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14/7/25 8:13 pm
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Millennial landlords account for a record 50% of shareholders in new buy-to-let limited companies set up this year across England and Wales.
Despite facing housing affordability challenges, tax hikes and tighter regulations, those born between 1981 and 1996 are now leading the charge in buy-to-let investment, according to Hamptons’ Monthly Lettings Index. It estimates that they will set up 33,395 new buy-to-let companies in 2025 - more than twice (+142%) the number incorporated in 2020.
Hamptons reports that the share of homes bought by a landlord across England and Wales remained unchanged from the same time last year, despite an increase in the second home stamp duty surcharge, which went up from 3% to 5%. Nationally, landlords accounted for 11.3% of purchases in Q3 2025, a slight increase from 11.2% in Q3 2024.
Together, London, the South East, South West and East of England accounted for just 34% of investor purchases in Q3 2025. As recently as 2016, these regions had accounted for 50% of purchases. By contrast, the North East remains the largest hotspot for investors, with landlords accounting for 28% of purchases.
Hamptons reports that the average rent for a newly let home in Great Britain fell by 0.3% over the year to September, down £4 per month from £1,402 to £1,398 - a notable shift from the 4.2% annual growth recorded a year earlier.
In contrast, rents for renewed contracts continued to rise, outpacing inflation, and increasing by 4.6%. The average renewal rent now stands at £1,307 per month, surpassing the £1,300 per month mark for the first time.
Aneisha Beveridge, head of research at Hamptons, says: “New landlords have increasingly become an endangered species in markets across Southern England, where big stamp duty bills and flatlining prices have nudged investors northwards. But in places like the North East, landlord activity remains close to all-time highs, showing that the buy-to-let market is adapting rather than retreating.”
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