Crucially for James, part of the legislation says  landlords must stick to no more than the advertised rent price – which he says makes it illogical to advertise a low price, because then if it’s far lower than market rate, nobody can bid even slightly more.

For his sitting tenants, he has been pushing up rents by up to 5 per cent.

But for new listings, when his current tenants have moved out, he’s going much higher

Mao please. Come back.