Letting agents are being offered a new way to assess rental pricing using data showing which properties prospective tenants reject.
Proptech firm nHabit has launched an agent-facing pricing tool following changes introduced by the Renters’ Rights Act.
The platform uses rental demand and rejection data by postcode and property type. It aims to help agents and landlords set asking rents more accurately before marketing begins.
The launch follows the first phase of the Renters’ Rights Act coming into force on 1 May.
Under the new rules, landlords and agents cannot accept offers above the advertised rent.
Changes to rent increases and the abolition of Section 21 have also altered how landlords can manage tenancies once renters move in.
As a result, nHabit argues that getting the initial asking rent right has become increasingly important.
Its new tool draws on data generated through the company’s consumer property app.
Rather than focusing solely on properties renters show an interest in, nHabit records homes that users reject during their search.
The company says this can provide agents with additional information about where asking rents, property characteristics or locations may be deterring prospective tenants.
Agents can analyse the data according to postcode and property type.
nHabit argues that most major property portals primarily collect information about homes renters engage with. It believes rejection data can provide another indicator of demand and pricing sensitivity.
The consumer app launched in February 2026.
According to nHabit, it is on course to reach 10,000 London users by the end of September, with between 150 and 300 people currently joining each day.
The company says early usage also indicates that renters are weighing up more than headline rents when choosing homes.
Location, property quality, transport connections and longer-term affordability are among the factors influencing decisions.
The launch comes as letting agents adapt their processes to the Renters’ Rights Act and the tighter rules governing rental pricing.
For agents, the proposition is straightforward: better information about why renters reject properties could help identify an unrealistic asking rent earlier, rather than discovering it after a property struggles to generate interest.
“We will understand renting like Tinder understands dating,” said Steven Charlton, founder of nHabit. “The only way to get that level of understanding is through a swipe mechanism. With swipes you can see what people don’t like, whereas every other platform only captures what people like.”
