Online agency startup has big dreams for its future

Imovehome has completed some 140 sales and says its on its way to being one of the first fully profitable operations in the digital sector of the real estate industry

Stafford-based Imovehome says its model and modest marketing approach means the average price per listing is £84, a small fraction of that for many other firms.

Imovehome is run by Amy Dixon, a former High Street agent for 20 years who started the online agency - although she prefers to call it a digital agency - early this year. So far investment has been around £1.2 million and the firm is nearing completion of an additional funding round.

It charges sellers an upfront basic £249 which pays for the company checking and verifying property details and then listing the home on what it calls “the big three property sites; Rightmove, Zoopla and Prime Location.” 

Other charges include an EPC for £75, floor plan £55, copywriter for property details at £45, professional photographs at £95, a virtual tour at £125, a For Sale board at £45 and an agent to handle viewings charged at £35 per hour.

For the basic cost, all calls and inquiries are handled by the agency and it arranges viewings. Its website says:

“we help you negotiate any offers and see you through to completion.”

A key characteristic is that it offers a valuation tool for customers to set the asking price on their own property - and Dixon insists most sellers are sensible and don’t attempt to over-value their homes.

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