OnTheMarket has struck a major partnership with Connells Group that will see almost 100,000 properties added to the platform as it seeks to challenge Rightmove and Zoopla for market dominance.
Under the agreement, Connells Group’s 1,263 branches across 86 estate agency brands – including Barnard Marcus, Hamptons, John D. Wood & Co., Bairstow Eves, Bridgfords and William H Brown – will list their properties on OnTheMarket.
Portal shake-up continues
Jason Tebb, president at OnTheMarket, said: “Our partnership with Connells Group marks a major milestone for OnTheMarket. Joining forces with the UK’s largest estate agency group is a significant achievement and a clear endorsement of the direction we’re heading.”
He added: “It reflects the investment, focus and energy put into the business since CoStar Group acquisition, as well as the dedication and hard work of our team. We’re absolutely committed to becoming the number one portal, and this partnership is a decisive step towards that goal.”
The deal comes just two months after Connells signed a new five-year contract with Zoopla covering its estate agency businesses. Connells reported a 12 percent increase in vendor lead growth from Zoopla in 2025, which the portal says generated up to £18 million in potential sales commission.
This follows Residential Landlord’s February report on Rightmove revenue growth, which showed letting agents increasing their portal spending despite cost pressures elsewhere. The OnTheMarket deal suggests agents are now hedging their bets across multiple platforms rather than relying on a single dominant portal.
Connells backs dual listing
Richard Twigg, chief finance and commercial officer at Connells Group, said: “OnTheMarket has made considerable headway over the past two years, and we’re impressed by the exposure it has developed across the UK housing market.”
He added: “This partnership is fundamentally about elevating the service we offer our customers – increasing visibility of their properties, maximising choice and ultimately, helping them achieve the best possible outcome for their sale.”
For landlords using Connells-owned letting agents, properties will now appear on OnTheMarket alongside Zoopla and Rightmove – increasing tenant reach at no additional cost. Increased competition between portals typically benefits landlords through better tools and lower listing costs passed on by agents.
Opinion
The portal wars benefit landlords indirectly – more competition means agents have more options and potentially lower listing costs to pass on. OnTheMarket’s aggressive expansion under CoStar ownership is finally forcing the established players to compete harder for market share. Whether this translates into better value for landlords depends on how agents choose to allocate their marketing budgets.
