Zoopla Gaffe Suggests Best Ways to Cut Estate Agency Fees

Zoopla is facing industry backlash today after posting a Guide to Selling that suggests vendors should negotiate lower fees with agents.

The social media gaffe was immediately picked up on by industry figures, with CEOs and Managing Directors from multiple agencies calling out Zoopla for its "anti-agent" marketing material.

Tips included:

• If your estate agent is trying to build its customer base in your area, they may be more willing to negotiate
• You may find that smaller, independent agents are more open to negotiate fees than large nationwide agency chains
• If you're selling a higher-value property, an agent may be prepared to accept a lower fee (because their return will be higher)

One commentator said: "Terrible advice from Zoopla – all the wrong angles – how about advising the seller to ask ‘how will you achieve me the best price’ to start with…"

Another commented: "Very surprised and disappointed to read this advice from Zoopla to the public via their Guide to Selling. The strategy from Zoopla to provide a service to their paying customers (estate agents!) is clearly misaligned: Let’s charge them for their stock, then screw them on their fees."

It's not the first PR gaffe by a portal—in 2021, OLX-owned Brazil portal ZAP started contacting homeowners telling them how much they could save by cutting agents out of the equation.

The company went on record to say the campaign "does not reflect our business strategy."