Setting the right rent has always been important. In 2026, it is essential.
With The Renters’ Rights Act 2025 shaping how properties are marketed, the ability to “test the market” is gone. Offers above the advertised rent are not permitted, meaning the price you list must be accurate from day one.
At the same time, pricing errors are proving costly. In 2025, around 24% of rental listings required a price reduction, often after sitting on the market for weeks. Each reduction represents lost time, increased void risk, and missed income.
In 2026, successful landlords are those who rely on precision pricing, live demand signals, and local data rather than assumptions. At Hunters, this is exactly how we help landlords stay ahead.
Related:
What the New Possession Grounds from May 2026 Mean for Landlords
Calibrating Tenant Appetite: Why Enquiries per Property Is the KPI That Matters
Understanding demand is no longer about headlines or broad market sentiment. The most reliable indicator of tenant appetite is clear and measurable:
Enquiries per property.
This live KPI shows how tenants are responding to a property at its advertised rent in real time.
Why enquiries per property matter
- It reflects actual tenant behaviour, not speculation
- It updates quickly as market conditions change
- It highlights pricing issues before weeks are lost
Tenant competition peaked in 2022–2023, with many properties receiving 20+ enquiries per listing. While demand has moderated since then, it remains well above pre-pandemic norms across most UK markets well into 2026.
This creates a narrow pricing window:
- Too few enquiries usually indicate overpricing
- Too many enquiries can signal undervaluation
Both scenarios carry risk. Overpricing increases void periods and leads to reductions, while underpricing can suppress achievable rent and create unnecessary pressure during viewings and selection.
Hunters uses enquiry volume to help landlords hit the pricing sweet spot, securing the best tenant at the right rent.
Avoiding Overpricing and Underpricing in the 2026 Rental Market
With the new legislation in place, getting the rent wrong carries far bigger consequences.
With upward negotiation removed, landlords effectively get one chance to position their property correctly. If a listing launches too high, the only direction available is down.
That is why Hunters does not rely on static valuations or national averages. Instead, we track enquiry performance from launch and act early if pricing signals do not align with market demand.
This proactive approach helps landlords:
- Reduce time on market
- Minimise void risk
- Protect long-term rental value
- Attract stronger, more suitable tenants
Related: The 2025 Budget and what it means for homeowners and landlords
Micro-Comparable Sets: Why Local Authority Data Matters More Than National Trends
National rental statistics rarely tell the full story. Demand, affordability, and supply can vary significantly between local authorities, even within the same region. For instance, rental demand in the North East remains around 15% higher than historic norms, while London demand is approximately 26% above pre-pandemic levels. Supply trends also differ widely depending on local investor activity and wider market conditions, so relying on national averages can lead to mispricing from the outset.
That is why micro-level comparables matter. Hunters analyses local authority–level data, focusing on comparable property types, competing listings within the same micro-location, and recently agreed rents (not just asking prices). This ensures advertised rents reflect what tenants are actually willing to pay in that specific area, at that specific time.
Seasonal Demand Shifts: Timing Still Matters in 2026
Even in a strong rental market, timing matters: demand typically rises in the summer (due to students and graduates) and in January (with relocations and career moves), then softens in late autumn in some family-led markets. Ignoring these cycles can trigger unnecessary price reductions that are not linked to true overpricing, so Hunters builds seasonality into every pricing recommendation to position your property correctly for both location and launch timing.
Related: A major change for self-managing landlords: New Renters’ Rights Act powers start on 27 December 2025
Pricing Reviews and Adjustment Cadence: Acting Early Protects Income
One of the primary causes of lost rental income is waiting too long to take action. In 2026, delayed pricing reviews often lead to longer void periods, multiple reductions, and reduced tenant confidence. That is why Hunters follows a structured review process within the first 7 to 14 days of marketing, benchmarking enquiries against local demand, spotting friction early, and making small, strategic adjustments before momentum is lost. Early refinement is far more effective than late correction.
How Hunters Helps Landlords Get It Right the First Time
In a regulated and data-led rental market, success is no longer about optimism, it is about accuracy. Hunters supports landlords with live enquiry monitoring, local authority–level market intelligence, seasonally adjusted pricing strategies, and proactive pricing reviews. The result is faster lets, stronger tenants, and reduced void risk, without leaving rental income on the table.
Speak to your local Hunters branch to understand exactly where your property sits in today’s market, and how to price it right from day one.
