At M A S O N S, we’ve been keeping a close eye on how the rental market is evolving – both nationally and right here in Hitchin and across Hertfordshire and Bedfordshire. The latest data from Rightmove’s Q2 2025 Rental Trends Tracker confirms what we’ve been seeing on the ground: the market is still strong, but it’s shifting. For landlords, that means opportunity, but also the need for a smarter, more strategic approach to property investment and management.
If you’re a landlord in Hitchin or the surrounding areas, this update is for you.
Rents Hit a New High – But the Heat Is Easing
This quarter, the average asking rent outside London has reached a record high of £1,365 per calendar month — up 1.2% from Q1 and 3.9% compared to the same time last year. In London, it’s even higher at £2,712 pcm. But what’s more interesting is the rate of change: rents are still rising, but more slowly.
For context, over the past five years, the average tenant is now paying over £400 more per month, a 44% increase. But while the pandemic years of 2021–22 saw breakneck rental growth, the market is now starting to cool. That’s good news for affordability — but it also signals a more competitive landscape for landlords.
Local Spotlight: Hertfordshire & Bedfordshire
In Hertfordshire, the picture is mixed. The standout performer is Watford, where average rents have jumped 11% year-on-year, reaching £1,848 pcm. This demonstrates the region’s ongoing strength, particularly in commuter-friendly towns with access to London and excellent local infrastructure.
While Rightmove doesn’t publish Hitchin-specific figures, our team at M A S O N S continues to see strong demand for well-located, well-maintained homes, particularly three bedroom houses which are letting faster than apartments. Family homes remain in demand, but tenants are increasingly price-conscious and prepared to wait for the right deal.
In Bedfordshire, the story is similar: solid yields, consistent demand in the commuter belt, and a strong appetite from professional tenants.
More Homes on the Market, Longer to Let
Nationally, the number of available rental homes is up by 15% year-on-year, while tenant demand has eased by 10%. As a result, the number of enquiries per listing has dropped from 16 to 11. In practical terms, that means it now takes longer to secure a tenant, 25 days on average, up from 21 a year ago.
Locally in Hitchin, we’re seeing this too. The days of multiple offers within 48 hours are largely behind us. Now, tenants have more choice, and they’re using it — which means landlords need to work harder to stand out. That starts with accurate pricing and excellent presentation, but it also requires responsive, professional management to attract and retain quality tenants.
Buy-to-Let Bounceback: Is Now a Good Time to Invest?
There’s been a clear uptick in landlord confidence. Buy-to-let lending is up 17% this year, with new purchases up 28%, according to UK Finance. That’s a major shift — and a sign that landlords are adapting, not exiting.
In the East of England, yields have risen to 6.1%, up 0.2% in the last year. These are healthy figures, and for landlords thinking about expanding their portfolio, buy to let in Hitchin remains a sound long-term investment — particularly given the town’s excellent schools, fast rail links, and ongoing regeneration.
What This Means for Landlords in Hitchin
The market may be cooling slightly, but it’s far from cold. In fact, we believe this is a more sustainable and predictable phase, one where well-prepared landlords can really excel.
To succeed, landlords must:
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Price realistically from the outset to avoid unnecessary voids
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Present properties to a high standard — tenants now have more options and are less willing to compromise
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Actively manage tenancies to keep properties compliant, reduce arrears, and build long-term value
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Plan ahead — regulation, tax, and economic conditions are all evolving, and a strategic approach pays off
This is where professional property management in Hitchin makes all the difference. At M A S O N S, we take care of everything, from marketing and compliance to tenant screening and ongoing management. Our local knowledge and personal service help landlords stay ahead of the curve, even in a shifting market.
Why Choose Masons for Property Management in Hitchin?
We’re not just another agent. We’re an established, independent business based right in the heart of Hitchin, with deep roots in the local community. Our team lives and works here. We know the schools, the commuter lines, the best streets, and the changing dynamics of each neighbourhood.
Whether you’re managing a single flat or a high end detached home, we’ll ensure your property performs, with fewer voids, better tenants, and more peace of mind.