A high end lettings agency says the most expensive rural rental market in the north west of England is dominated by one factor – football.

Jackson-Stops says the super-prime lettings market in the region, especially in areas such as Alderley Edge, is largely driven by movement in Premier League football. 

This demographic of buyer is fairly immune to any changes within the local, national and global economy and so Jackson-Stops expects activity in this part of the market to remain broadly flat in 2020, whatever happens in the wider economy. 

It says that letting agents in the north west find that the Premier League clubs have a thorough understanding of what the respective local market rents are, and therefore offer their players guidance on the rental prices they should expect to be paying. 

It says this sharply contrasts with other rural lettings markets, and it cites Northamptonshire – 100 miles south – where the country rentals sector is now seeing many would-be buyers arriving. 

Not only is this demographic made up of those looking to ‘try before they buy’ but over the last year many former homeowners have decided to sell their property and rent a family home instead whilst they gain a better understanding on how the market in their area is likely to fare post-Brexit.

“There are many underlying factors impacting the country lettings market; ranging from movement within the Premier League, recruitment freezes in big cities and those looking to sell up and rent in the event of a property price crash. Despite these varying factors, we expect rental prices to remain stable throughout 2020” explains Jackson-Stops chairman Nick Leeming