Sell My home

What Sell My home does

SellMyHome is an online and hybrid estate agency operating in England and Wales under the legal entity Online Estate Agents Ltd (Companies House 09465386), founded in 2013 and headquartered in Leicester with a London office. It serves residential home sellers and buyers through three tiered packages — Essential (£495+VAT flat self-service listing on Rightmove and Zoopla), Hybrid (0.5%+VAT, No Sale No Fee, with agent support and the vendor conducting viewings), and Premium (1%+VAT, No Sale No Fee, full-service including accompanied viewings and sales progression) — plus a free auction service via IAMSOLD that targets 56-day completion. Property listings are distributed across Rightmove, Zoopla, OnTheMarket and PrimeLocation, and the company additionally operates a Rent My Home brand.

The underlying technology is a custom web platform comprising MyHomeHub for agent-side property management and a vendor-facing dashboard that provides real-time activity tracking, supplemented by partnerships with Gazeal (secure reservation agreements to reduce gazumping) and IAMSOLD (modern auction). Distribution is hybrid: a direct-to-consumer online self-serve flow plus a franchise/licensed-agent network under which partner agents retain 100% of commission in exchange for a £250 setup fee and £250+VAT monthly license.

The business model is transaction-fee-led for consumers (one-time or success-based) and licensing/royalty-led for the B2B franchise channel. Group leadership is Shezad Tayub (CEO/Managing Director) with Jon Lovelle as National Operations Director; Katie George serves as Data Protection Manager. The company is privately held, has not disclosed funding rounds or revenue, and reports cumulative metrics of 1,000+ properties sold and a 95% client satisfaction rate with a 4.8/5 Google rating.

Name

Sell My home

Legal name

Online Estate Agents Ltd

Website

https://sellmyhome.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

SellMyHome is a UK online estate agency (founded 2013, England and Wales) selling residential property via tiered packages (£495 flat, 0.5% hybrid, 1% premium) plus auction, supported by a franchise agent network and listings on Rightmove, Zoopla and OnTheMarket.

Ownership category

akta.pro rank

Product category

Online Estate Agency

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Seller Representation & Listing Services (BPAJAAAK)

akta.pro secondary industry

Residential Real Estate Auctions (BPAJAEAA)

Keywords

• Online estate agency
• Hybrid estate agents
• Property listing services
• Residential property sales
• Estate agency franchise

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Estate Agency Commission - Premium: 1% commission on successful property sale with No Sale No Fee guarantee. Full estate agency service including dedicated agent, unlimited accompanied viewings, sales progression, and HD video.
2. Estate Agency Commission - Hybrid: 0.5% commission on successful property sale with No Sale No Fee. Agent support for guidance and offer negotiation while customer manages their own viewings.
3. Estate Agency - Essential: Flat fee of £495 + VAT upfront for self-service property listing on Rightmove and Zoopla. Customer manages entire process from start to finish.
4. Auction Service: Free auction service for sellers with completion within 56 days. Partnered with IAMSOLD for modern auction process. Setup fees may apply (£50 + VAT National, £80 + VAT London).
5. Franchise/Partner Agent Licensing: Licensing fees from franchise and partner agents who operate under the SellMyHome brand. Includes setup fee (£250), monthly license fee (£250 + VAT), and listing fees.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

SellMyHome is a UK online and hybrid estate agency that sells residential properties on behalf of homeowners through tiered service packages. Its core offerings include a £495+VAT self-service Essential listing package, a 0.5%+VAT Hybrid package with agent support, and a 1%+VAT Premium full-service package, all backed by listings on Rightmove, Zoopla, OnTheMarket and PrimeLocation. The company also operates an Auction service via IAMSOLD for 56-day completions and a franchise program that licenses local agents to operate under the SellMyHome brand.

Product overview

SellMyHome is an online and local estate agency offering a tiered portfolio of three core selling packages (Essential, Hybrid, and Premium) plus an Auction service. The Essential package provides self-service listing tools for £495 upfront, while Hybrid and Premium offer increasing levels of agent support at 0.5% and 1% commission respectively, both with No Sale No Fee guarantees. The Auction service enables rapid property sales within 56 days at no cost to vendors through their IAMSOLD partnership. Additionally, the company operates a franchise programme (Become an Agent) allowing agents to run their own businesses under the brand with 100% commission retention. The platform integrates with major UK property portals (Rightmove, Zoopla, OnTheMarket, PrimeLocation) for property listings and offers additional services including conveyancing referrals, mortgage advice, and EPC arrangements.

Differentiator

Problem solved

Functional benefit

Products and services

• Essential Package Self-service property listing package priced at £495 + VAT upfront. Customers manage the entire sale process themselves, with listing exposure on Rightmove and Zoopla. Designed for home sellers who want maximum control and the lowest cost.
• Hybrid Package Agent-supported sales service priced at 0.5% + VAT commission with a No Sale No Fee guarantee. Includes Rightmove, Zoopla and OnTheMarket listings, professional photography and floorplan, expert valuation, offer negotiation and sales progression support. Customers manage their own viewings.
• Premium Package Full estate agency service priced at 1% + VAT commission with a No Sale No Fee guarantee. Includes everything in the Hybrid tier plus a dedicated agent, unlimited accompanied viewings, HD showcase video, social media advertising and complete sales progression to completion.
• Auction Service Fast-track property sale option delivered in partnership with IAMSOLD using the modern auction method, achieving sale and completion within 56 days. Free for sellers with a £50+VAT (National) or £80+VAT (London) setup fee. Buyers pay a reservation fee, reducing fall-through risk.
• Property Search Online property search platform that lets buyers browse and filter SellMyHome listings by location, price range and number of bedrooms. Designed for UK residential property buyers.
• Become an Agent (Franchise) Franchise opportunity that lets independent estate agents run their own business under the SellMyHome brand, retaining 100% of their commission. Includes access to Rightmove and Zoopla listings, the MyHomeHub platform, coaching, and a £250 setup fee plus £250+VAT monthly license fee plus listing fees.
• The Classic Package (RentMyHome Professional Let) Sales/lettings service offered through the newr.sellmyhome.co.uk Professional Let product at 0.5% + VAT commission with No Sale No Fee, including professional photography, floor plans, video, and experienced negotiators managing enquiries, viewings and offer negotiation.
• The Traditional Package (Property Management) Full-service estate agency offering under the newr.sellmyhome.co.uk property management product, handling the entire sales process from valuation, marketing, enquiry management and viewings through offer negotiation and sales progression to completion.

Quantifiable outcome

• 1000+ properties sold successfully
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core, minor and supporting.

• IAMSOLDcoreStrategic or Co-development PartnerAuction partnership enabling sellers to sell properties through modern auction method with zero costs to vendors. Aims to complete sale within 56 days. Reduces fall-through rates with committed buyers who pay reservation fee.
• GazealminorStrategic or Co-development PartnerSecure reservation agreement partner that helps ensure smoother, faster property transactions. Creates bond agreement between buyer and seller to reduce risk of gazumping or withdrawals, increasing commitment from both parties.
• Mortgage Brokers and Financial AdvisorssupportingOthersTrusted network of mortgage brokers and financial advisors referred to customers for property purchase support.
• Solicitors and ConveyancerssupportingOthersRecommended property professionals for handling legal aspects of property transactions, including conveyancing and contract preparation.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Foxtons: Established London-focused high-street estate agency that has launched digital/hybrid propositions; competes with SellMyHome on full-service residential sales in London and the South East.
• Spicerhaart: Large UK estate agency group including online and hybrid brands; comparable footprint and service breadth to a scaled-up SellMyHome.
• Connells Group / Countrywide: One of the largest UK estate agency networks with both high-street and online brands; competes with SellMyHome at scale, particularly on the Premium full-service tier.
• Rightmove (Property Portal): UK's largest property portal and core distribution channel for SellMyHome listings; structurally important to demand generation and portal-fee economics.
• Zoopla (Property Portal): Major UK property portal where SellMyHome listings are distributed; also a competitor through parent-controlled agency brands and an influencer of portal listing economics.

Direct peers

• Yopa: UK hybrid online estate agency offering tiered fixed-fee and No Sale No Fee packages with local agent support, the closest direct competitor to SellMyHome's Hybrid and Premium offerings.
• Purplebricks: Previously the UK's largest online estate agency and the category-defining hybrid model; even in retrenchment, it set the competitive benchmark SellMyHome is measured against on price and service.
• Strike: UK online/hybrid estate agency competing on flat-fee listings plus optional add-on services; directly comparable fee model and target seller segment.
• Doorsteps.co.uk: UK online estate agency offering low fixed-fee listings to homeowners; overlaps directly with SellMyHome's Essential self-service tier.

Others

• IAMSOLD: UK modern-method auction partner integrated into SellMyHome's auction offering; relevant as an adjacent/partner player shaping the auction channel economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Sellmyhome_uk
• Facebookfacebook.com/RentMyHomeUK/?show_switched_toast=0&show_invite_to_follow=0&show_switched_tooltip=0&show_podcast_settings=0&show_follower_visibility_disclosure=0
• LinkedInlinkedin.com/company/sellmyhome-co-uk
• Instagraminstagram.com/rentmyhomeofficial

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sell My home