Reeds Rains
Reeds Rains is a UK estate and letting agent operating a national franchise network across England, Wales, and Northern Ireland, offering residential sales commissions, lettings and property management, and mortgage referrals through its partner Embrace Financial Services.
- Company typePrivate
- Founded1868
- HeadquartersYork, United Kingdom
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Reeds Rains does
Reeds Rains is a UK estate and letting agent operating a national franchise network across England, Wales, and Northern Ireland. The company offers residential property sales on a 'no sale, no fee' commission basis, lettings and property management services for landlords and tenants, and mortgage advisory via its appointed representative partner Embrace Financial Services, which has access to over 70 mortgage lenders. Ancillary products include conveyancing, property auctions, and a suite of insurance products (home, landlord, rent protection, and mortgage protection) distributed through partner relationships. All branches are owned and operated under licence by independent franchisees, with the parent brand providing shared services, branding, and lead-generation infrastructure under the ownership of LSL Property Services plc.
The underlying technology consists of a property listing and search portal accessible via web and mobile, supplemented by the MyReedsRains customer account tool that provides 24/7 access to property search updates, viewing schedules, offers, and tenancy information. The martech stack includes Google Analytics, Hotjar for usability analytics, Facebook Pixel for retargeting (deployed by partner Realforce), Convertize for A/B testing, Cloudflare for security, Google reCAPTCHA, and Stripe for payment fraud detection on the mortgage rate table. WhatsApp is integrated for mortgage appointment booking. The platform is functionally a lead-generation and customer-engagement layer over a traditional high-street estate agency model rather than a technology-led marketplace.
Reeds Rains makes money through three primary streams: (i) transaction-based sales commissions on completed residential property sales, (ii) recurring fees from lettings and property management services, and (iii) referral income from mortgage and protection advice routed to Embrace Financial Services, where a standard fee of £599 applies per mortgage application. Pricing on core sales commissions is not publicly disclosed, and the franchise model means franchisees retain a share of transactional revenue while paying licence fees back to the brand. Customer segments are entirely retail (home buyers, sellers, landlords, tenants), with no enterprise or B2B concentration, and the company is positioned as a full-service, full-lifecycle property platform supported by over 150 years of brand history and 450,000 registered buyers.
Reeds Rains firmographics
Firmographics- Name
- Reeds Rains
- Legal name
- Reeds Rains Limited
- Website
- https://www.reedsrains.co.uk
- Company type
- Private
- Founded year
- 1868
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Reeds Rains is a UK estate and letting agent operating a national franchise network across England, Wales, and Northern Ireland, offering residential sales commissions, lettings and property management, and mortgage referrals through its partner Embrace Financial Services.
- Ownership category
- akta.pro rank
Where Reeds Rains is headquartered
LocationHeadquarters
- HQ city
- York
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Reeds Rains business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Property Sales Commission: Commission-based revenue from residential property sales with no sale no fee model - commission charged only when property is sold
- Lettings Services: Property letting and management services for landlords including tenant finding, property management, and related services
- Mortgage Referrals: Referral fees from mortgage advisory services through partner Embrace Financial Services, with standard fee of £599 for mortgage advice
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | No Sale No Fee residential sales |
| Other | Pay-as-you-go | Mortgage Advisory Services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Reeds Rains product offering
Product offeringCore offering
Reeds Rains is a UK-based estate and letting agency operating on a franchise model, providing residential property sales and lettings services, property management for landlords, and tenant finding services. The company additionally offers mortgage referrals through partner Embrace Financial Services, conveyancing, property insurance, and auction services, supported by the MyReedsRains online customer portal.
Product overview
Reeds Rains is a UK estate and letting agent offering a comprehensive property services platform. The core offering consists of estate agency services for buying and selling properties, combined with lettings services for landlords and tenants. Additional services include mortgage advice (via Embrace Financial Services partner), conveyancing, insurance products, and an online account tool called MyReedsRains. The company operates on a franchise model with branches across the UK, including Northern Ireland.
Differentiator
Problem solved
Functional benefit
Brands
- MyReedsRains: Online customer portal and mobile app providing 24/7 access to property search updates, viewing schedules, offers, and notifications.
Products and services
- Estate Agency Services
- Lettings Services
Quantifiable outcome
- 4.7/5 customer rating from 23,000+ reviews
- +1 more outcomes
Companies that use Reeds Rains
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Reeds Rains technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature1 record
Reeds Rains partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Rogers StewartcoreReeds Rains franchise partner who acquired Neil Kaye Estate Agents on Newland Avenue in Hull, launching a new Reeds Rains branch. Includes fully managed lettings portfolio and established client base.
- PRIMIS Mortgage NetworkminorPRIMIS Mortgage Network, trading as First Complete Ltd, is authorised and regulated by FCA. Embrace Financial Services is an Appointed Representative of PRIMIS.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Reeds Rains competitors and assessment
Company assessmentEmerging players
- Purplebricks: Purplebricks is the UK's most prominent hybrid/online estate agent, offering a fixed-fee model in place of percentage commissions. It is the most disruptive peer to Reeds Rains' full-service commission model, and represents the primary competitive pressure on fee economics in the UK market.
- Yopa: Yopa is a UK hybrid estate agent offering a fixed-fee local-agent model with central support. It is comparable to Reeds Rains in targeting mainstream residential sellers but competes on a lower fixed-fee structure and is part of the broader online-disruption narrative.
Broad incumbents
- Savills: Savills is a global real estate services firm with a significant UK residential sales and lettings operation. While focused on the premium end of the market, it is a broad incumbent peer in the wider UK estate agency competitive set and competes for high-value property instructions.
- Connells Group: Connells is the UK's largest estate agency and lettings group, operating numerous high-street brands. It acquired Countrywide in 2021, making it the dominant national competitor to Reeds Rains' franchise model and the largest direct benchmark for branch-level performance and commission economics.
Direct peers
- Belvoir Group: Belvoir is a UK lettings and estate agency franchise network with a heavy weighting toward lettings management. It is a direct peer in the franchise model structure and in offering landlord-focused lettings services with recurring management fees.
- Hunters Property Group: Hunters operates a national UK estate agency franchise network under the same capital-light model as Reeds Rains. It is the closest comparable in terms of franchise structure, branch-level economics, and target customer (mid-market residential buyers and sellers).
- Martin & Co: Martin & Co is one of the UK's largest specialist lettings and estate agency franchise networks. It is a direct peer in the franchise model and in focusing on the landlord / tenant customer segment, providing a like-for-like comparison on managed-portfolio economics.
- Countrywide (Connells-owned): Countrywide is a long-established national UK estate agency brand, now owned by Connells Group. It competes head-to-head with Reeds Rains in residential sales and lettings across many of the same UK regions, particularly the Midlands and South.
- Spicerhaart: Spicerhaart is one of the UK's largest independent estate agency groups, operating multiple brands across sales, lettings, and mortgage services. It is a direct peer in terms of branch network scale, revenue mix (sales + lettings + financial services), and national UK coverage.
- Foxtons: Foxtons is a major London-centric estate and lettings agency with a strong brand in the capital. While geographically concentrated, it is a direct peer in offering an integrated sales + lettings + mortgage service to residential customers and competing for the same landlord and seller wallet share.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Reeds Rains social profiles
Digital presenceReeds Rains compliance and trust
Trust signalCompliance4 records
Reeds Rains financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reeds Rains leadership team
Management profileNumber of profiles
Reeds Rains funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reeds Rains M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reeds Rains
What does Reeds Rains do?
Reeds Rains is a UK-based estate and letting agency operating on a franchise model, providing residential property sales and lettings services, property management for landlords, and tenant finding services. The company additionally offers mortgage referrals through partner Embrace Financial Services, conveyancing, property insurance, and auction services, supported by the MyReedsRains online customer portal.
Is Reeds Rains a public or private company?
Reeds Rains is a private company. It is classified as corporate owned and is currently operating.
When was Reeds Rains founded?
Reeds Rains was founded in 1868. It employs 501 to 1,000 people.
Where is Reeds Rains based?
Reeds Rains is headquartered in York, United Kingdom, in the Europe region.
How does Reeds Rains make money?
Three revenue lines are on record. Property Sales Commission is the primary driver. The others are lettings Services and mortgage Referrals.
Who are Reeds Rains's main competitors?
Emerging players on record are Purplebricks and Yopa. Broad incumbents are Savills and Connells Group. Direct peers are Belvoir Group, Hunters Property Group, Martin & Co, Countrywide (Connells-owned), Spicerhaart and Foxtons.
Does Reeds Rains have an API?
No public API is recorded for Reeds Rains.