Advertised rents across Greater London increased by 7.6% in October compared with the same month last year, reaching an average of £2,401. This marks the sixth consecutive month of annual growth since the Renters’ Rights Act came into force in May, with the rate of increase rising from 6.1% in September.
Looking at August, September and October together, advertised rents were approximately 8% higher than during the same period in 2025.
The figures, based on rental properties listed across Greater London by Hello Neighbour, come amid continued pressure on the supply of available homes.
Zoopla’s latest Rental Market Report, published in September, found that the number of properties available to rent in London had fallen by 6% compared with the previous year. In inner London, supply was down by 13%.
Demand has remained relatively steady but is still below levels seen in earlier years. Hello Neighbour received an average of 30 enquiries per property in October 2026, compared with 34 in September and 21 in October 2025.
However, the company noted that June and October were the only months so far this year when enquiries increased compared with the equivalent months in 2025. Overall, demand has remained stable rather than showing consistent growth.
Landlords Set Higher Asking Rents
Richard Jenkins, chief executive and co-founder of Hello Neighbour, said changes introduced by the Renters’ Rights Act had encouraged landlords to advertise their properties at higher initial rents.
Since 1 May, landlords have been unable to accept offers above the advertised rental price, while rent increases are restricted to once a year. According to Jenkins, these changes have influenced how landlords approach setting their initial asking rents.
He also highlighted the importance of getting the price right when a property first enters the market. Hello Neighbour’s analysis found that more than half of viewing requests for a rental listing are received during its first week online.
Despite the increase in advertised prices, the rent landlords ultimately receive is often lower. For properties listed by Hello Neighbour between August and October that have since been let, agreed rents were 4.4% below their original asking prices.
Jenkins expects this gap to continue, with agreed rents increasing more slowly than advertised figures. He believes affordability pressures and limited demand will encourage tenants to negotiate more firmly over initial rental prices for the remainder of the year.
The latest figures suggest that although London asking rents are continuing to rise, landlords may still need to be flexible when agreeing the final rental amount.
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