Rents Reach Record Highs: What Landlords Need to Know in 2025
Despite a surge in rental listings across the UK, average rents have hit record highs — and while that sounds like great news, the picture is more complex beneath the surface. The market is shifting. And for landlords, being reactive just isn’t enough anymore.
Average Rents Hit New Peaks – But Growth is Slowing
According to Rightmove’s latest Rental Trends Tracker:
📍 Outside London, average rents are now £1,349 per calendar month, up 0.6% from last quarter
📍 In Greater London, they’ve reached £2,698 per month, a new all-time high
These numbers reflect continued demand, but there are signs that growth is levelling off — especially as more properties come to market and tenants push back against unaffordable rises.
More Choice for Tenants = More Competition for Landlords
Here’s where it gets interesting:
📈 Rental listings have risen by 11% year-on-year
🏠 Overall rental stock is up 18%
🔄 Tenant enquiries per property are now 12 on average, down from 16 this time last year
What does this mean for landlords?
Tenants have more options — and landlords need to work harder to attract (and keep) the right ones.
Price Sensitivity is Back
Since 2020, average rents have soared by 40%, while tenant earnings have risen by just 31%. That’s pushing affordability to its limits — and we’re already seeing the effects:
- A quarter of all rental properties on the market are seeing price reductions
- Many tenants are starting to negotiate harder or delay moving altogether
At Nicholson’s, we’re seeing this on the ground in Retford. That’s why we help our landlords price strategically — balancing maximum return with what the market can truly bear.
📍 Local Shifts: Know Your Patch
Rightmove’s data shows big regional differences:
- In the North West, some homes are still receiving 18+ enquiries
- In London, that figure’s dropped to just 8
That’s why local insight is essential — and it’s where we come in.
🧭 How Nicholson’s Helps You Stay Ahead
In today’s market, landlords need more than just a letting agent. They need a proactive partner who understands where things are headed and helps them stay one step ahead. Here’s how we do just that:
✔️ Strategic, Accurate Pricing
We use real-time local data to advise on achievable rental values that attract quality tenants and reduce voids.
✔️ High-Quality Marketing
With more competition, presentation matters. We ensure your property stands out — with professional photos, compelling descriptions, and wide online exposure.
✔️ Thorough Tenant Vetting
In a shifting market, securing the right tenant matters more than ever. We conduct rigorous checks to reduce risk and increase long-term stability.
✔️ Hands-On Management
From compliance to maintenance and renewals, our full property management service means you don’t need to worry about the day-to-day.
✔️ Local Expertise, Always
We’re based here in Retford, we know the market, and we know your street. That local knowledge can make all the difference.
🗝️ Want to Talk Strategy?
Whether you're an experienced landlord or letting for the first time, the 2025 rental market demands a smarter approach.
📞 Call our lettings team on 01777 808777
📍 Or visit us in our Retford office for a no-obligation chat
