Homeflow is one of the most established estate agent website providers in the UK. They have built a solid platform that powers hundreds of agency websites across the country. LOS Digital takes a fundamentally different approach — bespoke builds with full ownership at a fixed monthly price.
This page compares the two providers on the metrics that matter most to estate agents: pricing, included features, design flexibility, SEO capability, and total cost of ownership over time. We have tried to be fair and factual — this is not a hit piece against Homeflow, and we acknowledge where they do well. For a more detailed look at the Homeflow platform itself, see our dedicated Homeflow alternative page.
Side-by-Side Pricing Comparison
Homeflow does not publicly list fixed prices — their costs depend on the package tier and integrations your agency requires. The figures below are based on typical market rates and feedback from agents who have shared their Homeflow quotes with us. LOS Digital's pricing is fixed and public.
| Cost Element | Homeflow (Typical) | LOS Digital |
|---|---|---|
| Monthly Fee | £150 - £400+ | £88 (fixed) |
| Setup Fee | Varies (often £500 - £2,000+) | £0 |
| Year 1 Total (mid-range) | £3,300 - £6,800 | £1,056 |
| Year 2 Total | £1,800 - £4,800 | £1,056 |
| 3-Year Total Cost | £6,900 - £16,400 | £3,168 |
| Contract Length | Varies by package | No contract (cancel anytime) |
| Exit Fees | Platform-dependent | None |
Over a three-year period, the cost difference can be substantial. At the mid-point of Homeflow's typical range (£275/month with a £1,000 setup fee), the three-year total is approximately £10,900. With LOS Digital, that same three-year period costs £3,168 — a saving of over £7,700. That is money that could fund marketing campaigns, hire a part-time negotiator, or simply improve your bottom line.
What Is Included at Each Price Point
Price alone is meaningless without understanding what you receive. Here is what each provider typically includes in their standard packages.
web Homeflow: What You Get
Homeflow provides a managed platform with property search functionality, CRM integration, responsive design, and hosting. Their platform is purpose-built for estate agents and includes features like property matching, branch management for multi-office agencies, and an admin dashboard for managing content.
Design is template-driven with configuration options for branding, colours, and layout preferences. Additional features and higher levels of customisation are available on higher-tier packages. Support is typically handled through a ticketed system, and the platform handles all technical maintenance, updates, and hosting infrastructure.
For agencies that want a hands-off, managed service and are comfortable with template-based design, Homeflow delivers a reliable product. The platform has been refined over many years and powers some well-known agency brands.
design_services LOS Digital: What You Get
LOS Digital builds every website from scratch. There are no templates, no shared layouts, and no design constraints imposed by a platform. Your site is designed specifically for your agency, reflecting your brand, your local market, and your competitive positioning.
The £88/month fee includes bespoke design, CRM integration (Reapit, Jupix, Dezrez, Alto, Expert Agent, Street.co.uk, and more), property search with map and filter functionality, SEO-optimised build with schema markup, fast dedicated hosting with SSL, instant valuation tool integration, and unlimited ongoing maintenance and updates. Support is direct — you communicate with the developer who built your site, not a ticketed helpdesk.
Critically, you own the website. The code, the content, the design, and the domain are yours. If you ever decide to leave LOS Digital, you take everything with you. There is no exit fee, no restrictive contract, and no platform lock-in.
Feature-by-Feature Comparison
A detailed comparison of the features that matter most when choosing an estate agent website provider.
| Feature | Homeflow | LOS Digital |
|---|---|---|
| palette Design Approach | Template-based with brand configuration | Fully bespoke, designed from scratch |
| hub CRM Integration | Major UK CRMs supported via platform | Direct API integration with all major UK CRMs |
| search SEO Control | Standard SEO settings within platform | Full technical SEO: custom URLs, schema, page speed, server config |
| speed Page Speed | Shared platform infrastructure | Individually optimised; dedicated hosting |
| home_work Property Search | check Built-in platform feature | check Custom-built with map, filters, and saved searches |
| assessment Valuation Tool | Available as add-on | Integration included (third-party subscription separate) |
| support_agent Support Model | Ticketed support system | Direct contact with your developer |
| build Maintenance | Platform-managed updates | Unlimited maintenance and change requests included |
| lock_open Ownership | Platform-dependent (SaaS model) | Full ownership — you keep everything if you leave |
| apartment Multi-Branch | check Built-in branch management | check Custom multi-branch configuration |
| smartphone Mobile Design | Responsive platform templates | Mobile-first bespoke design |
Total Cost of Ownership Over Time
The monthly fee is only one component of total cost. To make a fair comparison, you need to account for setup costs, add-ons, potential exit costs, and what happens if you need to switch providers in the future.
calculate Three-Year Cost Scenario
Consider a typical independent estate agency with one branch, using Jupix as their CRM:
Homeflow (Mid-Range Estimate)
- Setup fee: £1,000
- Monthly fee: £275/month
- Year 1: £4,300
- Year 2: £3,300
- Year 3: £3,300
- 3-Year Total: £10,900
LOS Digital
- Setup fee: £0
- Monthly fee: £88/month
- Year 1: £1,056
- Year 2: £1,056
- Year 3: £1,056
- 3-Year Total: £3,168
3-year saving with LOS Digital: £7,732. That is equivalent to hiring a part-time staff member for several months, or funding a targeted marketing campaign across your local area.
swap_horiz The Hidden Cost of Switching
With a platform-based provider like Homeflow, switching to a different provider means starting from scratch. Your website exists within their ecosystem — you cannot export it and move it elsewhere. That means paying for a complete rebuild, potentially losing SEO equity during the transition, and investing time in the migration process.
With LOS Digital, you own your website. If you decide to move to a different hosting provider, hire an in-house developer, or work with another agency, you take your website, content, and domain with you. There is no rebuilding required and no lost investment. This ownership model eliminates the hidden switching cost that platform providers create.
When Each Provider Makes Sense
We are not going to pretend that LOS Digital is the right choice for every agency. There are legitimate scenarios where Homeflow is a better fit, and it is important to be honest about that.
check_circle Homeflow May Be Better If:
You run a large multi-branch agency and want a single managed platform that handles all branches, with built-in multi-branch features and centralised content management.
You want a completely hands-off experience and prefer not to be involved in website decisions. Homeflow's managed platform handles everything without requiring your input.
You are already embedded in the Homeflow ecosystem with established integrations, content, and workflows. The cost and disruption of migrating may outweigh the potential savings.
Design uniqueness is not a priority and you are comfortable with a professional but template-driven design. If your website is primarily a functional tool rather than a brand differentiator, a template platform works fine.
check_circle LOS Digital Is Better If:
You want a website that looks unique and reflects your agency's specific brand identity, rather than a variation on a shared template used by other agencies.
SEO is a priority and you want full control over technical SEO elements including URL structures, schema markup, page speed optimisation, and server-level configurations.
Budget matters and you need to maximise value per pound without sacrificing quality. At £88/month with no setup fee, LOS Digital delivers a premium product at a fraction of the managed platform cost.
Ownership and independence matter to you. You want to own your website outright, with no lock-in, no exit fees, and the freedom to move providers at any time without losing your investment.
Value Per Pound: What Your Money Actually Buys
The ultimate question is not "which is cheaper?" but "which delivers more value for each pound spent?" Here is how the two providers compare on a value-per-pound basis.
design_services Design Value
With Homeflow, your monthly fee buys access to a template that you configure. With LOS Digital, the same (or lower) monthly fee buys a design created specifically for your agency. The bespoke approach costs you less but delivers a more distinctive result — a rare combination in any market.
search SEO Value
Organic search traffic is the highest-ROI marketing channel for estate agents. Full SEO control — available with LOS Digital but limited with Homeflow — means your £88/month investment can compound its returns through improved rankings over time. A site that ranks on page one for "[your town] estate agents" delivers leads for years without additional spend.
support_agent Support Value
With LOS Digital, you communicate directly with the developer who built your site. Questions are answered faster, changes are implemented without miscommunication, and you build a working relationship with someone who understands your agency's specific needs. This level of support at £88/month is difficult to replicate at any price point through a ticketed helpdesk.
key Ownership Value
With LOS Digital, every pound you spend builds an asset you own. With a platform provider, every pound you spend rents access to their system. Over three years, you will have paid over £10,000 to Homeflow and own nothing transferable. With LOS Digital, you will have paid £3,168 and own a fully functional, bespoke website.
None of this means Homeflow is a bad product. It is a well-established platform that serves many agencies well. The question is whether the premium pricing delivers proportionally more value — and for most independent and small-to-mid-sized agencies, the answer is that it does not.