Renters in London and the South East now need to spend less of their pay on rent, according to the latest affordability data from Propertymark.
The regions saw the sharpest dips year-on-year in the gross average salary needed to rent the average home in that area; London saw a 4.2% drop to £71,460, while the South East saw a fall of 2.9% to £44,880.
The average annual salary needed to rent a home is calculated based on the average required salary to pass referencing checks in the UK, at 30 times the monthly rent. This is then based on the average monthly rental price within that location.
Yorkshire and Humberside saw average rent levels increase by 8%, from £923 in September 2024 to £997 in September 2025, where renters would need to earn £29,910. Northern Ireland saw a 3.7% increase in the average required annual salary - £27,840 – with rents now averaging £928.
Meanwhile, the average rental price in Scotland has dropped by 4.6% month-on-month from £1,150 in August to £1,097 in September. Renters there would need to earn £32,910 to secure a house.
The UK average rent is now £1,514, meaning that renters would need to earn £45,420, with rents down -3.5% on a year ago. The North East came in as the most affordable place to rent, at £859 a month, requiring an average salary of £25,770.
Megan Eighteen, president of ARLA Propertymark, says affordability pressures have begun to push against rental growth, particularly in London and the South East. “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,” adds Eighteen. “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.”
Tags:
Comments