Letting agents: This is the moment to prove your value

The rental market has changed fast and the Renters’ Rights Act is raising the stakes for everyone in the sector. For letting agents, that creates pressure but it also creates a clear opportunity. 

Paul Shamplina, founder of Landlord Action, explains in his recent article on The Negotiator, that many landlords have long seen agents as “an optional cost rather than an essential service”. That view is now much harder to defend. In a market shaped by new rules, tighter compliance and greater risk, agents have a stronger case than ever to position themselves as trusted advisers and operational partners. Our article delves into Paul’s advice for agents, and we provide top tips on how you can support your landlords. 

Why agents matter more now 

Landlords are facing major legal and practical changes. Fixed term tenancies have ended,. tenancies have moved to periodic structures and  rent increases are more restricted. Paul’s view is clear: “The cost of getting things wrong has never been higher.” 

For agents, this is the key message. Your role is no longer simply finding tenants or collecting rent, it’s about helping landlords stay compliant, reduce risk and protect their investment. 

A market full of landlords who need support 

Many landlords are not full-time property professionals. They have other jobs, limited time and little capacity to keep up with constant legal change. 

Paul says landlords now tend to fall into three groups: those who are unaware of what is coming, those who are aware but confused, and a smaller group already taking action. 

That creates a real opening for agents. Many self-managing landlords are beginning to question whether doing everything themselves is still realistic. Others are simply tired of the day –to day demands. 

What letting agents should be saying now 

Paul’s Shamplina advises: “Letting agents must position themselves not as an added expense, but as a safeguard against risk, loss and unnecessary stress.” 

That means your marketing and landlord conversations should focus less on process and more on value. Show clearly how your service helps landlords: 

• stay on top of legal duties 

• avoid costly mistakes 

• manage change with confidence 

• save time and reduce stress 

• protect rental income and long-term asset value 

Landlords need practical support, not vague promises. Be specific about what you do and why it matters. 

Turn compliance into a commercial advantage 

The Renters’ Rights Act gives agents a strong reason to reconnect with self-managing landlords and strengthen existing client relationships. 

 Key changes your landlords should be aware of are: 

• the move to periodic tenancies 

• tenant notice flexibility 

• limits on rent increases 

• tighter standards around damp and mould 

• new expectations around pets and tenant selection 

• stronger record-keeping and compliance requirements 

This is where agents can lead, use these changes to start conversations now and educate landlords on  the compliance risks.  

Rethink how you present your service 

One of Paul’s strongest points is that agents should stop underselling full management. 

He argues that many agents are still underpaid for the work they do and that this starts with how services are packaged and explained. In practice, that means being clearer about the depth of work involved and more confident in pricing it properly. 

“Value your expertise properly. Do not give it away. Package it, price it and stand by it.” 

Paul Shamplina, Founder of Landlord Action 

This is a good time to review your service structure. If full management has become more complex, your offer should reflect that. Make it easier for landlords to see the difference between basic admin and real compliance-led support. 

Paul Shamplina’s key message for agents 

In short, Paul’s message is this: stop assuming landlords understand your value. Show it clearly, back it up with expertise, and use this period of change to build stronger landlord relationships. 

The agents who do that well will not just help landlords adapt. They will grow their own businesses in the process.