doesn't value properties. It doesn't negotiate deals. It simply displays listings that agents and platforms upload to it.
This distinction matters because it changes the entire conversation about how to sell your home. You don't need to choose between Rightmove and selling direct. You can do both. The real question is who you use to get your listing onto Rightmove, and how much you pay them for it.
86%
Of UK Buyers Use Rightmove
Rightmove is the dominant property portal in the UK, with over 86% of active homebuyers using it as their primary search tool. If your property isn't on Rightmove, you're invisible to most of your potential market.
Rightmove doesn't accept listings directly from homeowners. You need to go through an intermediary. In 2026, there are three ways to do this:
1. Through a traditional estate agent The classic route. You instruct an agent, they upload your listing, and you pay 1% to 3% commission when it sells.
2. Through an online agent Services like Purplebricks charge a fixed upfront fee (typically £999) and list you on Rightmove. You pay regardless of whether you sell.
3. Through a private selling platform Platforms like My Savvi Home provide Rightmove access as part of their service. You manage everything yourself, pay no commission, and your property appears on Rightmove exactly as it would through an agent.
Pro Tip
## What Do Buyers Actually See on Rightmove?The listing on Rightmove looks identical regardless of whether it was uploaded by a £15,000-a-year high-street agent or a zero-commission platform. Buyers can't tell the difference, and frankly, they don't care. They're looking at the house, not the brand name underneath it.
This is important. When a buyer browses Rightmove, they see:
- Property photos - Price - Number of bedrooms and bathrooms - Location - A description - Floor plan (if provided) - An enquiry button
That's it. The buyer doesn't see your estate agent's office. They don't see the agent's logo prominently displayed. They don't care which agency uploaded it. They care about the kitchen, the garden, and whether it's near a good school.
The experience for the buyer is identical whether you listed via a premium agent or a self-service platform. The photos are the same size. The description appears in the same place. The enquiry button works the same way.
The Real Difference: What Happens After the Enquiry
Here's where the two approaches genuinely diverge:
What Happens When a Buyer Enquires
| Stage | Via Estate Agent | Selling Direct (My Savvi Home) |
|---|---|---|
| Buyer clicks enquire | Goes to the agent's inbox | Goes directly to your inbox |
| Response time | 24-48 hours (business days) | You reply when you see it (often within hours) |
| Who answers questions | A junior negotiator reading notes | You, the person who actually lives there |
| Booking a viewing | Agent checks their diary, calls you, calls buyer back | You agree a time directly with the buyer |
| Viewing feedback | 2-3 days later, filtered by agent | Immediate, honest, face-to-face |
| Receiving an offer | Agent calls you (eventually) | You get it instantly via the platform |
| Negotiation | Agent plays middleman (and wants a quick close) | You and the buyer work it out directly |
There's a common assumption that agents sell homes faster. The data doesn't strongly support this.
The average time for a UK property to sell (from listing to offer accepted) is around 5 to 8 weeks in active markets. This timeline is driven by buyer demand, pricing, and property condition, not by whether an agent is involved.
In fact, direct sellers often complete faster because:
- No middleman delays. Every message, every question, every offer goes straight between buyer and seller. No waiting for the agent to relay information. - Better buyer experience. Buyers who talk to homeowners directly report feeling more confident about the property and more inclined to make an offer. - Motivated sellers. People who choose to sell direct tend to be organised, responsive, and proactive. That energy moves the sale forward.
Expert Insight: The Speed Factor
Estate agents manage dozens of sales simultaneously. Your property is one of many on their list. When you sell direct, your sale is your only priority. Buyers notice the difference in responsiveness, and it builds trust.
This is the big claim agents make: "We'll get you a better price that more than covers our fee." Let's examine that.
The sale price of a property is determined by:
1. Market conditions (supply, demand, interest rates) 2. Location (postcode, school catchment, transport links) 3. Property condition (modern kitchen, new roof, damp issues) 4. Pricing strategy (competitive pricing generates more interest) 5. Quality of marketing (photos, description, floor plan)
Notice what's not on that list? The name of the estate agent. A buyer doesn't pay more for a house because Foxtons listed it instead of a private seller. They pay what the house is worth to them, based on the factors above.
An agent might be a skilled negotiator. But so might you. And even if an agent nudged the price up by 1%, their fee of 1.5% plus VAT would wipe out that gain entirely.
Cost: The Numbers Don't Lie
Total Selling Costs on a £400k Home
| Item | Agent + Rightmove | Direct + Rightmove (via My Savvi Home) |
|---|---|---|
| Agent commission (1.5% + VAT) | £7,200 | £0 |
| Platform/listing fee | Included | £30-£100/month |
| Photography | Sometimes extra | £150-£250 |
| Solicitor | £1,500 | £1,500 |
| EPC | £100 | £100 |
| Total | £8,800+ | £1,900-£2,000 |
| You save | — | £6,800+ |
£6,800
Saved on a £400k Home
Selling direct through a platform that includes Rightmove access saves you nearly £7,000 compared to using a traditional agent. Same portal. Same buyers. Very different bank balance.
This is the most common objection, and it's worth addressing honestly.
Some agents are good negotiators. But consider this: the agent's incentive is to close the deal quickly, not to hold out for the best possible price. A sale at £380,000 earns them almost the same commission as a sale at £400,000. Their fee difference is about £360. Your difference is £20,000.
When you negotiate directly, your incentive and the outcome are perfectly aligned. You want the highest price. You're the one who benefits from holding firm. An agent benefits from getting the deal done and moving on to the next one.
Pro Tip
## Who Should Use an Agent on Rightmove?If negotiation genuinely worries you, hire a solicitor who offers negotiation support. It's a fraction of the cost of an agent's commission, and their loyalty is to you, not to getting the deal closed quickly for their own pipeline.
To be fair, agents still make sense for some sellers:
- People who can't do viewings (working abroad, health issues, time constraints) - Complex properties (listed buildings, land with planning issues, probate) - Sellers who genuinely don't want to be involved and are happy to pay for that convenience
But for the majority of UK homeowners selling a straightforward property? The data, the cost, and the experience all point in the same direction: sell direct, stay on Rightmove, keep your money.
The Bottom Line
Rightmove is not the question. Every serious seller needs to be on Rightmove. The question is how you get there and what you pay for it.
Through a traditional agent, you pay thousands in commission for someone to upload your photos and field phone calls. Through a direct selling platform, you pay a small fee, manage the process yourself, and keep every penny of your sale price.
The listing looks the same. The buyers are the same. The legal process is the same. The only thing that changes is your bank balance at the end.
Rightmove is a tool. It works for everyone. The difference is whether you pay £7,000 to use it or £70.