But agrees rents are 4.4% below advertised

London advertised rents grew 7.6% in October compared to the same period last year, hitting £2,401 and marking the sixth month of year-on-year growth since the Renters’ Rights Act came into force in May. The figure was up from 6.1% in September.

Across August, September and October, advertised rents were around 8% above the same three months of 2025.

The figures, for properties listed in Greater London by Hello Neighbour, come as supply continues to be squeezed.

Zoopla’s recent Rental Market Report, published in September, showed a 6% fall in the number of homes available to rent in the capital than a year ago and 13% lower in inner London.

Hello Neighbour said demand was steady but below earlier years. It received 30 enquiries per property in October 2026, down from 34 in September and compared to 21 last October. However, it said June and October were the only months this year to have seen year-on-year growth compared to 2025 and that across the year demand has been steady rather than building.

Higher rents at the outset

Richard Jenkins, CEO and co-founder of Hello Neighbour, said landlords were setting higher rents to combat new restrictions. “Since 1 May, landlords cannot accept offers above the advertised asking price, and rent increases are limited to once a year, which has encouraged landlords to list higher at the outset. Many of the conversations we are having with landlords support this,” he said.

Pricing matters, he warned. The company’s analysis of London listings found more than half of a listing’s viewings requests happen in the first week of listing.

The company said that across properties it listed between August and October that have since let, agreed rent was 4.4% below the advertised rent. Jenkins said he expects agreed rents to rise more slowly than advertised rents, with hard negotiation on opening rents for the rest of the year.

“We do not expect demand to rise much from here, and with affordability where it is, we expect agreed rents to keep trailing asking prices,” he said.