If you’re still pricing your service like all you do is collect rent, it might explain why some landlords don’t see your true value. For years, many letting agents have sold themselves short: “We’ll find a tenant, collect the rent, and handle the odd call.” It was a simple pitch that worked when life was simpler. But today, that pitch isn’t just outdated, it’s dangerous.
The game has changed in 2026. Sweeping rental reforms are coming in, and the legal crosshairs on landlords (and by extension, their agents) have never been sharper. The Renters’ Rights Act is rewriting the rulebook. One slip, a missed safety check, a mishandled notice and it can land your landlord (and you) in hot water. Landlords need more support, not less, and it’s our job to step up and provide it.
While the workload and risk have doubled, too many agents are still charging and acting like nothing’s changed. This is the moment to rethink how we position our value and our fees.
The risk has changed. So should your pitch.
Let’s face it, the lettings landscape today is a different beast. The safety net of a quick Section 21 eviction is disappearing. In its place comes a laundry list of compliance hurdles and potential pitfalls. Consider what’s now on a letting agent’s plate:
In short, the risk environment has exploded. And with greater risk comes a greater need for professional guidance. Every conversation with a prospective landlord should center on this new reality. Are you telling them about the minefield you’ll navigate on their behalf? Because you should be.
Landlords Need More Support, Not Less
It’s tempting for landlords to think about cutting costs right now. Higher interest rates, rising expenses – some are asking, “Do I really need a letting agent, or can I DIY and save a few quid?” It’s on us to firmly, confidently, change that narrative. In this climate, going it alone isn’t just risky; it’s a potential disaster.
Our job as letting agents is to make sure landlords understand that our fee is not a cost; it’s an investment in peace of mind. We’re the ones who keep up with the legislation, so they don’t have to. We’re the buffer between a complicated law and a costly mistake. We’re the advisor who will tell them “Actually, you can’t serve that notice yet, here’s the right way to do it” before they learn the hard way in court.
In a world where every tenancy could turn into a courtroom drama or a regulatory quagmire, a great agent is a landlord’s best ally. You don’t just find tenants, you protect your client’s income, sanity, and reputation. That’s a far cry from “just collecting rent.” It’s our responsibility to shout about this value from the rooftops.
So the next time a landlord raises an eyebrow at your full management fee, paint them a picture of the alternative: “Mr. Landlord, you could manage on your own. But if (more like when) something goes wrong, do you know exactly what law changed this year, or how to avoid that £5,000 fine? I do, it’s my job to know.”
Many of us in this industry have been guilty of underselling ourselves at some point. Maybe out of fear of losing business to a cheaper competitor. That ends now. If you see yourself as just a rent collector, don’t be surprised when landlords treat you like one.
The reality is you’re doing far more than that, so make sure your fees (and your own mindset) reflect it. Here’s how you can start proving your worth and reinforcing your value proposition:
None of this is about gouging clients or charging for nothing. It’s about charging fairly for something real:c an expanded, essential service that saves landlords from costly mistakes and gives them genuine peace of mind. When you communicate it that way, your value becomes crystal clear.
Final Thought: Step Up and Show Your Worth
If your plan for the coming year is to keep being the cheapest agent in town and doing the bare minimum, prepare for a rough ride. Landlords who only care about low fees will either learn their lesson the hard way or drift to the next discount agent until something blows up. That’s not a sustainable client base for you.
But if you’re ready to step up, embrace your role as a true property professional, and charge what you’re truly worth, you’ll find the right landlords are more than willing to pay for peace of mind. They’ll stick with you for the long haul, because you’ve shown them you’re not an optional expense, you’re an indispensable partner.
So stand tall, refine your pitch, and charge like the professional problem-solver you are. You do far more than just collect rent, and it’s time everyone, especially you, acknowledges it. Because in 2026, the agents who thrive will be the ones who prove their value and make no apologies for it.
Now go out there and show that you’re the partner landlords can’t do without. After all, they need more support, not less – and you’re just the superstar to provide it.
Rachel Ollington, a former letting agency owner, is a consultant and coach at the Estate Agency Consultancy.