The case study: when delays create problems

One owner had a property let in January 2020 at a monthly rent of £775. Out of goodwill, and because the residents were happy in the property, no rent review was carried out until October 2024. At that point, the rent increased to £840. A second increase was proposed in 2025 to £940, bringing it closer to the true market value. Unfortunately, this created friction.

The residents, who had become used to paying below-market rent, were upset. They raised concerns that such a jump wasn’t fair, saying their wages hadn’t risen by that much and that they now felt penalised.

In reality, the residents had benefited from several years of under-market rent. However, because the increase came all at once, it felt like a shock — and caused unnecessary strain in the relationship.

Why regular reviews matter

This case highlights why Owners should carry out regular rent reviews:

Falling behind the market:

A rent frozen for years can lag hundreds of pounds behind local market values. This affects an owner’s return and can make remortgaging or selling less viable.

Economic shifts:

The property market is constantly changing. Rent levels need to reflect this, just as energy costs, maintenance charges and insurance premiums do.

Fairness for residents:

Small, regular increases are easier for residents to manage. Without them, residents are effectively living in a “false market”, which makes a large adjustment later on feel unfair and overwhelming.

Property upkeep:

Fair rents allow owners to invest in keeping properties in good condition — benefitting residents directly.

Residents’ perspective

It’s important to recognise that sudden rent rises create stress. While many residents understand owners face increasing costs, large hikes of 10% or more in one go can feel impossible to absorb. In fact, some Residents ask for rent reviews themselves because they know their rent is no longer fair compared with the wider market.

By increasing gradually, owners avoid these difficult situations. Residents can plan ahead, remain in their homes longer, and trust that the relationship is balanced.

Our approach

At Maxine Lester, we support owners with regular, fair rental reviews. We analyse the market carefully and ensure increases are introduced in a way that is both legally compliant and considerate. This helps owners maintain income while protecting positive relationships with residents.

Our team are specialists in lettings (and owners ourselves), so we understand the pressures from both sides. By working with us, owners don’t have to worry about misjudging the timing or amount of rent changes — we take care of it.

The bottom line

Avoiding rent reviews might feel easier in the short term, but it often creates bigger problems down the line. Regular, modest increases protect your investment, support good resident relationships, and keep your property financially sustainable.

If you’d like expert guidance on keeping your rental income in line with the market — while maintaining happy residents — get in touch with our team today. We’ll make sure your rents are fair, sustainable and stress-free