The online agent, Housesimple, currently based in Manchester, Liverpool, Leeds and Sheffield - has rebranded to to Strike.
The company is launching in the North of England with a combined ITV and Channel 4, radio and digital marketing campaign.
Sam Mitchell, chief executive officer at Strike, said: “Strike is here to redefine the way we move. Estate agency hasn’t changed for 200 years, we’ve been overcharged and underwhelmed. It’s time for a change.
“We set out to shake up the estate agent industry last year, becoming the first estate agent in the UK to sell homes for free. In the process, we’ve become a market leader across the North, including in Manchester, Liverpool, Leeds and Sheffield. We’ve sold £1 billion of properties and saved our customers over £15 million in total fees since we launched our free service.
“But now it’s time to go even further. With Strike, we’re taking everything customers loved about Housesimple, making it more intuitive and adding a new mobile edge. We’ve launched a new app that lets you sell your home from your phone. And expanding across Tyne Tees, into Newcastle, Sunderland and Middlesbrough, doubles our geographic footprint and makes Strike a real northern powerhouse.”
Rather than charging commission or upfront fees for selling homes, Housesimple earns referral fees from no-obligation selected services provided to sellers and buyers, including mortgage, conveyancing and insurance advice.
Sir Charles Dunstone, majority investor in Strike, said: “We are so excited to be challenging the establishment with Strike.
“We believe the way Strike blends people and technology to sell homes for free is a truly disruptive proposition that will lead to a great deal for customers.”