Estate agents are increasingly frustrated by the increasing portal costs and slow pace of legal action against Rightmove – which are being targeted by a new nationwide roadshow designed to offer practical alternatives rather than courtroom solutions.
ModelProp launches The Tipping Point, the latest instalment of its Rightmove Resistance Tour, a 40-stop programme of free workshops taking place across the UK between 1 June and 9 July 2026.
The roadshow will combine training on the use of artificial intelligence (AI) in agency businesses with demonstrations of MyPorta, ModelProp’s free-to-list property portal. Organisers say the sessions aim to help agents lower operating costs, improve productivity and assess alternative routes to generating instructions.
Workshops will include practical guidance on using tools like ChatGPT to support marketing, content creation and day-to-day agency operations, as well as a walkthrough of the MyPorta platform and its AI-driven features.
The tour is expected to visit 40 towns in 40 days, with organisers phrasing it as a hands-on programme designed to help agents adapt to a rapidly changing technology landscape while negating their dependence on traditional property portals.
Agents in attendance will be shown how AI tools like ChatGPT, Claude and Gemini can be integrated into daily agency operations. The programme will uncover how companies can utilise AI assistants to aid decision-making across areas of the business – like management, finance, compliance, marketing and strategic planning.
The workshops will also illustrate how AI can be used to create social media posts, email campaigns and other marketing content aimed to improve the profile of both individual agents and their brands within local markets.
“Most agents are still paying for tools and time that AI now does for free, in seconds. Show an agent in the morning how to cut their admin by fifty per cent, and by the afternoon they’re spending that time on the phone winning the next instruction. That’s the productivity dividend. Profit and profile follow.
“The court case is the right fight, but it’s a fight for 2028 at the earliest, if it succeeds at all. Many agents just can’t continue to have their prices increased by double-digits each year – and Rightmove has told its investors it’s going to keep doing just that, to try and steady its decimated share price.
“The Tipping Point is about giving agents the tools to save costs, win more instructions and quietly reduce their Rightmove dependence this summer – not in five years’ time.”
Mal McCallion, Chief Executive and Co-Founder, ModelProp
A further focus of the workshops will be trying to reduce administrative workloads. Organisers say many routine tasks consume significant amounts of staff time – and that it can now be automated or streamlined through AI, enabling agents to spend more time on revenue-generating activities like valuations, instructions and client relationships.
ModelProp suggests that many agencies are paying for software, services and processes which could be replicated or enhanced using freely available AI tools, potentially reducing costs while improving productivity. The roadshow seeks to provide agents with examples of how those efficiencies can be met within their own businesses.
It will also show MyPorta – ModelProp’s AI-powered property portal, which launched in beta recently. The company claims over one in five UK estate agency branches have already signed up to the platform, which enables agents to list properties with no charge.
Organisers advise the workshops will explore how agents can use alternative marketing avenues and emerging technology to diversify lead generation and reduce their reliance on the dominant portal model.
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