Possession is earned on evidence, not intention
Every ground of opposition in s.30 has to be proved at the hearing, and the no-fault grounds (f) and (g) are proved by a settled, unconditional intention supported by money, consents and a firm commitment to the court. A landlord who starts assembling that evidence when the notice is drafted almost always beats one who starts when proceedings are issued.
Whoever serves first sets the valuation date
A s.25 notice fixes the timetable and, with it, the date the new rent is valued and the earliest date interim rent can run. In a rising market a landlord who serves early captures the uplift; a landlord who waits hands that choice to the tenant's s.26 request.
Contracting out is the cheapest tactic there is
A properly executed s.38A exclusion agreement removes security of tenure and compensation entirely. The warning notice must be served before the tenant commits, and the declaration (or statutory declaration where there are fewer than 14 days) must be made in the prescribed form — get the sequence right and the whole renewal risk disappears.
The old lease is the floor, so ask for change deliberately
Under the O'May principle the new tenancy starts from the terms of the current lease and the party seeking change carries the burden of justifying it as fair and reasonable. Landlords who want modernised terms — service charge, alienation, break rights, repairing obligations — must build a case for each, and price the concession they are offering in return.