Marketing your rental property
Tackling discrimination and bidding wars
Some landlords and letting agents still refuse to consider applications from tenants who have children or who receive benefits. Although this practice is already recognised as a form of indirect discrimination under equality law and should therefore be avoided, the Renters’ Rights Act 2025 goes further by making such “blanket bans” explicitly illegal.
Under the new legislation, landlords and agents will no longer be able to state or imply that tenants with children or those in receipt of benefits are not welcome to apply for a tenancy. Instead, all applications must be assessed fairly on an individual basis, taking into account the applicant’s suitability rather than their family circumstances or financial situation.
Find our more in our blog, 'What's happening with rent rises and bidding wars?
As the supply of rental accommodation has failed to keep up with demand across much of the country in recent years, it has become common for tenants to get into bidding wars. The result is that the successful tenant is often simply the one who can afford to pay the most, and the final agreed rent is sometimes far above the original advertised price.
The Act introduces greater protection for tenants and places some control on rents by outlawing bidding wars. Landlords and letting agents will be legally required to publish an asking rent for their property, and banned from asking for, encouraging, or accepting any bids above this price.
The new Act will prohibit blanket “no pets” clauses in tenancy agreements. Under this legislation, landlords will no longer be able to refuse pets without providing reasonable grounds for doing so. Decisions must be considered on a case by case basis, with valid reasons for refusal including the landlord’s headlease prohibiting pets or the property being too small for the size or type of pet. If a tenant disagrees with the landlord’s decision, they have the right to challenge it. Complaints can be raised with the private rented sector ombudsman or if necessary, pursued through the courts.
Earlier drafts of the Act allowed landlords to require tenants to take out pet insurance. However, this provision has since been removed. With landlords no longer able to impose blanket bans on pets or insist on tenant insurance, it becomes especially important for landlords to make their own arrangements to protect their property from potential damage.
Total Landlord offers pet damage protection as an optional add-on to our landlord insurance policies for both new and existing customers. This extension provides cover of up to £2,500 for damage to either the building or its contents and applies to up to three pets. Unlike most pet damage policies, Total Landlord’s product covers both one-off accidental events during the tenancy, and gradual wear and tear caused by pets over time, giving landlords comprehensive protection throughout the tenancy.
Whether you’re letting out one or two properties or managing a buy to let portfolio, you’ll need to plan how to market and advertise your rental property to find and keep the best tenants.
We’ve identified seven steps to your rental property marketing so that you attract and retain your ideal tenants.
