Portal juggling occurs when agents deliberately de-list properties and then re-list them to bump them to the top of search results and is a practice that was banned earlier this year in the UK.
Estate Agent Today reports Rightmove has recently updated its technology to allow listings to be relaunched on to the site and sent out in property alerts only if they have been off the site for 14 weeks or longer.
This announcement prompted a response from rival portal Zoopla who said this type of technology was already standard on its portal.
"We have always had extensive automated rules in place for both sales and rental listings that require them to be off the market for an extended period of time before they can be re-listed as new. This is precisely to prevent this type of practice by a limited number of agents.”
“Where any agent deliberately attempts to circumvent these processes and manipulate their listings to mislead consumers, we have a dedicated compliance team whose job it is to identify these rogue agents and remove them permanently from our platform. We take this issue very seriously and Zoopla has led the way in providing accurate and transparent data to consumers to help them make smarter property decisions" says a spokesman.
OnTheMarket echoed Zoopla, commenting that they too had already put in place measures to ensure portal juggling was deemed difficult for fraudsters.
"We installed a robust set of procedures prior to our launch to ensure we could quickly identify any attempt to re-list properties as new” says a statement from OTM chief executive Ian Springett.