Boomin portal to launch on 2nd April

After months of speculation the Bruce brothers' new portal and its huge £50m media blitz will go live in just over three weeks.

After months of will-they-won’t-they speculation, Boomin says it will launch on Friday, 2nd April with 5,000 branches signed up including 55 of the top 100 agents in the UK.

This, it claims, gives the Bruce brothers’ platform more agents using the platform at launch than either Zoopla or OnTheMarket managed when they first went live.

Based on Rightmove’s recently-reported of just over 19,000 estate agency branches in the UK, this gives Boomin approximately 26% coverage of the overall market.

Co-founder Michael Bruce says: “We are not just trying to build a credible alternative to Rightmove, we are determined to change the centre of gravity, where more of the power is held by the agents and the rewards more equally shared.

“The portal of the future will go way beyond a classified advertising model and Boomin will spearhead that change.”

Latest agents to sign up as ‘founder agents’ include Greenslade Taylor Hunt, Portico, McCartney, Hackney & Leigh and Edward Mellor.

simon havensSimon Havens, Head of Residential Sales at Greenslade Taylor Hunt (pictured), says: “The Boomin proposition is exciting and looks very much like the portal of the future, opening up a wealth of new client/agent opportunities.”

Agents have until 31st March to sign up to Boomin, after which the better deal offered to founder agents will be withdrawn.

Bruce has also confirmed that his portal’s £50m media blitz is due to start on April 2nd.

“The pips are already being squeezed by Rightmove and, if left unchecked and based on past experience the vast majority of agents will be paying 60% more by 2024,” says Bruce.

Bruce: this is what Boomin will be.


  1. Nobody’s fool, Boomin swerve the 1st of April, and as they say they are not looking to win the big three portal race, they are in a different event altogether, looking to enrich agents and increase the UX of the property consumer. This is where the new battle lies, provide a great experience for a property consumer, provide tangible RIO for the agent client, and stop increasing your annual charges to your capitive agent clients, when you do not offer anything new. I advise on proptech and portals and platforms globally, it might make sense if RM, ZPG and OtM, take a non UK look at what is really going on. And what proptech should be featuring in any property portal strategy, they might be very surprised. Proptech-PR we advised 50 proptechs last year, but more importantly 20 real estate businesses, and numerous investors, all wanting to know about the next best thing.

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