When headlines at the beginning of this year declared that rental demand had dropped to its lowest point in seven years, it painted a picture of relief for tenants. However, this is a picture that never quite matched reality, and if anything served to distract from the storm of other ongoing challenges facing landlords.
Legislative reforms, tax changes, and rising compliance costs are piling on, and with the forthcoming Renters’ Rights Bill introducing further obligations, many landlords are rethinking their position and even considering exiting the market altogether.
Against this backdrop, pricing strategy becomes more important than ever. Landlords must understand the factors that genuinely influence rental values in their local area and adopt a measured, evidence-based approach.
The goal is not to push rents beyond what tenants can reasonably sustain, but to ensure properties are positioned correctly from day one - protecting landlords’ returns while keeping homes affordable and attractive to good tenants.
In a market demanding careful strategy, a few often-overlooked considerations should be at the forefront of the minds of prospective landlords.
Getting the price right from the start
One of the biggest mistakes a landlord can make is launching a property at an inflated figure, only to reduce it weeks later.
Research from Rightmove shows that homes which undergo price reductions take longer to let and often achieve a lower final rent than those that are accurately priced from the outset. The psychology makes sense: tenants track listings closely, and when a property lingers or is reduced, it can signal that something is wrong - even when it isn’t. In a competitive market, perception matters, and tenants are naturally drawn to homes that generate interest, not those that seem to be struggling.
By contrast, a well-priced property generates early interest, creates competition among suitable applicants and often lets faster. That early momentum is critical. Every additional week a property stands empty is lost income that is rarely recovered by holding out for an unrealistic rent.
We see this time and again, and the most important way we ensure competitive pricing is to enter the market with a strong, well-founded price based on careful
local analysis. This requires more than glancing at similar listings online. It means examining achieved rents, assessing seasonal demand, understanding stock levels and recognising how specific features influence tenant behaviour locally.
It’s also important to factor in rent and legal protections following the Renters’ Rights Act. Accepting offers over the asking price will soon be illegal, and while some landlords might see this as a reason to list higher initially, in today’s market that would be the wrong strategy. Chasing maximum rent while ignoring red flags can backfire, as a tenant who can’t pass checks may end up costing more than one offering slightly less but reliably able to pay long term.
Marketing matters
It's easy to underestimate the value of strong marketing - from compelling pictures and descriptors to the overall brand ethos and reputation of the estate agent you choose to work with - but it can have a significant impact on securing your property’s price potential.
In today’s market, tenants form impressions within seconds of viewing a listing online. Dark images, incomplete information or unclear messaging can mean a property is overlooked entirely. In contrast, a well-presented property attracts the right tenant profile quickly, increasing the likelihood of securing a tenancy at the best possible rent.
While landlords will rightly no longer be able to discriminate under the Renters’ Rights Act, clear messaging about who a home is best suited for – such as families or professionals - can help reduce mismatched applications and fall-throughs, protecting expected rental income
On the other hand, poor marketing can leave a property sitting empty for longer and earning less than it should. Even a modest delay in letting can quickly erode the financial return on a property, particularly in a market where landlords are balancing rising costs and regulatory pressures. Paying attention to how a property is positioned from the outset is therefore one of the most reliable ways to protect income and achieve the most competitive rental price.
Harness a strong local network
A well-connected local network can be a landlord’s secret weapon when it comes to setting the right rental price. Offices working together across a region share insights on tenant demand, property performance, and emerging trends, giving landlords a nuanced understanding of their local market. This collaboration ensures properties are positioned competitively, attract the right tenants, and achieve the best possible rent.
By tapping into local expertise, landlords can spot subtle differences between neighbourhoods, anticipate seasonal shifts, and adjust pricing strategies accordingly. In a market where perception and timing matter as much as location, a strong network ensures that every property is marketed and priced to its fullest potential.
Data independently verified by Goodlord has shown that Martyn Gerrard consistently achieves higher rents than the regional average, and I believe specific regional expertise is a key factor behind this.
Ultimately, listing at the highest hopeful figure is not an effective strategy in today’s market. By pricing carefully, marketing effectively, and leveraging local expertise, landlords can protect their returns, attract the right tenants, and avoid costly missteps. In a challenging market, strategy isn’t optional - it’s the difference between a property that struggles and one that performs at its full potential.
