Regional divide widens as rents rise in certain areas but cool in others

Despite London and the South East seeing a drop in the salary required to rent, regional differences remain, with rents continuing to rise across parts of the UK.

According to Propertymark’s rental price and average salary tracker, London and the South East recorded the sharpest year-on-year declines in the average salary needed to rent a typical home, with London falling 4.2% and the South East 2.9%

However, in many other regions of the UK, affordability pressures continue to persist.

Average salary required to rent in Yorkshire and Humber rose by 8%

Propertymark’s findings reveal that despite a drop in London and the South East, Yorkshire and the Humber saw average rent levels increase by 8%, rising from £923 in September last year to £997 in September this year.

The average salary required to rent in Yorkshire and the Humber also rose by 8% year-on-year, from £27,690 to £29,910 in 2025.

Northern Ireland recorded a 3.7% rise in the average required annual salary, increasing from £26,850 to £27,840, while the North West saw a 2.2% uplift, from £33,210 to £33,930.

Affordability is still a key driver

Megan Eighteen, president of ARLA Propertymark (Association of Residential Letting Agents), said: “The latest data highlights a clear softening in rental prices across much of the UK, particularly in London and the South East, where affordability pressures have begun to push against rental growth. The 4.2% drop in the salary required to rent in the capital reflects a rebalancing in tenant demand and landlord pricing strategy, likely influenced by cost-of-living pressures and increased supply in some urban markets.

“However, regional variation remains significant. Yorkshire and Humberside’s 8% annual increase in rent levels points to growing demand and potentially undersupplied rental stock in those areas. For landlords and investors, this underlines the importance of a granular, region-by-region view when making portfolio decisions. Affordability is still a key driver, and we’re likely to see further shifts as interest rates, tenant budgets, and broader economic conditions evolve into 2026.”