{"id":222100,"date":"2026-03-25T14:21:40","date_gmt":"2026-03-25T14:21:40","guid":{"rendered":"https:\/\/www.hunters.com\/?p=222100"},"modified":"2026-03-25T19:41:42","modified_gmt":"2026-03-25T19:41:42","slug":"set-the-right-asking-rent-first-time-pricing-strategies-when-bidding-wars-are-off-the-table","status":"publish","type":"post","link":"https:\/\/www.hunters.com\/guides\/landlord\/set-the-right-asking-rent-first-time-pricing-strategies-when-bidding-wars-are-off-the-table\/","title":{"rendered":"Set the right asking rent first time: pricing strategies when bidding wars are off the table"},"content":{"rendered":"

From 1 May 2026, rental pricing becomes far less flexible. Under the Renters\u2019 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.<\/span><\/p>\n

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.<\/span><\/p>\n

Related: <\/b>What the New Possession Grounds from May 2026 Mean for Landlords<\/span><\/a><\/p>\n

Why first-time pricing is now critical<\/b><\/h3>\n

In the past, some landlords priced slightly below market value to generate interest and allow competition to drive the rent higher.<\/span><\/p>\n

That approach no longer works.<\/span><\/p>\n

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.<\/span><\/p>\n

Pricing is no longer reactive. It needs to be right from the outset.<\/span><\/p>\n

What a well-judged asking rent should reflect<\/b><\/h3>\n

Setting the right rent means looking beyond headline figures.<\/span><\/p>\n

A strong valuation should consider:<\/span><\/p>\n