A housing association has launched a new brand for its private rental business – and has dropped tenants’ fees.

Until now, Notting Hill Housing has charged tenants.

However, with the launch of Folio London, it has decided to stop levying the charges – typically £300.

Chief operating officer Andy Belton said: “Tenants are already having to stretch themselves to find a deposit, and having to find another £300 really was, in our view, an irritant.

“There will be those who say that in dropping fees, we would have to raise rents. Certainly, rents have gone up but by £1 or so – it is that sort of level, nothing more.”

Notting Hill Housing launched a private rental business in 2007 and currently has an 800-home portfolio.

It is planning to extend this significantly over the next few years, with the addition of a further 1,000 private rental units over the next five years.

Folio London is run by a team who are being put through ARLA exams, while the business itself operates online.

The service allows customers to arrange viewings, agree lettings, make rental payments and report repairs via its website.

Folio London will also offer assured shorthold tenancies of up to three years.

Belton said: “It’s important that we distinguish our offer in London’s very competitive private rented sector.

“Our approach is straightforward – there’s no hard-sell from our dedicated team as we don’t work on commission.”

As with Notting Hill Housing’s other commercial businesses, profits from Folio London will be reinvested to create more homes.