A seasonal slowdown in the rental market has led to month-on-month falls in rents, while long-term affordability pressures remain entrenched. Year-on-year trends show only modest movement, with the income required to rent staying broadly stable across most regions, underscoring the ongoing challenge facing tenants, new data from Propertymark shows.
The most significant changes are occurring over the short term, with several regions seeing sharp declines as seasonal demand eases and price sensitivity rises. Yorkshire and Humberside recorded a 12.3% drop in average rents, while the North East saw a 22% fall. In contrast, markets in London, Scotland, and parts of the East of England have remained relatively steady, showing less short-term volatility.
Overall, the rental market is becoming increasingly uneven: while national averages suggest stability, localised trends highlight how affordability pressures can intensify or ease quickly depending on timing and location.
December 2025:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,039 | £31,170 |
| Northern Ireland | £945 | £28,350 |
| Wales | £1,104 | £33,120 |
| East Midlands | £1,044 | £31,320 |
| East of England | £1,322 | £39,660 |
| London (inner and outer London) | £2,125 | £63,750 |
| North East | £993 | £29,790 |
| North West | £1,121 | £33,630 |
| South East | £1,536 | £46,080 |
| South West | £1,483 | £44,490 |
| West Midlands | £1,087 | £32,610 |
| Yorkshire and Humberside | £1,031 | £30,930 |
December 2024:
| Location | Average rental price 2024 | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,036 | £31,080 |
| Northern Ireland | £871 | £26,130 |
| Wales | £1,069 | £32,070 |
| East Midlands | £1,019 | £30,570 |
| East of England | £1,335 | £40,050 |
| London (inner and outer London) | £2,180 | £65,400 |
| North East | £963 | £28,890 |
| North West | £1,127 | £33,810 |
| South East | £1,573 | £47,190 |
| South West | £1,489 | £44,670 |
| West Midlands | £1,073 | £32,190 |
| Yorkshire and Humberside | £1,043 | £31,290 |
Change seen in the average salary required year on year:
| Location | December 2024 – typical annual salary needed to secure a home (before tax and deductions) | December 2025 – typical annual salary needed to secure a home (before tax and deductions) | % change in salary needed |
| Scotland | £31,080 | £31,170 | +0.3% |
| Northern Ireland | £26,130 | £28,350 | +8.5% |
| Wales | £32,070 | £33,120 | +2.8% |
| East Midlands | £30,570 | £31,320 | +2.5% |
| East of England | £40,050 | £39,660 | -1% |
| London (inner and outer London) | £65,400 | £63,750 | -2.5% |
| North East | £28,890 | £29,790 | +3.1% |
| North West | £33,810 | £33,630 | -0.5% |
| South East | £47,190 | £46,080 | -2.4% |
| South West | £44,670 | £44,490 | -0.4% |
| West Midlands | £32,190 | £32,610 | +1.3% |
| Yorkshire and Humberside | £31,290 | £30,930 | -1.2% |
Average monthly rental price month-on-month comparison (November 2025 compared to December 2025):
| Location | Average monthly rental price – November 2025 | Average monthly rental price – December 2025 | % change (difference from Nov to Dec) |
| Scotland | £1,053 | £1,039 | -1.3% |
| Northern Ireland | £924 | £945 | +2.3% |
| Wales | £1,182 | £1,104 | -6.6% |
| East Midlands | £1,104 | £1,044 | -5.4% |
| East of England | £1,367 | £1,322 | -3.3% |
| London (inner and outer London) | £2,208 | £2,125 | -3.8% |
| North East | £1,273 | £993 | -22% |
| North West | £1,176 | £1,121 | -4.7% |
| South East | £1,606 | £1,536 | -4.4% |
| South West | £1,578 | £1,483 | -6% |
| West Midlands | £1,167 | £1,087 | -6.9% |
| Yorkshire and Humberside | £1,176 | £1,031 | -12.3% |
Megan Eighteen, president of ARLA Propertymark, commented: “While the private rented sector remains under long-term pressure, recent data shows that some areas have experienced notably sharp falls in rent levels over a very short period. These month-on-month declines suggest a cooling in parts of the market as seasonal demand eases and renters become more price-sensitive.
“However, this should not be mistaken for a broader reset in affordability. Even where rents have dipped, the overall cost of renting remains high relative to incomes, and supply shortages continue to limit choice for tenants. Without meaningful increases in the number of homes available to rent, any short-term softening is likely to be uneven and temporary, rather than a sign of lasting improvement for renters.”
