Letting agents must evolve to stop landlords selling up – Agent Rainmaker

As the Renters’ Rights Act edges closer to coming into force, many landlords are deciding now is the time to sell.

However, one organisation is urging letting agents to help prevent landlords from selling up by evolving and adapting their approach.

Agent Rainmaker says it’s time for letting agencies to step up and help support landlords.

Stop landlords from selling

According to Simply Business, more than a third of landlords could quit the private rented sector within the next year as the Renters’ Rights Act creates uncertainty.

Agent Rainmaker says this trend is creating pressure for letting agents, with supply continuing to shrink.

Ali Durrant from Agent Rainmaker is now encouraging letting agents to adapt their strategies and offer more proactive support to landlords.

He said: “If letting agents want to truly thrive in this industry, you need to stop your landlords from selling. And that means taking a good, hard look at what you’re doing to help them, offering new services so that they aren’t left with the only option to sell up, and evolving your approach to keep that stock in the market.”

Why landlords are selling

Mr Durrant says it’s important for letting agents to understand why landlords are selling.

He explains: “Key concerns may be around rising costs, including mortgage rates, maintenance, and taxes, and/or increasing regulation, particularly around energy efficiency standards and the much-anticipated Renters’ Rights Act, all of which can make the prospect of owning and renting out properties more challenging.

“Add to these the stresses of day-to-day management and it’s easy to see why some landlords, particularly smaller landlords, consider selling up.

“Other reasons may be landlords wanting to review their investment strategies, simplify their lives, or plan for retirement, all of which can lead to portfolio reduction or exits from the market.”

He adds agents can take proactive steps to keep landlords in the market.

He said: “Agents who evolve beyond the purely transactional model can offer more than basic property management, they can provide reassurance, guidance, and a long-term strategy.

“One practical way to do this is by scheduling regular check-ins with landlords, reviewing market trends, and exploring alternative approaches before they even consider selling.  By proactively addressing their concerns and showing them the long-term potential of their investments, agents can make selling feel unnecessary.”

Letting agents need to go beyond the basics

Another recommendation includes supporting landlords by not just managing their properties but helping them maximise investment in their properties.

Mr Durrant explains: “The new generation of investors isn’t looking for someone to just tick boxes or collect the rent, they’re looking for a partner who genuinely helps them make their investments work harder.

“They want to maximise returns, navigate ever-changing regulations with ease, and ensure solid plans for the longer term.  To stand out, letting agents need to go beyond the basics and become indispensable, offering services that solve landlords’ biggest headaches, reducing risk, saving time, and creating more consistent (and enhanced) income.

“That might mean supporting landlords to increase rental fees, plan refurbishments, manage compliance, and/or help shape a growth strategy.  Letting agents who do this don’t just manage properties – they become a landlord’s trusted and valued partner who they simply can’t imagine running their portfolio without.”

Mr Durrant adds the most important way to stop existing landlords from selling and encouraging new landlords to trust agents with their portfolios ultimately starts from inside the letting agent’s business.

He said: “It means training your team to confidently handle conversations around compliance, profitability, and long-term strategy.   It means embracing technology that saves time, streamlines operations, and supports consistent marketing.  And it means using targeted marketing to ensure you’re saying the right things to the right landlords at the right time.

“Alongside this, there’s a crucial mindset shift for letting agency owners, stepping out of the day-to-day operations and into a growth-led, business leader role.”