Wales and the North East are experiencing the most acute affordability pressures in the UK rental market, according to the latest Rental Price and Average Salary Tracker from Propertymark.
In Wales, average rents climbed 3% month-on-month, rising from £995 in September to £1,025 in October. However, the typical salary needed to secure a home fell slightly year-on-year, dipping 0.4% from £30,870 to £30,750.
The situation is even more pronounced in the North East, where rents jumped 6.1% month-on-month – from £859 to £911 – while the salary required to afford a property fell by 20.6% year-on-year, from £34,410 to £27,330. This sharp contrast highlights a growing imbalance between rental costs and local earnings, signalling rising affordability pressures across the region.
London, Scotland, and parts of the South have seen a slight easing in affordability pressures, according to Propertymark’s latest tracker. However, these regions continue to rank among the most expensive places to rent in the UK.
In London, the typical salary required to rent a property fell by 3.6%, from £69,780 to £67,290, while rents dropped 5.8% month-on-month, from £2,382 to £2,243.
Scotland also recorded some relief, with the required salary down 3.4% (from £32,730 to £31,620) and average rents decreasing 3.9%, from £1,097 to £1,054.
In the South East, affordability improved marginally as the salary needed dipped 1.5% (from £45,360 to £44,670), while rents remained largely stable, edging down 0.5% from £1,496 to £1,489.
Despite these modest improvements, affordability in these regions remains stretched, reflecting the UK’s continued imbalance between wage growth and rental demand.
The East Midlands, East of England, and West Midlands displayed varied trends in rental affordability in the latest Propertymark tracker.
In the East Midlands, the salary required to rent rose 1.9%, from £30,810 to £31,380, while average rents jumped 5.6%, from £991 to £1,046, highlighting growing pressure for tenants in the region.
The East of England saw relatively little change, with salaries increasing marginally by 0.15% (from £40,080 to £40,140) and rents falling slightly 0.3%, from £1,342 to £1,338, suggesting a largely stable rental market.
In the West Midlands, affordability remained mostly unchanged. The salary required dipped 0.2%, from £31,590 to £31,530, while rents stayed flat, edging down 0.5% from £1,056 to £1,051.
These figures indicate that while some regions are experiencing rising pressures, others remain relatively balanced, reflecting the uneven landscape of the UK rental market.
This monthly report provides a comprehensive analysis of the current private rented sector in the UK by examining the average agreed rental prices alongside the typical average annual salary required by referencing agencies to affordably rent across the country.
By exploring these key indicators, Propertymark says it aims to shed light on the affordability and accessibility of private rented housing relative to income levels, offering valuable insights for especially for those navigating the dynamic landscape of the UK’s housing market.
October 2025:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,054 | £31,620 |
| Northern Ireland | £918 | £27,540 |
| Wales | £1,025 | £30,750 |
| East Midlands | £1,046 | £31,380 |
| East of England | £1,338 | £40,140 |
| London (inner and outer London) | £2,243 | £67,290 |
| North East | £911 | £27,330 |
| North West | £1,095 | £32,850 |
| South East | £1,489 | £44,670 |
| South West | £1,314 | £39,420 |
| West Midlands | £1,051 | £31,530 |
| Yorkshire and Humberside | £995 | £29,850 |
October 2024:
| Location | Average rental price 2024 | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,091 | £32,730 |
| Northern Ireland | £892 | £26,760 |
| Wales | £1,029 | £30,870 |
| East Midlands | £1,027 | £30,810 |
| East of England | £1,336 | £40,080 |
| London (inner and outer London) | £2,326 | £69,780 |
| North East | £1,147 | £34,410 |
| North West | £1,079 | £32,370 |
| South East | £1,512 | £45,360 |
| South West | £1,274 | £38,220 |
| West Midlands | £1,053 | £31,590 |
| Yorkshire and Humberside | £950 | £28,500 |
Change seen in the average salary required year on year:
| Location | October 2024 – typical annual salary needed to secure a home (before tax and deductions) | October 2025 – typical annual salary needed to secure a home (before tax and deductions) | % change in salary needed |
| Scotland | £32,730 | £31,620 | -3.4% |
| Northern Ireland | £26,760 | £27,540 | +2.9% |
| Wales | £30,870 | £30,750 | -0.4% |
| East Midlands | £30,810 | £31,380 | +1.9% |
| East of England | £40,080 | £40,140 | +0.15% |
| London (inner and outer London) | £69,780 | £67,290 | -3.6% |
| North East | £34,410 | £27,330 | -20.6% |
| North West | £32,370 | £32,850 | +1.5% |
| South East | £45,360 | £44,670 | -1.5% |
| South West | £38,220 | £39,420 | +3.2% |
| West Midlands | £31,590 | £31,530 | -0.2% |
| Yorkshire and Humberside | £28,500 | £29,850 | +4.7% |
Average monthly rental price month-on-month comparison (September 2025 compared to October 2025):
| Location | Average monthly rental price – September 2025 | Average monthly rental price – October 2025 | Percentage change (difference from Sept to Oct) |
| Scotland | £1,097 | £1,054 | −3.9% |
| Northern Ireland | £928 | £918 | −1.1% |
| Wales | £995 | £1,025 | +3.02% |
| East Midlands | £991 | £1,046 | +5.6% |
| East of England | £1,342 | £1,338 | −0.3% |
| London (inner and outer London) | £2,382 | £2,243 | −5.8% |
| North East | £859 | £911 | +6.1% |
| North West | £1,131 | £1,095 | −3.2% |
| South East | £1,496 | £1,489 | −0.5% |
| South West | £1,242 | £1,314 | +5.8% |
| West Midlands | £1,056 | £1,051 | −0.5% |
| Yorkshire and Humberside | £997 | £995 | −0.2% |
Megan Eighteen, President of ARLA Propertymark (Association of Residential Letting Agents), commented: “Rents have risen across many parts of the UK, but the market remains active and resilient, underpinned by strong tenant demand.
“Supply is under pressure, with some landlords leaving the sector due to rising costs and regulatory changes, while new professional landlords are entering the market and investing for the long term, helping to bring much-needed stock back into circulation. However, this may not be enough to meet ongoing, growing demand, and support is needed to encourage further investment.
“Rising operational costs, from energy efficiency requirements to maintenance and insurance, are influencing rent levels, but agents and landlords are working hard to keep tenancies fair, sustainable, and stable.
“With the right policy support and continued investment, the private rental sector can continue to provide high-quality homes for tenants while remaining a viable and attractive market for landlords.”
