Letting agents in London
Hello New Home opens in London one zone at a time, with a Local Partner who lives in it and a head office that does the regulated work. Our first zone is South East London: SE1 to SE28, Bromley's BR1 to BR7 and the Bexley DA districts, covering Southwark, east Lambeth, Lewisham, Greenwich, Bromley and Bexley. Full management is 12% of rent, capped at £150 a month, no VAT, no lock-in. On London rents the cap matters more than anywhere else we work.
- Full management 12%, capped at £150 a month
- No lock-in, 30 days' notice
- No VAT on any fee
- Redress scheme and client money protected
The head office team
Head office for South East London
Head office is looking after this area while the local team is appointed: contracts, compliance and rent collection all run from Swansea, on the same capped fee.
WhatsApp 0751 355 2133 · Head office 01792 807 051
Opening soon in South East London: head office is taking enquiries now. Your property is looked after from Swansea until the local team is in place, on the same capped fee.
Call 01792 807 051 or WhatsApp 0751 355 2133
Where we start, and how it works
We begin with South East London because it is one rail corridor out of London Bridge with the widest spread of rents in the capital, from Southwark flats at £2,474 a month to outer Bexley houses well below that. Leads are routed by postcode district: if your property is elsewhere in London we say honestly whether we can look after it yet, and more zones open as partners join.
Our Local Partner does the viewings, quarterly inspections, move-ins and the handover from your current agent. Head office does the agreement and written statement of terms, Right to Rent checks, deposit protection, rent collection, the repairs desk, the borough licence and the compliance calendar. We belong to a redress scheme and a client money protection scheme, both named on our fee sheet; the Local Partner never holds your money.
Why London landlords switch: the cap
The ONS average private rent for London was £2,332 a month in August 2026, up 3.5% on the year from £2,253, against £1,459 across England. At 12% a London agent takes £280 a month from that rent; many charge 12% plus VAT, which is £336, with a 12-month tie-in.
We charge £150, because that is where the cap is, with nothing added for VAT. On the London average that is £130 a month and £1,560 a year you keep. On a Southwark flat at the borough average of £2,474 a 12% fee would be £297; ours is still £150. You can leave with 30 days' notice, and the fee sheet has no renewal, inspection or notice charges.
Borough licensing in South East London
London licensing is decided borough by borough, and since December 2024 a council can start a selective scheme of any size without government approval. We check the current designation for every address before marketing and write it into your management agreement.
- Southwark: borough-wide additional licensing to 28 February 2027, plus selective licensing in two designations running to 28 February 2027 and 31 October 2028, the latter including Peckham, Camberwell Green and Rotherhithe.
- Lewisham: selective licensing across 18 wards to 30 June 2029, around 20,000 homes, plus borough-wide additional licensing to 4 April 2027.
- Greenwich: borough-wide additional HMO licensing and selective licensing in some wards; a consultation on extending it to 18 wards closed on 12 October 2026 and a decision is awaited.
- Bexley: selective licensing in Belvedere ward from 13 January 2025 to 12 January 2030.
- Bromley: mandatory HMO licensing only at the last published assessment.
Letting without a required licence risks a civil penalty of up to £30,000 and a rent repayment order. The application is part of management.
The streets and who rents them
- Bermondsey and Rotherhithe (SE1, SE16): professionals near London Bridge, Guy's and St Thomas', at the top of the zone's rent range.
- Peckham and Camberwell (SE15, SE5): flats and shared houses for King's College Hospital staff and young professionals, inside Southwark's selective licensing.
- Lewisham and Catford (SE13, SE6): family houses and flats near University Hospital Lewisham, in the borough's selective licensing area.
- Greenwich and Woolwich (SE10, SE18): Elizabeth line service from Woolwich since 24 May 2022 has widened the tenant pool to Canary Wharf and central London.
- Bromley (BR1 to BR7): family long lets in a borough with mandatory HMO licensing only, at rents that still clear the £150 cap.
- Bexleyheath and Belvedere (DA6, DA7, DA17): the outer edge of the zone, with rents well below Southwark's and a selective licence needed in Belvedere.
Long let, short let and the 90-night rule
London is the one place where a whole-home short let has a hard limit: 90 nights in a calendar year without planning permission, and every stay of fewer than 90 consecutive nights counts. We run both, so our London appraisal has three columns: the property as a tenancy; as 90 nights of short stays then a let of 90 nights or more; and as 90 nights of short stays then a tenancy. Flex Switch moves it between them with no re-onboarding. The short-let page has the detail.
What to do next
Start with a free rent review. Give us the address and we call within one working day with a realistic rent for your street, the borough licensing position, and a written comparison of £150 against the fee you pay now. If short stays might pay, ask for the free short-let appraisal instead and you get all three columns. Our Local Partner will come to the property anywhere in the zone.
South East London rents and demand
The largest rental market in the country: professionals, students at every university, hospital and relocation lets, and a short-stay market capped by the 90-night rule, which pushes owners towards lets of 90 nights or more for the rest of the year.
ONS average private rent for London, August 2026, with the annual change; Southwark averages higher, outer Bexley lower. At £2,332 a 12% fee would be £280 a month; ours is £150. The cap matters more in London than anywhere else we work.
Areas covered
Southwark, Lewisham, Greenwich, Bromley and Bexley: the SE, BR and Bexley DA postcodes.
Nearby and also covered
- SE1
- SE2
- SE3
- SE4
- SE5
- SE6
- SE7
- SE8
- SE9
- SE10
- SE11
- SE12
- SE13
- SE14
- SE15
- SE16
- SE17
- SE18
- SE19
- SE20
- SE21
- SE22
- SE23
- SE24
- SE25
- SE26
- SE27
- SE28
- BR1
- BR2
- BR3
- BR4
- BR5
- BR6
- BR7
- DA5
- DA6
- DA7
- DA8
- DA14
- DA15
- DA16
- DA17
- DA18
The rules here
Licensing is borough by borough: many London boroughs run additional or selective licensing on top of mandatory HMO licensing, and several charge a 100% council-tax premium on second homes. We check the borough for every address before marketing.
Whole-home short lets in Greater London are limited to 90 nights a year without planning permission, and any stay under 90 consecutive nights counts towards it. Our London SA offer is built around that: Co-Host or Full SA for the 90 nights of short stays, then a let of 90 nights or more (contractors, relocations, students) or a tenancy for the rest of the year, with Flex Switch between them.
Places we know in South East London
Bermondsey and Rotherhithe (SE1, SE16)
The first of our South East London zone: riverside flats and warehouse conversions let to professionals within reach of London Bridge and Guy's and St Thomas'. Rents here sit at the top of the zone, so the £150 cap saves the most.
Peckham and Camberwell (SE15, SE5)
Flats and shared houses for staff at King's College Hospital and young professionals, inside Southwark's selective licensing designation that runs to 31 October 2028. We check the licence before any listing goes live.
Lewisham and Catford (SE13, SE6)
Family houses and converted flats near University Hospital Lewisham on Lewisham High Street. Lewisham's selective licensing scheme covers 18 wards to 30 June 2029, and we check each address against it.
Greenwich and Woolwich (SE10, SE18)
Elizabeth line trains from Woolwich since 24 May 2022 put Canary Wharf and central London within easy reach, widening the tenant pool. Greenwich has consulted on extending selective licensing to 18 wards, so we check each address before marketing.
Bromley (BR1 to BR7)
Family long lets in the south of the zone, in a borough with mandatory HMO licensing only at its last published assessment. Rents still clear £1,250, so full management costs £150 flat.
Bexleyheath and Belvedere (DA6, DA7, DA17)
The outer edge of our South East London zone, with houses at rents well below Southwark's. Belvedere ward has selective licensing to 12 January 2030, and we complete the application as part of management.
South East London landlords ask
Which parts of London do you cover?
Our first zone is South East London: SE1 to SE28, BR1 to BR7 and the Bexley DA districts, covering Southwark, east Lambeth, Lewisham, Greenwich, Bromley and Bexley. Further zones open as Local Partners join. Send the postcode and we tell you straight away whether we can take it on.
How much does full management cost in London?
12% of rent, capped at £150 a month, with no VAT added. On the London average rent of £2,332 a 12% fee would be £280; ours is £150. There are no renewal, inspection or notice fees, and you can leave with 30 days' notice.
Does my London property need a licence?
It depends on the borough and often the ward. Southwark, Lewisham and Greenwich run additional and selective schemes, Bexley licenses Belvedere ward, and Bromley has mandatory HMO licensing only. We check the current designation for every address before marketing and complete the application.
Who looks after the property?
Our Local Partner in South East London does viewings, inspections and move-ins. Head office handles the agreement, Right to Rent checks, deposit, rent collection, repairs desk and licensing. The agreement is with Hello New Home and the Local Partner never holds your money.
Can I short let my London flat?
For up to 90 nights a calendar year without planning permission, and every stay under 90 consecutive nights counts. After that the lawful options are a let of 90 nights or more or a tenancy. We run both and the free appraisal shows all three columns.
Start with a free rent review in South East London
An honest figure, a compliance check for your address, and a recommendation, within one working day. The head office team will bring it to you in person if you'd like.
Also: Hello New Home Swansea · Hello New Home Durham · Hello New Home Andover