allAgents takes on OnTheMarket as it says it will become a portal

Independent review website allAgents says its ultimate ambition is to be a serious rival to existing portals like OnTheMarket.

Unveiling a new corporate logo allAgents’ Martin McKenzie says: “We’ve come a long way in seven years, but we’ve only just begun. allAgents’ new brand design reflects both our extended capabilities and our ambition to be a serious rival to the likes of OnTheMarket.”

The site - which has had a long-running dispute with Purplebricks over its reviews of the hybrid agency - says the new logo is “the latest element of the ongoing evolution of the allAgents brand.”

McKenzie says: “The new logo has been adapted to make it more readily available for blending into any website or advertising campaign. Agents will no longer be able to adapt the allAgents brand and will have to replace its logos on websites or marketing campaigns with the new approved version.”

He says this bid to standardise the brand is “an exciting change” which “marks a strategic pivot in our future direction, as not only a review website but one of the largest property portals in the UK.’’

McKenzie first raised the possibility of allAgents becoming a portal back in May.

Then he said it would include the ability for agencies’ staff to link their allAgents review profiles to properties they are selling or letting - a feature commonly seen on portals in America and Australia.

He said then that the site would only accept listings from agents with three star reviews and above - it had classified Purplebricks as only one star.