Rental price and average salary tracker – October 2025
Regional divergence is increasing in the private rental market
Wales and the North East are experiencing the most acute affordability pressures
• In Wales, the average rent jumped +3.0% month-on-month (from £995 in September to £1,025 in October), however, year-on-year, the typical salary needed to secure a home fell slightly −0.4%, from £30,870 to £30,750.
• In the North East, rents rose +6.1% (from £859 to £911) month-on-month and the required salary dropped −20.6%, from £34,410 to £27,330 year-on-year, signalling a shift in affordability pressures in the region.
London, Scotland, and parts of the South show slight easing in affordability
requirements, though remain among the most expensive regions to rent in
• In London, the typical salary needed fell −3.6% (from £69,780 to £67,290), and rents declined −5.8% month-on-month (from £2,382 to £2,243).
• Scotland saw a −3.4% drop in salary required (from £32,730 to £31,620) and a −3.9% fall in rents (from £1,097 to £1,054).
• In the South East, salary requirements dipped −1.5% (from £45,360 to £44,670) while rents held largely steady (−0.5%, from £1,496 to £1,489).
Midlands and Eastern regions continue to demonstrate relative stability, with modest annual growth and limited rent volatility
• The East Midlands recorded a +1.9% rise in salary requirements (from £30,810 to £31,380) and a +5.6% increase in rents (from £991 to £1,046).
• The East of England remained steady, with salaries up only +0.15% (from £40,080 to £40,140) and rents down slightly (−0.3%, from £1,342 to £1,338).
• The West Midlands saw virtually no change in affordability, with salaries down −0.2% (from £31,590 to £31,530) and rents flat (−0.5%, from £1,056 to £1,051).
This monthly report provides a comprehensive analysis of the current private rented sector in the UK by examining the average agreed rental prices alongside the typical average annual salary required by referencing agencies to affordably rent across the country. 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 for especially for those navigating the dynamic landscape of the UK’s housing market.
October 2025:
| Location | Average rental price | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,054 | £31,620 |
| Northern Ireland | £918 | £27,540 |
| Wales | £1,025 | £30,750 |
| East Midlands | £1,046 | £31,380 |
| East of England | £1,338 | £40,140 |
| London (inner and outer London) | £2,243 | £67,290 |
| North East | £911 | £27,330 |
| North West | £1,095 | £32,850 |
| South East | £1,489 | £44,670 |
| South West | £1,314 | £39,420 |
| West Midlands | £1,051 | £31,530 |
| Yorkshire and Humberside | £995 | £29,850 |
October 2024:
| Location | Average rental price 2024 | Representative average annual salary needed to secure the average-priced home (before tax and any deductions) |
| Scotland | £1,091 | £32,730 |
| Northern Ireland | £892 | £26,760 |
| Wales | £1,029 | £30,870 |
| East Midlands | £1,027 | £30,810 |
| East of England | £1,336 | £40,080 |
| London (inner and outer London) | £2,326 | £69,780 |
| North East | £1,147 | £34,410 |
| North West | £1,079 | £32,370 |
| South East | £1,512 | £45,360 |
| South West | £1,274 | £38,220 |
| West Midlands | £1,053 | £31,590 |
| Yorkshire and Humberside | £950 | £28,500 |
Change seen in the average salary required year on year:
| Location | October 2024 – typical annual salary needed to secure a home (before tax and deductions) | October 2025 – typical annual salary needed to secure a home (before tax and deductions) | % change in salary needed |
| Scotland | £32,730 | £31,620 | -3.4% |
| Northern Ireland | £26,760 | £27,540 | +2.9% |
| Wales | £30,870 | £30,750 | -0.4% |
| East Midlands | £30,810 | £31,380 | +1.9% |
| East of England | £40,080 | £40,140 | +0.15% |
| London (inner and outer London) | £69,780 | £67,290 | -3.6% |
| North East | £34,410 | £27,330 | -20.6% |
| North West | £32,370 | £32,850 | +1.5% |
| South East | £45,360 | £44,670 | -1.5% |
| South West | £38,220 | £39,420 | +3.2% |
| West Midlands | £31,590 | £31,530 | -0.2% |
| Yorkshire and Humberside | £28,500 | £29,850 | +4.7% |
Average monthly rental price month-on-month comparison (September 2025 compared to October 2025):
| Location | Average monthly rental price – September 2025 | Average monthly rental price – October 2025 | Percentage change (difference from Sept to Oct) |
| Scotland | £1,097 | £1,054 | −3.9% |
| Northern Ireland | £928 | £918 | −1.1% |
| Wales | £995 | £1,025 | +3.02% |
| East Midlands | £991 | £1,046 | +5.6% |
| East of England | £1,342 | £1,338 | −0.3% |
| London (inner and outer London) | £2,382 | £2,243 | −5.8% |
| North East | £859 | £911 | +6.1% |
| North West | £1,131 | £1,095 | −3.2% |
| South East | £1,496 | £1,489 | −0.5% |
| South West | £1,242 | £1,314 | +5.8% |
| West Midlands | £1,056 | £1,051 | −0.5% |
| Yorkshire and Humberside | £997 | £995 | −0.2% |
Megan Eighteen, President of ARLA Propertymark (Association of Residential Letting Agents), comments:
“Rents have risen across many parts of the UK, but the market remains active and resilient, underpinned by strong tenant demand.
“Supply is under pressure, with some landlords leaving the sector due to rising costs and regulatory changes, while new professional landlords are entering the market and investing for the long term, helping to bring much-needed stock back into circulation. However, this may not be enough to meet ongoing, growing demand, and support is needed to encourage further investment.
“Rising operational costs, from energy efficiency requirements to maintenance and insurance, are influencing rent levels, but agents and landlords are working hard to keep tenancies fair, sustainable, and stable.
“With the right policy support and continued investment, the private rental sector can continue to provide high-quality homes for tenants while remaining a viable and attractive market for landlords.”
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