A growing number of Luxembourg real estate agencies are withdrawing their listings from atHome for at least one month in response to the platform’s silence following a letter signed by more than 154 agencies requesting clarification and fairness in pricing.
The action is set to run from 15 December to 15 January and was initiated independently by agents rather than formally organised by the FIL, confirmed Fabio Caiano, board member of the newly formed Fédération Immobilière du Luxembourg (FIL). At least 27 agencies have confirmed their participation so far.
Between 10 and 20 agencies removed their listings on Sunday, with others expected to follow on Monday.
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Screenshots shared in a WhatsApp group of nearly 600 agents, seen by the Luxembourg Times, show a reduction in listings overnight.
The mobilisation began after a survey posted in the group asked whether members would participate in the withdrawal. Additional agencies have since joined without responding to the survey, Caiano said. The action was later nicknamed “MAKEYOURMOVE” by FIL President Michael Eires.
The withdrawals follow slightly more than a month of tension between real estate professionals and atHome over sharp and uneven fee increases, with agencies paying anywhere between €2,700 and €15,000 per month for similar advertising packages.
The federation estimated that agencies signing the letter generate over €5 million annually in subscription revenue for the platform.
No response from atHome
“The action started because we sent the letter to atHome more than a month ago and received no response,” said Caiano. The letter, sent in early November and backed by at least 154 agencies, sought clarification and fairness in pricing practices.
Beyond the temporary removal of listings, some agencies are also terminating their contracts with atHome altogether. Caiano confirmed that he is sending his own cancellation letter today, joining other agents who have already done so, including FIL President Michael Eires.
Eires shared a picture of himself sending his cancellation letter on LinkedIn, stating that “this decision is part of a thoughtful reorganisation of my digital visibility, with the aim of investing in a more balanced, modern, and sustainable way.”
atHome outreach to agencies
While atHome has not formally responded to FIL, Caiano said the platform has recently contacted some agencies individually, offering promotional tools designed to push listings to the top of search results until the end of the year.
He described the offers as “sneaky and ineffective,” noting that if widely distributed, they do not materially improve visibility because placement space is limited. According to Caiano, this outreach does not address the core concerns of pricing transparency and consistency.
Separately, the Chambre Immobilière said last month it is reviewing platform fees and discussing matters with atHome and other portals, though FIL members have criticised what they see as years of limited progress.
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Alternative platform underway
Alongside the protest, FIL has started the development of Filia.lu, an AI-based property search tool to reduce dependence on large portals.
Development began on 1 December, the board member said, with the platform expected to be operational in January for agencies whose websites are technically compatible.
The system will function as a conversational AI search interface, allowing users to describe their housing needs and receive listings from participating agencies.
Filia.lu will not host listings or prioritise agencies commercially. Instead, users will be redirected directly to the agency’s own listing page, with results ordered by publication date. “The platform ensures equal visibility and limits duplicate listings for the same property”, said Caiano.
In the meantime, agencies withdrawing from atHome are publishing their listings on alternative portals including Immotop, Wortimmo, and Nextimmo.
AtHome has been contacted again for comment but had not replied by the time of publication.
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Competitor platforms respond
Other competitor property platforms said they are adjusting their positioning as agencies look to diversify their advertising channels.
Nextimmo.lu said it has transitioned to a fully AI-driven model and discontinued all transactional activities.
According to Rudolph Aben, CEO of the platform, Nextimmo now focuses exclusively on lead generation for agencies and developers, with a subscription-based model designed to ensure “a transparent, conflict-free relationship” and long-term pricing stability.
Subscription pricing is expected to range between €250 and €1,000 per month, after a trial period running from 15 December to 15 January.
Wortimmo.lu, which is owned by Luxembourg Times publisher Mediahuis, said it continues to position itself as an alternative to atHome. The portal offers subscription plans starting at €250 per month with unlimited listings, said Julien Lespagne, business country manager.
The platform also plans to increase investment in marketing and technical development next year to improve visibility and lead generation for partner agencies, Lespagne said via email.