Estate agent alternatives · A decision guide
WHOMA vs Swoople
Swoople and WHOMA have substantial overlap in agent selection. Swoople describes comparison, pitches, messaging, valuations, proposals and appointment, alongside pre-market interest. WHOMA combines individual professional profiles, a structured seller brief and selective proposal and sale-progress workflows.
Consider Swoople when…
You want Swoople’s published combination of agent selection and early buyer or tenant interest before appointment.
Consider WHOMA when…
You want an individual agent’s professional context, structured responses to a seller brief and connected next steps, where WHOMA access is available.
Compare the published workflows.
Read the scope as well as the feature. WHOMA’s current access limits apply throughout; competitor entries describe the sources linked beside them.
- Choosing an agent
- Swoople
Swoople describes comparing up to five agents, inviting pitches, valuations, reviewing fee and marketing proposals and appointment. Source 1
WHOMAIndividual professional profiles and a seller brief, followed by a proposal window, structured proposals, a shortlist and appointment. Seller access is selective.
- Fees and services
- Swoople
Free consumer access is advertised. Agent fees and their triggers should be checked against the applicable agreement; we do not quote a definitive like-for-like price. Source 1
WHOMAProposal fields put fees, services, plans and timing into a common format. Confirm access and applicable terms with WHOMA; this article is not a price quote.
- Contact and communication
- Swoople
Its published flow includes direct agent chat and online meetings before choosing valuation visits. Check when property and contact details are disclosed. Source 1
WHOMAPrivate contact details stay off public profiles. Marketplace messages are gated by the relevant relationship and appointment decision.
- After appointment
- Swoople
Terms describe a primarily pre-market service with specified exceptions and transfer of registered interest. We have not tested the full ongoing journey. Source 1
WHOMASale milestones and gated messages connect the appointment to next steps. These seller workflows have selective access.
- AI and compliance
- Swoople
The reviewed public offering does not establish an equivalent compliance preparation chat. It does not establish the absence of other AI tools or compliance support. Source 1
WHOMAEligible signed-in estate agents can use the enabled Compliance Agent preparation pilot: chat, reviewed excerpts and explicitly requested editable text drafts. It does not run AML checks, approve compliance or send agreements.
- Coverage and access
- Swoople
Swoople addresses sellers and landlords, as well as buyers and tenants. Confirm actual participating agents and local availability. Source 1
WHOMAAgent-first onboarding with selective seller access. The Compliance chat pilot focuses on England and Wales residential sale instructions; Scotland and Northern Ireland require specialist processes.
Two workflows with genuine overlap
Swoople already describes pitches, proposals, direct messaging and choosing an agent online. Those are not exclusive WHOMA features. Compare when each activity becomes available and what information is retained through the appointment, rather than counting similar features twice.
In particular, ask whether you are evaluating an agency branch, an individual professional or both. Swoople’s ranking policy refers to branches; WHOMA’s public professional profiles centre the individual agent. A useful follow-up question for either service is who will personally conduct the work and how that commitment is recorded.
Pre-market demand and sale progress serve different purposes
Swoople describes collecting buyer or tenant interest before appointment. Its terms explain a primarily pre-market service with exceptions, including how registered interest transfers. That is a meaningful published capability; we do not treat it as equivalent to a completed sale.
WHOMA’s selectively available sale milestones connect the appointed agent with the next steps. This is not a claim that Swoople stops every form of support at appointment, or that WHOMA supplies an equivalent pre-market audience. A seller should identify which stage currently creates the most work.
Check the actual commercial agreement
Swoople advertises free consumer access and agent charges linked to progress. Its public marketing and terms do not give us a sufficiently clear like-for-like VAT and charge-trigger basis for a definitive price comparison here. Obtain the applicable agent agreement before relying on a headline amount.
Swoople’s FAQ mentions featured placements, while its ranking policy says ranking positions cannot be bought. The reviewed text does not explain how featured placements are separated from ranked results; check the current presentation. Neither an introduction charge nor a comparison result replaces the seller’s agreement with their appointed estate agent.
WHOMA today
Professional context. Structured decisions. Preparation for review.
WHOMA centres the individual estate agent’s professional profile. Its seller workflow connects a brief, a proposal window, comparable proposals, a shortlist and appointment to gated messages and sale milestones. Seller access is selective: check availability before relying on it for your move.
WHOMA’s Compliance Agent helps eligible estate agents organise instruction details, identify missing information and prepare summaries, checklists and reviewer questions. Reviewed PDF, DOCX or TXT excerpts can be sent in chat; document drafts require an explicit request and can be edited and downloaded as text. Private history and an optional next-day in-app follow-up support returning to the work. This is preparation for human review: the full case workflow, live AML checks, agreement sending and unattended case execution are not enabled. The pilot focuses on England and Wales residential sale instructions; Scotland and Northern Ireland need their own specialist process.
Sources and what remains unverified
The reviewed sources do not explain how featured placements are separated from ranked results. VAT treatment and charge triggers also need the applicable agreement. We make no claim about paid ranking or a definitive agent-price advantage. This is public-source research, not a tested account journey.
WHOMA’s first-party descriptions: platform workflow and homeowner access. Compliance scope is stated above from our product and release review. No model response constitutes a legal decision or a completed compliance check. Suggest a correction.