Profit was never the whole story, but it’s about to be

Jonathan Rolande, founder of House Buy Fast, argues that the professionalisation of the private rented sector, while well-intentioned, risks displacing the human discretion and personal flexibility that smaller landlords provided, to the detriment of the most vulnerable tenants.

Related topics:  Landlords,  Tenants
Jonathan Rolande | House Buy Fast
8th May 2026
Cash 880

Any sensible observer accepts that rogue landlords are, by definition, indefensible.

Rogue. The clue was there all along.

Damp, disrepair and unsafe conditions are failures. And those failures cause tenants anguish, distress and ill health.

What often gets lost in the noise is who actually made up the private rented sector for much of the past 35 years. Since the arrival of assured shorthold tenancies in the late 1980s, the market has not been dominated by caricatures or property tycoons, but by ordinary people. Families, couples and individuals who bought one or two additional properties as a long-term investment.

Not a public service, although housing people has obviously been an important by-product. And certainly not a charity. In most cases, it was simply a financial strategy designed to strengthen retirement plans or help future generations.

Profit has always been part of that equation, and it would be absurd to pretend otherwise.

But profit and decency were never mutually exclusive.

For years, many landlords developed genuine and functional relationships with tenants. Long tenancies created familiarity, trust and, in some cases, loyalty. A tenant who stayed five or ten years was not just a line on a balance sheet. They became someone known to the landlord.

That relationship often brought flexibility.

The landlord who delayed a rent increase because the tenant had fallen on hard times. The owner who allowed a pet despite the tenancy agreement saying otherwise. The repaint approved without argument because there was mutual respect and common sense on both sides.

Those softer edges rarely make headlines, but they have quietly existed across the sector for decades.

The gradual professionalisation of the rental market is changing that.

Increased regulation, tighter compliance obligations and the growing role of corporate ownership have all introduced greater distance between landlords and tenants. Some of that change is entirely justified. Few reasonable people would argue for weaker safety standards or less accountability.

Tenants now benefit from stronger protections and clearer routes to challenge poor practice. That is a positive development.

But there is also a consequence.

According to recent industry research, 31 per cent of landlords plan to reduce their portfolios within the next two years, with 16 per cent intending to leave the sector entirely.

For many smaller landlords, the calculation no longer works. Higher taxation, rising costs, growing regulation and increased financial risk have fundamentally changed the equation.

As smaller landlords exit, tenants may lose more than housing supply.

They may lose flexibility. They may lose discretion. And they may lose the human element that once sat behind many tenancy agreements.

Institutional landlords and large corporate operators can deliver consistency and efficiency at scale. But they are rarely built around compassion. Decisions are more likely to be driven by policy, process and shareholder return than by personal judgement or long-standing relationships.

That shift will inevitably create a more business-like rental market.

For tenants with perfect references, stable incomes and spotless records, that may not matter.

For poorer tenants, vulnerable renters or those with complicated circumstances, it almost certainly will.

Profit has always mattered in the private rented sector. But as the market becomes increasingly dominated by corporate ownership, profit risks become the only thing that matters.

The irony is that in attempting to professionalise the sector, we may end up removing the very human discretion that once made it workable for so many people.

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