The way rental properties are marketed and agreed is about to change significantly. Under the Renters’ Rights Act 2025, a rental bidding ban will be introduced, meaning landlords and letting agents must advertise a fixed rent and cannot accept offers above it.
While this removes a common pricing strategy in high-demand markets, it also creates an opportunity. This means success will no longer come from securing the highest offer, but from building a more structured, reliable lettings approach.
At Lovelle, we are already helping landlords make this shift from price-led decision-making to processes that support steady, long-term income.
Related: Letting compliance: Renters’ Rights Act 2025 guidance
Why the shift away from bidding wars matters
In recent years, strong demand has often led tenants to offer more than the asking rent to secure a home. Once the new rules come into force, that will no longer be permitted.
The advertised rent becomes the agreed rent. You cannot invite, encourage or accept higher offers, even if a tenant volunteers to pay more.
Local councils will enforce these rules, and under the new framework, they can issue civil penalties where breaches are identified. This means landlords need to rethink how they secure the best outcome from a letting, not by maximising price through competition, but by reducing risk and improving consistency.
With price competition removed, the focus shifts to how well your lettings process performs.
Start with a rent that supports long-term income
A successful letting now begins with getting the asking rent right.
A well-judged figure should reflect:
- Comparable local properties
- Condition and presentation
- Tenant demand in your area
- The type of tenancy you want to attract
Once the property is advertised, the rent should remain consistent across listings, viewings and all communications.
Rather than aiming for the highest possible figure, the priority should be a sustainable rent that minimises void periods and supports long-term occupancy.
Replace price competition with stronger tenant screening
With bidding removed from the process, tenant selection becomes the key driver of success.
A structured screening approach should include:
- Affordability checks based on income
- Credit history and referencing
- Employment stability
- Previous landlord feedback, where available
This is where landlords can create real value. A reliable tenant who pays consistently and stays longer often delivers better returns than a higher rent achieved through short-term competition. For example, selecting a tenant with stable employment and a strong referencing profile is often more valuable than accepting a higher rent from a less certain applicant.
At Lovelle, we encourage landlords to focus on suitability, not on who is willing to pay more.
Related: A key change for self-managing landlords now in effect under the Renters’ Rights Act
Keep marketing clear, consistent and compliant
The new rules apply to all written communications, including property portals, emails, text messages and social media.
To remain compliant:
- Advertise a single, fixed rent (not a range)
- Avoid wording that suggests negotiation or competition
- Keep the rent consistent across all platforms and conversations
- Do not reference other applicants’ offers or levels of interest
Local councils may review listings, screenshots and correspondence when assessing compliance. Clear, consistent messaging reduces risk.
Reduce voids by improving your lettings process
Once your pricing and tenant selection approach are in place, the next priority is reducing void periods.
Without bidding wars accelerating decisions, efficiency matters more than ever.
Consider:
- Preparing compliance documents in advance
- Responding promptly to enquiries
- Running structured, well-managed viewings
- Progressing suitable applicants without delay
A smooth, well-organised process helps secure tenants faster, reduces delays between tenancies and keeps your rental income consistent.
Related: Ending a tenancy under the Renters’ Rights Act: possession grounds for landlords from May 2026
Build a more predictable rental strategy
Together, these changes, like accurate pricing, better screening and a more structured lettings process, support a more predictable rental strategy.
This includes:
- Planning income based on realistic rents
- Focusing on tenant retention
- Reducing turnover and re-marketing costs
- Aligning rent reviews with long-term tenancy goals
With local councils responsible for enforcement, consistency is more important than ever.
A more stable way to grow your rental income
The removal of rental bidding may feel like a limitation at first. In practice, it creates a more level playing field, one where success comes from good management rather than aggressive pricing.
The focus is no longer on winning bidding wars, but on selecting the right tenant and building consistent income.
By setting the right rent, improving tenant screening and maintaining a clear, structured process, landlords can achieve steady, reliable returns over time.
If you would like support reviewing your rental strategy, refining your tenant selection process or preparing for the upcoming changes, your local Lovelle team is here to help.
