This image of a letter from estate agents CJ Hole has been widely circulating on social media.
One remarkable aspect about the message (which CJ Hole has confirmed to i100.co.uk is authentic) is that it isn't particularly remarkable. Make no mistake: messages like this are going out to landlords across the country.
As Alex Hilton, director of Generation Rent which campaigns for tenants' rights, told i100.co.uk:
Landlords don't have to put up rents, but as the housing crisis worsens and tenants get more desperate, landlords who don't raise rents are being told they're stupid for not doing so. No-one powerful is challenging them not to raise rents on the grounds of simple ethics. Tenants are increasingly seen as nothing more than cattle to be milked.