Rents are up – but let’s talk context

Let’s start with the headline: rents across our Cambridgeshire portfolio have gone up 29% since 2019. That’s big. Two-beds, which make up 40% of our stock, performed particularly well. And four-beds? Up 31%. These are real figures from local properties – not national averages, and not guesswork.

Can people still afford to rent?

Short answer: yes, locally they can.

Despite national headlines about unaffordable rents, the average household income in places like PE27 sits between £40,000 and £45,000 – which means the average local rent of £1,100 per month is within normal affordability levels.

Kate made a great point during the webinar: national stats often don’t reflect local reality. While just 2.5% of UK rentals are considered affordable on housing benefit, 38% of renters in Cambridgeshire get some form of Local Housing Allowance – and the local economy can support that.

Let’s bust a few myths

We tackled some common landlord worries, and here’s what we found:

Myth: “It’s not worth being a landlord anymore.”

Fact: Our clients have seen 29% rental growth since 2019. That’s a solid return – if you’re managing it properly.

Myth: “Rents are completely unaffordable.”

Fact: Referencing shows that local residents are still well within affordability criteria.

Myth: “Landlords are leaving in droves.”

Fact: We’ve seen a 15% increase in new rental listings this year –  and many sellers are coming back to letting.

Income and rent: why postcodes matter

What someone can afford in CB1 isn’t the same as PE27 — and that’s okay. Here’s a quick guide:

• CB1 (Cambridge): Household income £57,000–£72,000
• PE27 (St Ives/Huntingdon): £40,000–£45,000

So, when you’re setting rent, match it to local incomes. That’s how you stay competitive and keep good tenants.

Why do residents really leave?

We dug into 195 notices we received in the past year. Guess what?

Only 7% mentioned rent increases. Most moved for personal reasons – relocation, buying a house, or needing space. And where rent was mentioned, it was usually linked to unresolved maintenance issues, not just the number on the lease.

Only 4.5% of residents were asked to leave by landlords – and that number hasn’t changed in five years.

The return of the reluctant seller

We’ve seen 37% of owners who tried to sell come back to renting. Why?

• Sales took too long
• Offers were too low
• They lost rental income — around £15,000 on average while the home sat empty

Turns out, renting is still the more reliable option.

Tenant demand: still high (just slightly less frenzied)

Between 2019 and 2024, we saw demand more than double – with some properties getting 50+ inquiries. Things have calmed slightly in 2025, but demand is still higher than pre-COVID, and we’re using smarter tools to manage it.

Final word: don’t panic, do plan

From the data we looked at during the webinar rental ownership continues to deliver strong returns – but only if you’re making decisions based on real data. Bottom line? The local rental market is strong, stable, and full of opportunity – if you’ve got the right strategy and support.