Estate agents and new build developers showcase properties on Zoopla’s platform, and consumers have direct access. This arrangement follows what Laudon and Laudon (2022) call the ‘Market creator’ E-business model, also known as the ‘Brokerage Model’ (Wen et al., 2001). The model outlines a mutually beneficial, digital platform where sellers meet buyers and supply meets demand (Chaffey, 2019; Laudon and Laudon, 2022), thus creating a virtual marketplace (Rappa, 2010). Zoopla acts exclusively as a ‘broker’ to facilitate exchanges and does not directly sell or rent any properties. Property managers (the customers) interact directly with potential renters and buyers (the consumers) online, contributing to the ‘on-demand’ economy (Laudon and Laudon, 2022). In the Brokerage Model, one party is usually charged a fee and the other uses the service for free (Wen et al., 2001). At Zoopla, the main revenue comes from monthly membership fees paid by property managers to advertise (Zoopla.co.uk, 2020b) while consumers view the content for free.