Resistance from the property-selling establishment
In addition to using online portals to advertise our sellers' properties, we also advertised first4sale.com in the press. At first we had no problems, but then - after agreeing a price with a national newspaper to advertise first4sale.com at the beginning of their property section, we were told that the price had increased considerably and that we could only be placed near the back of the section.
This was the start of the resistance we encountered from so many angles, based on a concerted effort to force us out of the market by the property selling establishment who perceived us as a serious threat to their monopoly and continued control of the market.