Pricing rent: the gap between Rightmove and reality

Asking rents on Rightmove are not achieved rents. The actual rent is usually 2-7% lower (more in slower markets).

How to research

1. Find 8-10 truly comparable properties (same number of beds, similar postcode, similar condition).
2. Note the asking rent.
3. Check how long they've been listed. A property at £1,600/month listed for 8 weeks is overpriced.
4. Discount by 3-5% to estimate achievable rent.
5. Check the Office for National Statistics (ONS) Index of Private Housing Rental Prices for your region's recent change.

When to undercut

• A 1-2 week void is more expensive than 5% off the rent for a year (£180 saved/month vs £1,500 lost upfront).
• Your property has unusual features (small, no parking) that narrow the audience.

When to hold firm

• Strong local demand (offers within 24 hours of listing).
• Property is in unusually good condition.
• You've added something material (new kitchen, EPC C, parking).

A good rule of thumb

List at the highest comparable asking rent. If you have 0 enquiries in 7 days, drop 5%. Repeat once.

Track it in havelo

Update the rent on the property record (/dashboard/properties) and the dashboard income projection follows. Historic rents stay on the record so you can see your year-on-year trajectory.