The “online vs high street” debate has been rumbling on for over a decade now – and if you’ve worked in estate agency for more than five minutes, you’ve probably had an opinion or two about it yourself.
But in 2025, where do things really stand? Are traditional agents losing ground? Is the hybrid model taking over? Or is there more nuance to the story?
We’ve pulled together the latest market data, performance benchmarks, consumer behaviour trends and digital lead tracking figures to see what’s actually happening – not just what the proptech press headlines say.
Let’s separate the facts from the forecasts.
Table of Contents for Are Traditional Agents Losing Ground?
1. Market Share Snapshot: Still a High Street World (Mostly)
As of Q2 2025:
- High street / traditional agents: 76% of transactions
- Online-only agents (Purplebricks et al): 13%
- Hybrid agents (e.g. Strike, Yopa): 8%
- DIY / private sellers: 3%
That’s a small decline from 2023 (traditional agents held 79%) – but nothing like the disruption once predicted.
Takeaway: Online agents are nibbling at the edges – but they’re not replacing traditional ones.
2. Online Agents Dominate at Lower Price Points
According to Zoopla and TwentyEA:
- 65% of online instructions are for properties under £250,000
- Just 9% of homes listed over £500,000 use online agents
This suggests online agents are strongest where price sensitivity is highest – not where service demands peak.
Traditional agents win where:
- Pricing strategy matters
- Negotiation is crucial
- Chain management is complex
3. Vendor Satisfaction: Service Still Wins
In the latest Homeowners’ Choice Survey (2025):
- 84% of sellers who used a traditional agent would do so again
- Just 49% of online-only sellers said the same
Why the gap?
- Poor communication
- Lack of accountability
- Frustration with “DIY” aspects of online selling
Real human contact still makes a difference – especially in higher-value or chain-heavy sales.
4. Digital Visibility: Online Agents Win the Search Race
On Google:
- Paid ad impression share favours online agents 2:1 nationally
- Organic search visibility in metro areas is dominated by hybrids and portals
But local SEO still benefits high street agents with:
- Strong Google Business Profiles
- Location-specific landing pages
- Review generation and response strategies
Learn more: Local SEO for Estate Agents: How to Rank First in Your Postcode
5. Conversion Rates: High Street Still Wins on Leads
Average lead-to-instruction rate:
- High street: 1 in 5
- Online/hybrid: 1 in 13
Why?
- More in-person valuations
- Stronger local brand presence
- Better post-lead nurturing
Traditional agents convert fewer leads – but they convert better-quality ones.
Boost your funnel: Estate Agent Marketing Funnels Explained (With Examples That Work)
6. Fee Structure Still Drives Online Choice – But Is It Enough?
💷 According to the 2025 Property Consumer Trends Report:
- 52% of online vendors chose their agent “based on the lowest upfront fee”
- 69% of traditional vendors “wanted the best possible sale price”
Online agents still lead on affordability – but struggle to position themselves as value providers, not just cheap options.
If you’re a high street agent, your job is to show why your 1% delivers more than a £999 flat fee.
7. Where Online Models Struggle Most
Online and hybrid models continue to underperform in:
- Complex chains
- Rural/low-density areas
- High-value prime markets
This is where local knowledge, negotiation, and face-to-face communication still matter most.
8. Tech-Enabled High Street Agents Are Winning
The real winners? High street agents who act like online businesses (minus the call centres).
Top performers in 2025 tend to:
- Offer online booking tools and live chat
- Send WhatsApp valuation reminders and email follow-ups
- Use digital advertising funnels for local lead generation
- Build strong review profiles and hyper-local SEO
See: Digital Marketing Metrics Every Estate Agent Should Track (But Most Don’t)
9. Younger Vendors Are Open to Both Models – But Want Trust
Among sellers under 35:
- 59% say they’d “consider an online agent”
- But 67% say they “want a named contact throughout the process”
Translation: Tech matters, but so does accountability. High street agents who combine digital convenience with human service are winning younger clients – especially first-time sellers.
10. PropTech Doesn’t Guarantee PropSuccess
Even online agents with slick tech often struggle with churn, inconsistent service, and brand fatigue.
Meanwhile, traditional agents who:
- Invest in their digital presence
- Educate their market (blogs, email, social)
- Retain and train top staff
…are delivering exceptional results – and expanding market share in some areas.
Looking to stay competitive? Try: The 2025 Estate Agent’s Digital Marketing Playbook
Final Thoughts on Are Traditional Agents Losing Ground?: Traditional Isn’t Dead – But It Does Need to Evolve
Are traditional agents losing ground? Not really. But the playing field is shifting.
Vendors want service, strategy and sales success – not just software. Online agents appeal on price – but not always on outcome. The most successful agents in 2025 combine:
- Local knowledge
- Strong digital presence
- Fast response times
- Data-driven marketing
If that sounds like a tall order, we can help. Our team at The Property Marketers builds local SEO strategies, lead-gen funnels and ad campaigns for traditional agents who want to stay ahead.
Because in 2025, “traditional” doesn’t mean outdated.
It just means you’ve got the chance to deliver something the portals can’t: real, human, expert service – with digital smarts to match.