PrimeLocation

Premium UK property portal for luxury flats and houses to rent, powered by the Zoopla network.

Last checked on July 17, 2026. We may earn a commission when you click through.

PrimeLocation is the go-to portal for renters seeking upmarket flats and houses in the UK, with strong agent coverage and innovative search tools via the Zoopla network.

✓ Part of the Zoopla network with extensive agent coverage ✓ Draw-a-search map tool lets you define exact areas ✓ Strong focus on premium and luxury rental properties

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PrimeLocation

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Our verdict

PrimeLocation is the go-to portal for renters seeking upmarket flats and houses in the UK, with strong agent coverage and innovative search tools via the Zoopla network.

Best for

Renters looking for premium and luxury flats and houses across the UK

Full review

PrimeLocation has been a staple of the UK property market since 2000, positioning itself as the premium alternative to the mass-market portals. Now part of the Zoopla Group, it benefits from the same extensive network of letting agents while maintaining its upmarket brand identity.

The platform's standout feature is its draw-a-search tool, which lets you literally draw the boundaries of where you want to live on a map — perfect for renters who know exactly which streets or neighbourhoods they are targeting. Property listings are detailed, with floor plans, energy performance certificates, and local area information.

While PrimeLocation shares its listing database with Zoopla, the curation and presentation lean towards higher-value properties. The site is particularly strong in London, the Home Counties, and other affluent areas. For budget-conscious renters or those seeking rooms and house-shares, other platforms will be more suitable.

Overall, PrimeLocation fills a useful niche for quality-focused renters who want a more refined search experience than the mainstream portals offer.

Pros

['Part of the Zoopla network with extensive agent coverage', 'Draw-a-search map tool lets you define exact areas', 'Strong focus on premium and luxury rental properties', 'Clean, modern interface with detailed property information', 'Commercial property rentals also available']

Cons

['Smaller listing pool than Rightmove for budget rentals', 'No direct landlord listings — agent-only', 'Premium focus may not suit budget-conscious renters', 'Less brand recognition than Rightmove or Zoopla']