RENTING has become a long-term reality for millions of people, but the gap between what renters need and what they can realistically find (and afford) often feels wider than ever.
To understand what renters want right now, CIA Landlords commissioned OnePoll to survey 2,000 UK renters. The research explores the features renters prioritise, what they’ll sacrifice, what makes them feel secure, and which landlord behaviours are true deal-breakers.
Key findings at a glance
· Rent affordability dominates decision-making: 81% say it’s a top/high priority.
· Most renters expect things to get tougher: 47% expect renting to become less affordable in 2026.
· The “stay put” prize is real: 81% would stay 5+ years if a home met their top priorities.
· The biggest landlord deal-breaker is rent shocks: 55% cite unexpected/large rent increases.
· Homes affect heads: 87% say where they live matters for their mental wellbeing.
The research of 2,000 UK renters, conducted by OnePoll, suggests affordability is now influencing not just what people rent but also where they feel able to live. Of those considering a move, 12% say they are “very likely” to relocate, while a further 28% are “somewhat likely” to do so.
It comes as almost half (47%) expect renting to become less affordable in 2026, reinforcing concerns that cost pressures will intensify for households already stretched.
While relocation is often associated with lifestyle choice, the findings indicate that many renters are preparing for enforced change – such as moving further away from work, family and support networks – simply to keep a roof over their head.
At the same time, the poll identifies the factors that are most likely to drive tenants away. More than half (55%) said unexpected or large rent increases would be a deal-breaker, while 51% would walk away if landlords or agents were slow to fix serious issues such as damp or heating problems.
Jackie Compton, Sales Director at CIA Landlords said: “When four in ten renters are looking at moving areas because of costs, that’s a warning sign for the whole sector. Renters want stability, and they want to feel confident that the homes they live in will be maintained and managed fairly.”
Jackie added: “Better communication, transparent rent-setting, and proactive maintenance aren’t ‘nice to haves’; they’re essential if we want long-term tenancies that work for everyone.”
Encouragingly, most renters say they would stay put if their rental home met their needs. In fact, 81% said they would be likely to remain in a property for five years or more if it met their top priorities, highlighting the opportunity for landlords and agents to reduce churn through better standards and service.
Despite the pressure on affordability, the poll suggests relationships aren’t universally broken: 67% said they currently feel favourable towards their landlord or letting agent.
When asked what matters most in a landlord/letting agent relationship, renters highlighted:
· Speed of response to repairs (35%)
· Quality of repairs and maintenance (34%)
· Respect for privacy / reasonable notice before visits (31%)
· Transparency over rent increases (30%)
· Clear communication and written agreements (28%)
