Rightmove selects six ‘superhero’ agents to front new campaign
The portal's new marketing initiative is designed to overcome 'misconceptions' about the work of estate agents.
Rightmove has selected six ‘exceptional’ agents it says are ‘game changers’ in their local areas to front its new marketing campaign launched today.
The portal claims the agents chosen go “above and beyond”, highlighting the work that all estate agents do to “keep the nation moving”.
Superhero names
A panel of judges established by Rightmove picked out six agents who were then given superhero-like names such as ‘The Extra Miler’, ‘The Mind Reader’ and ‘The Solution Finder’.
Entries were put forward from home-movers and landlords about their positive experience in working with an agent since the start of last year.
Rightmove says its campaign will reach millions of people through its homepage, social media and weekly newsletter.
The ‘Game Changers’ are:
‘The Extra Miler’ – Michelle Shaw-Marla, (main image, third from left) Joy Walker Estate Agents in Cleethorpes: “Michelle went above and beyond, helping ensure questionnaires were answered correctly. As pensioners, she wanted us to feel safe in a long-term rental.”
‘The Mind Reader’ – Wendy Halliday, (main image, second from right) Rook Matthews Sayer in Ashington: “Wendy solved problems before I even knew they existed and made sure that the process was as seamless as possible.”
‘The Solution Finder’ – Christian Cloke, (main image, fourth from left) Christian Lewis Property in Evesham.
‘The Chain Saver’ – Kerry Ray, (main image, far left) CJ Hole in Kingswood.
‘The Rapid Replier’ – Helen South, (main image, second from left) Moore Homes in Bramhall.
‘The Door Opener’ – James Drewett, EXP in Orpington (main image, far right).
This campaign is to remind people of the skill that is demonstrated every day by property professionals.”
Christian Balshen, Rightmove’s Director of Agency Partnerships, says: “This campaign is to remind people of the skill that is demonstrated every day by property professionals and to make sure it doesn’t go unnoticed by people moving home.”
Earlier this year, a petition was launched by independent estate agent Shaun Adams calling for an investigation by the Competition and Markets Authority (CMA) into Rightmove’s charging policies. He called Rightmove’s ‘hero agents’ campaign a ‘slap in the face’.
On the surface, it’s a positive spotlight on some outstanding agents. But let’s be frank — it also serves as a calculated PR exercise designed to deflect from mounting scrutiny over Rightmove’s practices and their growing unpopularity among the independent sector.
So, where’s the fight at now?
It’s a two-pronged approach:
1. If the CMA acts decisively and ethically, it can hold Rightmove accountable — potentially resulting in formal regulatory action and compensation for the widespread financial harm caused to independent agents. Whether they do so depends on both political will and resources.
2. Separately, a legal case is progressing. It’s being structured carefully and, once filed, aims to directly challenge the legality of Rightmove’s conduct. If successful, it could have significant financial and reputational consequences, including serious implications for their share price.
The issue at the core is simple: Rightmove is abusing its dominant market position to impose disproportionate, discriminatory fees on independent estate agents — distorting competition and harming consumer choice in the process.
Rightmove currently captures 86% of UK property portal traffic, making it the de facto platform for visibility. That dominance means agents feel commercially compelled to list on Rightmove, regardless of whether the fees are sustainable. In essence, it’s a form of economic coercion.
The 2025 price increase — as high as 22% in some cases — is not only well above inflation, but also completely unjustified given the product has seen no meaningful innovation or added value for years.
Meanwhile, those who leave face punitive rejoining fees, effectively creating a barrier to market re-entry and further entrenching Rightmove’s grip.
Even more concerning is the suspected discriminatory pricing.
I’ve been reliably informed that some corporate chains pay as little as £125 per branch per month, while independents pay more than £2,000. Rightmove refuses to confirm or deny this, citing commercial confidentiality. If true, this creates an unlevel playing field and reinforces monopolistic market distortion.
The financial burden on smaller firms is devastating. Many are scaling back marketing, reducing staff, and ultimately offering a poorer experience to sellers — all because they’re overpaying to be visible.
Based on current figures, Rightmove’s average cost per house sold is around £450. A fair market rate would be closer to £45 — more aligned with the value proposition of alternative portals.
On a legal basis, Rightmove’s behaviour appears to breach several key areas of UK competition law:
• The Competition Act 1998 (Chapter II) — for abusing a dominant market position
• The Enterprise Act 2002 — for harming fair competition and limiting consumer choice
• The Digital Markets, Competition and Consumers Bill — aimed at curbing the power of digital platforms that impose excessive fees or unfair terms
In response, independent agents have now launched the Portal Fee Scandal campaign to shine a light on these practices and demand change — more on that at http://www.portalfeescandal.co.uk.
It’s clear that urgent regulatory and legal intervention is needed. The current system isn’t just unfair — it’s economically damaging, anti-competitive, and unsustainable for the majority of agents in the UK.