Rental price and average salary tracker – October 2026
Rental prices rise across most regions as affordability pressures persist
- Average monthly rents increased in eight of the 11 regions between September and October, with Wales recording the largest rise at 31.1%, followed by the North East at 29.8% and the South West at 7.5%. Scotland, London and the North West were the only regions to record monthly falls.
- Annual affordability deteriorated in eight regions, with the representative salary required to secure an average-priced rental increasing year-on-year. Scotland recorded the largest rise at 3.2%, followed by Wales at 3.0% and the South West at 2.5%.
- There were some encouraging signs in three regions, with the annual salary requirement falling in the North East by 6.1%, the East Midlands by 2.8% and the North West by 1.1%, suggesting improved affordability compared with October 2025.
- London continues to have the highest affordability threshold, with a representative annual salary of £69,660 required to secure an average-priced rental. This compares with £29,130 in Yorkshire and Humberside, highlighting the substantial regional disparities facing renters.
- Overall, October’s figures point to renewed upward pressure across much of the private rented sector. With monthly rents rising in the majority of regions and annual salary requirements increasing in most areas, affordability remains a significant challenge for prospective tenants, despite improvements in a small number of regions.
This monthly report provides a comprehensive analysis of the current private rented sector by examining the average agreed rental prices alongside the typical average annual salary required by referencing agencies to affordably rent across various regions. By exploring these key indicators, we aim to shed light on the affordability and accessibility of private rented housing relative to income levels, offering valuable insights, especially for those navigating the dynamic landscape of the UK’s housing market.
October 2026:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,094 | £32,820 |
| Wales | £1,304 | £39,120 |
| East Midlands | £1,014 | £30,420 |
| East of England | £1,364 | £40,920 |
| London (inner and outer) | £2,322 | £69,660 |
| North East | £1,132 | £33,960 |
| North West | £1,079 | £32,370 |
| South East | £1,506 | £45,180 |
| South West | £1,350 | £40,500 |
| West Midlands | £1,064 | £31,920 |
| Yorkshire and Humberside | £971 | £29,130 |
October 2025 (for comparison):
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,060 | £31,800 |
| Wales | £1,266 | £37,980 |
| East Midlands | £1,043 | £31,290 |
| East of England | £1,343 | £40,290 |
| London (inner and outer) | £2,275 | £68,250 |
| North East | £1,205 | £36,150 |
| North West | £1,091 | £32,730 |
| South East | £1,498 | £44,940 |
| South West | £1,317 | £39,510 |
| West Midlands | £1,055 | £31,650 |
| Yorkshire and Humberside | £963 | £28,890 |
Change seen in the average salary required year-on-year:
| Location | October 2025 – typical annual salary needed to secure a home (before tax and deductions) | October 2026 – typical annual salary needed to secure a home (before tax and deductions) | % change in salary needed |
| Scotland | £31,800 | £32,820 | +3.2% |
| Wales | £37,980 | £39,120 | +3.0% |
| East Midlands | £31,290 | £30,420 | -2.8% |
| East of England | £40,290 | £40,920 | +1.6% |
| London (inner and outer) | £68,250 | £69,660 | +2.1% |
| North East | £36,150 | £33,960 | -6.1% |
| North West | £32,730 | £32,370 | -1.1% |
| South East | £44,940 | £45,180 | +0.5% |
| South West | £39,510 | £40,500 | +2.5% |
| West Midlands | £31,650 | £31,920 | +0.9% |
| Yorkshire and Humberside | £28,890 | £29,130 | +0.8% |
Average monthly rental price month-on-month comparison (September 2026 – October 2026):
| Location | Average monthly rental price – September 2026 | Average monthly rental price – October 2026 | Percentage change (difference from August to September) |
| Scotland | £1,134 | £1,094 | -3.5% |
| Wales | £995 | £1,304 | +31.1% |
| East Midlands | £991 | £1,014 | +2.3% |
| East of England | £1,354 | £1,364 | +0.7% |
| London (inner and outer) | £2,415 | £2,322 | -3.9% |
| North East | £872 | £1,132 | +29.8% |
| North West | £1,109 | £1,079 | -2.7% |
| South East | £1,491 | £1,506 | +1.0% |
| South West | £1,256 | £1,350 | +7.5% |
| West Midlands | £1,062 | £1,064 | +0.2% |
| Yorkshire and Humberside | £961 | £971 | +1.0% |
Kim Lidbury, President of ARLA Propertymark (Association of Residential Letting Agents), comments:
“The October figures highlight the continued challenges facing renters across much of the UK, with average monthly rents increasing in eight of the 11 regions. The particularly sharp rises recorded in Wales and the North East stand out, demonstrating how quickly rental costs can change and the differing pressures experienced across the country.
“Looking at affordability over the longer term, the picture is similarly challenging. The salary required to secure an average-priced rental has increased in eight regions over the past year, with Scotland, Wales and the South West seeing the largest increases. This reinforces the fact that rental costs continue to place pressure on household incomes, even where some regional improvements have been recorded.
“There are, however, some positive signs. The North East has seen the largest annual improvement in affordability, with the representative salary required falling by 6.1%, while the East Midlands and North West have also recorded reductions. These differences highlight how varied the rental market remains across the UK.
“Ultimately, improving affordability will require a sustained focus on increasing the supply of good-quality rental homes. Supporting responsible landlords to remain in the sector and invest in their properties, while addressing the wider shortage of housing, will be essential to creating a more balanced and sustainable private rented sector for tenants.”
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