From 1 May 2026, rental pricing becomes far less flexible. Under the Renters’ Rights Act 2025, the rent you advertise is the rent you must accept. There is no scope to invite higher offers or increase pricing once a property is on the market.
For landlords, pricing is no longer a starting point. It is the final position. At Hunters, we are helping landlords adapt by focusing on getting that decision right the first time.
Related: What the New Possession Grounds from May 2026 Mean for Landlords
Why first-time pricing is now critical
In the past, some landlords priced slightly below market value to generate interest and allow competition to drive the rent higher.
That approach no longer works.
If the rent is set too low, it must remain at that level for that marketing period. Set it too high, and interest may slow, increasing the risk of longer void periods.
Pricing is no longer reactive. It needs to be right from the outset.
What a well-judged asking rent should reflect
Setting the right rent means looking beyond headline figures.
A strong valuation should consider:
- Recently agreed rents, not just listings
- Local demand and time to let
- Property condition and presentation
- Micro-location factors within your area
The objective is simple: position the property so it attracts strong interest without needing adjustment.
Related: Why Getting Your Rental Price Right Matters More Than Ever in 2026
Avoiding common pricing mistakes
Both overpricing and underpricing carry greater risk under the new rules.
Underpricing can lead to:
- Missed income across the tenancy
- High demand without the ability to increase rent
Overpricing can lead to:
- Fewer enquiries
- Longer void periods
Getting the balance right protects both income and letting speed.
Focus on long-term income, not short-term uplift
With bidding removed, pricing should support stability.
A slightly more competitive rent that attracts a reliable tenant often delivers better long-term returns than pushing for the highest possible figure.
Landlords should consider:
- Tenant affordability
- Likely tenancy length
- Ongoing sustainability of the rent
Consistency is now part of compliance
The asking rent must remain consistent across:
- Property listings
- Viewings
- Emails and messages
Mixed messaging can create confusion and risk. A clear, single figure throughout the process is essential.
A more controlled way to let the property
The removal of rental bidding changes how landlords approach pricing, but it also creates a more predictable and disciplined process.
By setting the right asking rent for the first time and aligning it with market reality, landlords can reduce void periods, attract the right tenants and maintain steady income.
Get your pricing right from the start
If you would like support reviewing your local market or setting the right asking rent ahead of the new rules, your local Hunters team can help you take a confident, well-informed approach.
