The Rightmove Resistance: ModelProp Unveils Next-Generation AI Portal to Redefine Property Discovery

London, October 2025 – ModelProp, the property AI company co-founded by Mal McCallion, has announced details of its upcoming AI- and voice-optimised property portal — codenamed IntelProp.

Set to launch publicly in Q1 2026, the platform marks a major milestone in the growing Rightmove Resistance movement and represents what McCallion describes as “a once-in-a-generation reset for the UK property industry.”

“I helped launch Primelocation in 2000 and Zoopla in 2008 – and this moment feels bigger than both,” said Mal McCallion, CEO & Co-Founder of ModelProp.
“AI is transforming how people search, decide, and act. Property discovery is shifting from typing into narrow, filtered boxes to simply asking questions and expecting intelligent, personalised results. That’s what this platform delivers.”

📺 Watch the video: “Meet the Future of Property Advertising”

2,750+ Agent Branches Already Onboard

Over 2,750 estate and letting agent branches — representing more than 12% of the UK market — have already registered to list on the platform.
IntelProp offers free listings forever, ensuring every property is fully AI-optimised for discovery across conversational and voice platforms.

McCallion says the goal is simple: help agents win more instructions, cut costs, and increase revenue-per-transaction — while giving consumers a richer, more intuitive experience.

Why a Portal Still Matters

While AI will power discovery, McCallion emphasises that a coherent consumer platform remains essential.

“Consumers still want a familiar, trusted place to explore,” he said. “Going back and forth between individual agents’ websites is a sub-par journey. Our AI portal brings everything together — listings, lifestyle, local context, agents, and tools to make each home feel real.”

At launch, users will be able to:

• Receive AI-recommended areas to live based on aspirations and life stage.

• Virtually decorate and furnish homes in their own style.

• Purchase furniture and accessories directly in-portal — turning inspiration into action.

These features blend the familiarity of a property portal with the next wave of AI personalisation and interactivity.

Free to List. Always.

Unlike traditional portals, agents will never be invoiced for listings or leads.
Revenue will instead come from consumer subscriptions, affiliate services (such as furniture and removals), and anonymised data insights — ensuring agents benefit from, rather than fund, the ecosystem.

The Movement Builds

This announcement follows McCallion’s Rightmove Resistance Tour earlier this year, where he met hundreds of agents across 60 locations in 60 days to explore how AI will reshape property discovery.

The tour has since evolved into a fast-growing community of forward-thinking agents preparing to lead the industry into the AI era.

🎙 Join this Wednesday’s webinar: AI v Rightmove – Register Here

“We’re building this together — with agents, not against them,” McCallion added.
“This is the moment to get involved. It’s free, it’s future-proofed, and it’s going to put your listings where the next generation of buyers are already searching.” 

About ModelProp

ModelProp is building the Trusted Property AI Ecosystem for the UK residential market — combining its upcoming consumer portal (IntelProp) with AI-driven B2B tools that help agents automate marketing, operations, and data intelligence.

Founded by Mal McCallion (Primelocation, Zoopla), Alexander Ali, and Rob Chapman (CML Software), ModelProp brings deep industry expertise and proven execution to the next phase of digital property evolution.

For more information: https://www.kerfuffle.com/suppliers/modelprop