Changing perceptions: what we are doing to help you
We operate in a sector more regulated than ever, yet still the public perception of landlords is somehow stuck in the era of Rachman and Rigsby. With new data showing landlords are becoming increasingly concerned about negative stereotypes in the media and politics, our CEO Ben Beadle looks at the work we are doing on your behalf to change hearts and minds.
The figures speak for themselves. According to our landlord polling, concerns over the way the sector is represented by politicians and the media is now on a par with worries around the Renters' Rights Act, and one of the biggest drivers of falling landlord confidence across the board.
Here at the NRLA our mission is to promote a responsible private rented sector and an important part of that is challenging outdated and negative stereotypes surrounding the sector – and landlords specifically.
Reputational issues are as widespread as they are frustrating, which is why changing the narrative has been one of my key objectives since taking the helm at the association six years ago.
Through a combination of in-depth research, data-driven evidence, first-person landlord stories and the promotion of training and accreditation, we are challenging negative perceptions and building a new narrative of a sector driven by hard-working professionals providing high-quality rental homes in the places people want to live.
Independent research, conducted by Pegasus Insights on our behalf has found that 81% of tenants that rent from an individual landlord are satisfied with the service they receive. This compares to 73% of tenants who rent from a build-to-rent company and 68% of those renting through a letting agent.
This proves the vast majority of tenant-landlord relationships are positive, despite the negative spin, something I take pains to reiterate in my frequent media appearances, be that on the BBC Breakfast sofa, Sky News or in the print media.
This is supported by those of you willing to share your stories either in the media, on our own news pages or in our podcast and magazine, outlining your commitment to offering safe and secure homes for your tenants, as well as the day-to-day challenges you face in doing this.
Changing attitudes
And the tide is – slowly – turning.
While the annual Ipsos Veracity Index shows just 34% of people say they would trust landlords to tell them the truth (the most trusted profession being nurses scoring 92% ), the figure has improved on last year’s rankings.
Increasing two positions, private landlords are now more trusted than estate agents, business leaders and local councillors, according to the figures – a small change, maybe, but a step in the right direction.
We are also improving our reputation amongst politicians.
Following Sir Kier Starmer’s ill-advised and inaccurate comments about landlords not being ‘working people’ back in 2024, the Government has recognised the valuable social and economic role landlords play, with new Prime Minister Andy Burnham stressing the need for good landlords to stay in the sector and housing minister Matthew Pennycook, in an article for NRLA members’ magazine Property, stressing ‘the Government recognises that good landlords are integral to a well-functioning PRS’.
I am not naïve. I know that there are rogues and criminal landlords out there, but these people are in the minority, and we are as committed as anyone else to driving them out of the sector.
It is to this end that we are adding out voice to calls for stricter enforcement against this cohort, stressing good landlords having nothing to fear from regulation when it comes to property standards.
The scapegoating of landlords has taken its toll on you for far too long – and I want to take this opportunity to reassure you that we will continue to campaign tirelessly to challenge this false narrative and demonstrate the valuable contribution we make to the social and economic well-being of the country as a whole.
How can I get involved?
As well as backing up our lobbying work with solid data, we also need real-life case studies to strengthen our arguments, putting a human face to the landlord label and telling the real story behind the statistics. Landlords to share their stories already include a single parent who had to cancel Christmas presents when her tenant stopped paying rent and a landlord who moved to the UK as a child refugee and built up a property portfolio from scratch. These stories have made a huge difference when it comes to changing the rhetoric around landlords and challenging stereotypes. If you are willing to share your story, please get in touch by emailing [email protected].
