Rental squeeze in North West signals buyer delays

Renters faced the toughest competition for homes this summer in the North West of England, according to new data from Rightmove, as landlords in Merseyside fielded 30 enquiries for every available property.

The UK's largest property platform found that Wallasey and Birkenhead, both on the Wirral, were Britain's joint most competitive rental markets during July and August, with average rents of £975 and £874 per calendar month, respectively. Carlisle, in Cumbria, ranked third with 29 enquiries per listing, while Glasgow and East Kilbride completed the top five.

Rightmove's analysis, which ranked 1,000 locations across Great Britain, found that six of the top 10 hotspots were in the North West and three were on the Wirral. Scotland recorded the highest average level of competition nationally, at 19 enquiries per property, ahead of the North West's 16. Nationally, rental properties attracted an average of 11 enquiries during the two months, down from a peak of 28 in the same period in 2022 but still above the pre-pandemic average of eight, Rightmove said.

Source: Rightmove

Renters citing affordability

Colleen Babcock, Rightmove's property expert, said: "July and August are typically the busiest months of the year for the rental market, and our analysis shows that competition remains particularly strong in some parts of Great Britain. While rental supply has rebalanced compared with previous years, there are still locations where each available home attracts high numbers of enquiries from prospective tenants.

“The North West features particularly prominently in our findings, accounting for six of the ten most competitive locations, while Scotland recorded the highest average level of competition anywhere in Great Britain.

“For renters, the findings are a reminder that competition can still be strong in many areas, despite the improvement in supply in recent years. Starting a search early and being ready with the information an agent or landlord may need can help put renters in the best possible position when a suitable property becomes available."

Responding to the findings, Kim Ledbury, president of ARLA Propertymark, said: "Considering rental costs have increased substantially over the last decade, many tenants are now looking at areas of greater affordability than ever before, particularly as advancing technology makes it easier for people to work remotely or in hybrid locations without having to locate themselves in or near larger towns and cities.

“For many, this increased flexibility means that living further away from traditional employment centres can provide an opportunity to manage housing costs while still maintaining access to employment. Renting has become increasingly popular for many because of the flexibility it can offer and of course, the real-world challenges many people currently face when trying to save a deposit to potentially buy a home. For those who are not yet in a position to purchase, renting can provide an important degree of choice and flexibility while they consider their longer-term housing options."

Deposit data adds context for brokers

Separate analysis of HM Land Registry's UK House Price Index by online estate agent emoov found the average UK house price stood at £267,957 in February 2026. A 20% deposit on a home at that price would total £53,591, though mortgage products are available with deposits as low as 5%, equivalent to £13,398.

Nick Neale, a property expert at emoov, said: "Too many first-time buyers still believe they need a 20% deposit to buy a home, which on the average UK property means saving more than £53,000 upfront. It is no surprise that many feel priced out before they have properly explored their options.

“A bigger deposit can certainly help secure better rates, but buyers should not confuse that with the idea that 20% is always the minimum required. The smartest move is to get advice early, understand the deposit options available, and budget for the wider costs of buying a home, not just the deposit."

Separate UK House Price Index data published last week showed Nationwide's measure of house prices rose 0.2% month-on-month in August, taking annual growth to 1.6%, while Rightmove's own asking-price index fell 2% over the same month. Nationwide reported in January that a 10% deposit on a typical first-time buyer property stood at around £23,000, a sum it said would take nearly six years to save at current rates.

Rightmove measured enquiries as instances of a prospective tenant phoning or emailing a letting agent to request a viewing. Locations were required to have at least 25 new rental listings and 25 agreed rental transactions to qualify.