Swiss property portals: Homegate and ImmoScout24 under criticism – what are the alternatives?
Swiss estate agents criticise high listing fees and market concentration among major property portals such as Homegate and ImmoScout24. As its annual report confirms, the Swiss Competition Commission (COMCO) opened a preliminary investigation into Swiss Marketplace Group (SMG) in 2025. What independent alternatives are available, and what roles do UrbanHome and SwissMLS play?
Why are Homegate and ImmoScout24 facing criticism?
Anyone wishing to rent out or sell a property in Switzerland needs visibility. Estate agencies therefore depend on portals to reach interested buyers and tenants. The main points of contention are the cost of professional listings and the concentration of well-known platforms within one corporate group.
Media report and criticism
On 10 November 2026, the French-speaking Swiss newspaper 20 Minutes reported on estate agents’ criticism of listing prices and the position of major portal operators. The debate centres on Swiss Marketplace Group (SMG). This coverage provides an opportunity to assess the competitive landscape and practical alternatives objectively.
Putting competition law into context
High prices are not automatically unlawful. The relevant questions are whether market participants depend on a limited number of sales channels under certain conditions and whether anticompetitive conduct can be established. Allegations must be clearly distinguished from official findings.
Homegate, ImmoScout24 and Flatfox: what role does SMG play?
Homegate and ImmoScout24 belong to Swiss Marketplace Group. Flatfox is also among its property services. Several strong brands under one roof may create technical synergies and a broad reach. At the same time, it is important to examine how this structure affects the choice and negotiating power of professional advertisers.
What matters when comparing portals
Visitor numbers alone do not determine the value of a marketing channel. Key factors include cost per listing, the actual number of qualified enquiries, regional demand and the ability to publish on further portals without additional effort.
Correct legal perspective
Having a dominant market position is not prohibited in itself in Switzerland. Article 7 of the Cartel Act addresses abuse of that position. The competent authorities determine whether the legal conditions are met.
What is COMCO investigating at Swiss Marketplace Group?
In its 2024 annual report, the Swiss Competition Commission (COMCO) stated that it had reviewed complaints concerning SMG. There were some indications of a strong, possibly dominant position in certain markets, but the suspicion of abuse could not be substantiated at that time.
Important update
According to the official COMCO 2025 annual report, section 4.1.8, the Secretariat opened a preliminary investigation into SMG in 2025 following new complaints. The investigation concerns possible obstruction of competing online property classifieds platforms. Complaints concerning pricing alone were forwarded to the Price Supervisor.
Context
The preliminary investigation assesses whether there are indications of prohibited conduct. It is neither a final decision nor proof of abuse. These annual reports do not establish the outcome or any subsequent developments.
What alternatives to Homegate and ImmoScout24 are available?
In addition to SMG portals, home seekers and advertisers have other options: UrbanHome offers a nationwide property search and free private listings. Properstar and Dreamo are further platforms with rental and purchase listings.
Key points
SwissMLS, by contrast, is not a single property portal. It is a private multi-portal marketing alliance through which professional providers can distribute listings across different participating platforms. Partner services vary in reach, contracts and target audiences.
Further information
Compare prices, listing durations, search reach, lead quality, integrations and whether listings also appear on other portals.
Search current properties in Switzerland
Compare rental and sale properties on UrbanHome – free to browse without an account.
How does SwissMLS work as a multi-portal alternative?
SwissMLS was established by IMMOMIG and Properstar. Estate agencies can send listings to the network through a shared publishing route from their usual agency software. According to the network, partners include UrbanHome, Properstar, Dreamo and more than 100 international property portals.
Distribution and reach
Publishing across several portals can save time and increase potential contact points. However, this does not guarantee more enquiries or better-quality leads. Multiple publication is central to the model: a listing on UrbanHome is therefore not necessarily exclusive.
Cost information
Cost information: SwissMLS is not generally free for agencies. It requires a subscription; additional gateway charges may apply depending on the agency software. The phrase “at no additional cost” in the UrbanHome joining announcement referred to agencies already connected to SwissMLS.
UrbanHome: an independent, free alternative property portal
UrbanHome has been a Swiss property portal for rental and sale listings since 2008. Private individuals can advertise property free of charge. For smaller professional providers, UrbanHome Business Free allows up to two simultaneous free listings.
Part of SwissMLS since May 2026
UrbanHome has been part of the SwissMLS network since 19 May 2026. It remains an independent platform while participating in the joint distribution of professional listings. According to the joining announcement, this particularly strengthened SwissMLS in German-speaking Switzerland.
Distinguishing private and professional use
Property owners should distinguish between free listings directly on UrbanHome and paid professional SwissMLS contracts. Home seekers can browse rental and sale offers directly on UrbanHome.
How does greater competition benefit owners, agents and home seekers?
Private landlords and property owners
Private landlords and property owners can compare different listing services and durations. A free channel reduces immediate advertising costs but does not replace accurate descriptions, complete property details and good photographs.
Estate agencies
Estate agencies should measure costs per qualified enquiry and completed transaction rather than simply counting the portals used. A network may streamline processes but must demonstrate its value through actual results.
Tenants and buyers
Tenants and buyers can search across multiple platforms and set up property alerts. Not every property is listed everywhere, so searching multiple platforms may broaden the choice.
Which property portal suits which situation?
| Situation | What should you look out for? |
|---|---|
| Private listing | For a private rental or sale, a free listing is often a good choice. Check its duration, contact details and any additional charges. |
| Professional marketing | For larger portfolios, CRM integration, centralised enquiries and measurable reach matter. Compare SwissMLS subscription costs with actual results. |
| Property search | Use appropriate filters, multiple portals and property alerts. No single large brand covers the entire market. |
Find a replacement tenant for free
List your apartment without registering first and reach interested tenants on UrbanHome. Keep track of your preferred handover date and the landlord’s assessment yourself.
How to compare Swiss property portals
Check for free listings
Compare listing durations
Clarify additional charges
Prepare property details and photos
Measure cost per enquiry
Check CRM and integrations
Compare lead quality
Check subscription and gateway fees
Check several portals
Set useful search filters
Set up a property alert
Compare offers directly
Compare network partners
Account for duplicate listings
Check services and contracts
Measure additional reach
Distinguish claims from decisions
Read official COMCO sources
Compare prices transparently
Include alternatives
Conclusion: independent property portals broaden the choice
Criticism of listing prices shows why competition matters in the Swiss property portal market. The preliminary investigation opened by COMCO in 2025 deserves attention, but it must not be presented as a proven violation of the law.
What matters for advertisers
For private advertisers and estate agencies, transparent prices, measurable results and independent marketing channels remain essential.
Additional options
UrbanHome and the SwissMLS network can offer additional options. For home seekers, it is worthwhile comparing different channels instead of relying on one major brand.
Sources and information date
- 20 Minutes · 10.11.2026
- COMCO · 2025 annual report
- COMCO · 2024 annual report
- SwissMLS
- IMMOMIG · UrbanHome & SwissMLS
As at 11 November 2026. Media allegations and findings by authorities are treated separately. The full text of the 20 Minutes article was not independently accessible for technical reasons; the COMCO information is taken directly from the official annual reports.
Frequently asked questions about Homegate, ImmoScout24 and alternatives
Estate agents criticise high publication costs and the concentration of major portals within Swiss Marketplace Group. These allegations are not equivalent to a proven competition-law violation.
According to the COMCO 2025 annual report, the Secretariat opened a preliminary investigation into possible obstruction of competing online property classifieds platforms. This is not a finding of a violation.
Independent property platforms include UrbanHome, Properstar and Dreamo. SwissMLS is also a marketing network for professional advertisers, not a single portal.
Yes. Private individuals can list property on UrbanHome for free. UrbanHome Business Free allows smaller professional providers up to two simultaneous free listings.
No. SwissMLS generally requires a subscription. Depending on the property software used, gateway fees may also apply.
No. Publishing the same listing across multiple network portals is a central feature of SwissMLS.
Use the rental property search with price and location filters, set up property alerts and compare listings across several property portals.