High profile portals merge - what does this mean for agent fees?

PropertyPal - a portal recently at the centre of a fees dispute - has merged with Propertynews.

The two brands, which are amongst the largest in the Northern Ireland market, will continue to operate under their individual names but a statement claims the merger ”combines the best of both platforms’ technology, people, and skills, with the aim of driving innovation and enhancing the experience for home searchers and agent advertisers.

“Significant investment is planned for both platforms focusing on marketing, upgrading the underlying technology infrastructure, and enhancing their software suite for agents. The merger will deliver greater value and improved services for both agents and website users.”

PropertyPal, the largest portal in Northern Ireland, recently resolved a boycott of its site by lettings and sales agents. This followed a fees rise described by agents as being 25% to 45% more expensive than before - although PropertyPal claimed an agent could list a home for £20.

Letting Agent Today has asked what the merger this week means for charges to agents advertising on one or both portals. We received this comment from a spokesperson: “We are strongly committed to fair and sustainable pricing. We offer excellent value for money and our aim is to enhance the value we offer to our agent partners by delivering even more efficient, cost-effective solutions.”

Jordan Buchanan, chief executive of PropertyPal, says of the portal merger: “This is very positive for our people, our customers, and our website users. We are bringing together the best of our technology, people, and cultures to create something even better. Our aim is to enhance the value we offer to consumers and agent partners alike.

“By combining our resources and expertise, we will deliver more efficient, cost-effective, and user-friendly platforms. Our commitment to innovation and customer satisfaction remains at the core of everything we do, and I am confident that this merger will drive forward our vision of providing exceptional service and support to the Northern Ireland property market. We look forward to working closely with our agents and stakeholders during this exciting transition and beyond.”

A new leadership team will oversee the websites including various figures currently involved with the two individual services. 

Emma McNally, the newly appointed chief operating officer of PropertyPal, says: “This is a significant milestone for both websites. Through a united approach, we will strengthen our offerings to drive growth and innovation. By combining our technical, commercial, and sector expertise, we will deliver a best-in-class user experience and create additional value for our customers. I am eager to engage with our expanded team and valued business partners to achieve our shared vision for success.”