Build-to-Rent decoded: 5 key insights for estate agents
Best Practices & Trends
Published by
PriceHubble
-
4 Nov 2025
Build-to-Rent decoded: 5 key insights for estate agents
Best Practices & Trends
Published by
PriceHubble
-
4 Nov 2025
Build-to-Rent decoded: 5 key insights for estate agents
Best Practices & Trends
Published by
PriceHubble
-
4 Nov 2025
Build-to-Rent (BTR) has quickly become one of the most dynamic segments of the UK housing market. Once a niche offering centred on a handful of large city-centre apartment blocks, it is now a national phenomenon. As highlighted in the 2025 edition of "Who Lives in Build-to-Rent”, there are more than 127,000 completed BTR homes, with a further 159,000 either under construction or in planning. In 2024 alone, the completed stock grew by 16% – and the sector shows no sign of slowing down.
For estate agents, BTR should not be seen as a threat to their lettings business, but rather as a source of new opportunities. Professional landlords, institutional investors, and developers are increasingly seeking local expertise to understand their markets and connect with the right renters. At the same time, BTR tenants themselves represent an attractive audience that agents can serve today – and potentially retain as future buyers tomorrow.
Here are five key insights estate agents should know about BTR – and why it matters to your business.
1. BTR is one of the fastest-growing segments of the UK rental market
The growth of BTR is reshaping the rental sector. New schemes are being delivered every year, offering thousands of additional homes designed specifically for the rental market.
This means more professional landlords and operators in the market – stakeholders who require support with lettings, marketing, and property management. For agents, building relationships with these players can create recurring business opportunities. Whether it is letting stock, handling day-to-day management, or advising on local market dynamics, BTR offers agents new avenues for collaboration and income.
Build-to-Rent (BTR) has quickly become one of the most dynamic segments of the UK housing market. Once a niche offering centred on a handful of large city-centre apartment blocks, it is now a national phenomenon. As highlighted in the 2025 edition of "Who Lives in Build-to-Rent”, there are more than 127,000 completed BTR homes, with a further 159,000 either under construction or in planning. In 2024 alone, the completed stock grew by 16% – and the sector shows no sign of slowing down.
For estate agents, BTR should not be seen as a threat to their lettings business, but rather as a source of new opportunities. Professional landlords, institutional investors, and developers are increasingly seeking local expertise to understand their markets and connect with the right renters. At the same time, BTR tenants themselves represent an attractive audience that agents can serve today – and potentially retain as future buyers tomorrow.
Here are five key insights estate agents should know about BTR – and why it matters to your business.
1. BTR is one of the fastest-growing segments of the UK rental market
The growth of BTR is reshaping the rental sector. New schemes are being delivered every year, offering thousands of additional homes designed specifically for the rental market.
This means more professional landlords and operators in the market – stakeholders who require support with lettings, marketing, and property management. For agents, building relationships with these players can create recurring business opportunities. Whether it is letting stock, handling day-to-day management, or advising on local market dynamics, BTR offers agents new avenues for collaboration and income.
Build-to-Rent (BTR) has quickly become one of the most dynamic segments of the UK housing market. Once a niche offering centred on a handful of large city-centre apartment blocks, it is now a national phenomenon. As highlighted in the 2025 edition of "Who Lives in Build-to-Rent”, there are more than 127,000 completed BTR homes, with a further 159,000 either under construction or in planning. In 2024 alone, the completed stock grew by 16% – and the sector shows no sign of slowing down.
For estate agents, BTR should not be seen as a threat to their lettings business, but rather as a source of new opportunities. Professional landlords, institutional investors, and developers are increasingly seeking local expertise to understand their markets and connect with the right renters. At the same time, BTR tenants themselves represent an attractive audience that agents can serve today – and potentially retain as future buyers tomorrow.
Here are five key insights estate agents should know about BTR – and why it matters to your business.
1. BTR is one of the fastest-growing segments of the UK rental market
The growth of BTR is reshaping the rental sector. New schemes are being delivered every year, offering thousands of additional homes designed specifically for the rental market.
This means more professional landlords and operators in the market – stakeholders who require support with lettings, marketing, and property management. For agents, building relationships with these players can create recurring business opportunities. Whether it is letting stock, handling day-to-day management, or advising on local market dynamics, BTR offers agents new avenues for collaboration and income.
What this means for you: BTR landlords and developers need local partners – positioning yourself as the go-to lettings expert in your area will put you on their radar.
What this means for you: BTR landlords and developers need local partners – positioning yourself as the go-to lettings expert in your area will put you on their radar.
What this means for you: BTR landlords and developers need local partners – positioning yourself as the go-to lettings expert in your area will put you on their radar.
Research
Spending limits: Using affordability metrics to assess rental market opportunities
Research
Spending limits: Using affordability metrics to assess rental market opportunities
Research
Spending limits: Using affordability metrics to assess rental market opportunities
2. BTR tenants look a lot like the wider PRS – and that’s good news for agents
The 2025 Who Lives in BTR? report, developed by BPF, ARL, BusinessLDN and PriceHubble, analysed data from almost 49,000 renters across 174 developments. It found that the demographic and affordability profile of BTR tenants largely mirrors that of the private rented sector (PRS).
This means that agents already working with private renters understand the BTR audience more than they might think. These are not a completely separate group of tenants with radically different needs – rather, they are the same renters many agents deal with daily, but opting for BTR because of the added quality, consistency, and community the sector provides.
For agents, this makes the learning curve less steep. Existing skills in marketing, tenant acquisition, and customer service are directly transferable.
2. BTR tenants look a lot like the wider PRS – and that’s good news for agents
The 2025 Who Lives in BTR? report, developed by BPF, ARL, BusinessLDN and PriceHubble, analysed data from almost 49,000 renters across 174 developments. It found that the demographic and affordability profile of BTR tenants largely mirrors that of the private rented sector (PRS).
This means that agents already working with private renters understand the BTR audience more than they might think. These are not a completely separate group of tenants with radically different needs – rather, they are the same renters many agents deal with daily, but opting for BTR because of the added quality, consistency, and community the sector provides.
For agents, this makes the learning curve less steep. Existing skills in marketing, tenant acquisition, and customer service are directly transferable.
2. BTR tenants look a lot like the wider PRS – and that’s good news for agents
The 2025 Who Lives in BTR? report, developed by BPF, ARL, BusinessLDN and PriceHubble, analysed data from almost 49,000 renters across 174 developments. It found that the demographic and affordability profile of BTR tenants largely mirrors that of the private rented sector (PRS).
This means that agents already working with private renters understand the BTR audience more than they might think. These are not a completely separate group of tenants with radically different needs – rather, they are the same renters many agents deal with daily, but opting for BTR because of the added quality, consistency, and community the sector provides.
For agents, this makes the learning curve less steep. Existing skills in marketing, tenant acquisition, and customer service are directly transferable.
What this means for you: You already know how to serve BTR tenants – it’s about applying your existing lettings expertise to a growing segment of the market.
What this means for you: You already know how to serve BTR tenants – it’s about applying your existing lettings expertise to a growing segment of the market.
What this means for you: You already know how to serve BTR tenants – it’s about applying your existing lettings expertise to a growing segment of the market.
3. The 25–34 age group is driving demand
The Who Lives in BTR? study also shows that the 25–34 age group is the single largest tenant demographic in BTR, matching trends in the wider PRS. This cohort – typically young professionals, sharers, and couples – are drawn to the convenience, quality, and sense of community that BTR schemes often provide.
For estate agents, this group matters for two reasons. Firstly, they represent today’s rental demand – agents who understand their needs and aspirations can work with BTR providers to fill units quickly and effectively. Secondly, they are tomorrow’s buyers. By building relationships with BTR tenants now, agents position themselves to be the first port of call when these renters make the step towards homeownership.
3. The 25–34 age group is driving demand
The Who Lives in BTR? study also shows that the 25–34 age group is the single largest tenant demographic in BTR, matching trends in the wider PRS. This cohort – typically young professionals, sharers, and couples – are drawn to the convenience, quality, and sense of community that BTR schemes often provide.
For estate agents, this group matters for two reasons. Firstly, they represent today’s rental demand – agents who understand their needs and aspirations can work with BTR providers to fill units quickly and effectively. Secondly, they are tomorrow’s buyers. By building relationships with BTR tenants now, agents position themselves to be the first port of call when these renters make the step towards homeownership.
3. The 25–34 age group is driving demand
The Who Lives in BTR? study also shows that the 25–34 age group is the single largest tenant demographic in BTR, matching trends in the wider PRS. This cohort – typically young professionals, sharers, and couples – are drawn to the convenience, quality, and sense of community that BTR schemes often provide.
For estate agents, this group matters for two reasons. Firstly, they represent today’s rental demand – agents who understand their needs and aspirations can work with BTR providers to fill units quickly and effectively. Secondly, they are tomorrow’s buyers. By building relationships with BTR tenants now, agents position themselves to be the first port of call when these renters make the step towards homeownership.
What this means for you: By engaging with BTR renters today, you’re nurturing the very demographic most likely to become your sales clients tomorrow.
What this means for you: By engaging with BTR renters today, you’re nurturing the very demographic most likely to become your sales clients tomorrow.
What this means for you: By engaging with BTR renters today, you’re nurturing the very demographic most likely to become your sales clients tomorrow.
4. Affordability is stable, but opportunities exist at both ends of the spectrum
Affordability is a critical factor in rental housing, and BTR is no exception. On average, BTR tenants spend around 30% of their income on rent, closely matching the national affordability benchmark and mirroring the wider PRS.
But PriceHubble’s latest affordability analysis shows that not all renters are the same. Around 21% of renting households spend more than 40% of their income on rent, signalling affordability stress in parts of the market. At the other end of the spectrum, 24% spend less than 20%, suggesting significant financial headroom.
For agents, this dual picture creates opportunities. Some renters are actively seeking better-quality housing and are willing to spend more if the offer, with its amenities, services, and locations, meets their expectations. Others may need to be matched with more affordable BTR options to avoid overstretching. Agents are well placed to make these connections, ensuring developments hit target occupancy rates while maximising value for both landlords and tenants.
4. Affordability is stable, but opportunities exist at both ends of the spectrum
Affordability is a critical factor in rental housing, and BTR is no exception. On average, BTR tenants spend around 30% of their income on rent, closely matching the national affordability benchmark and mirroring the wider PRS.
But PriceHubble’s latest affordability analysis shows that not all renters are the same. Around 21% of renting households spend more than 40% of their income on rent, signalling affordability stress in parts of the market. At the other end of the spectrum, 24% spend less than 20%, suggesting significant financial headroom.
For agents, this dual picture creates opportunities. Some renters are actively seeking better-quality housing and are willing to spend more if the offer, with its amenities, services, and locations, meets their expectations. Others may need to be matched with more affordable BTR options to avoid overstretching. Agents are well placed to make these connections, ensuring developments hit target occupancy rates while maximising value for both landlords and tenants.
4. Affordability is stable, but opportunities exist at both ends of the spectrum
Affordability is a critical factor in rental housing, and BTR is no exception. On average, BTR tenants spend around 30% of their income on rent, closely matching the national affordability benchmark and mirroring the wider PRS.
But PriceHubble’s latest affordability analysis shows that not all renters are the same. Around 21% of renting households spend more than 40% of their income on rent, signalling affordability stress in parts of the market. At the other end of the spectrum, 24% spend less than 20%, suggesting significant financial headroom.
For agents, this dual picture creates opportunities. Some renters are actively seeking better-quality housing and are willing to spend more if the offer, with its amenities, services, and locations, meets their expectations. Others may need to be matched with more affordable BTR options to avoid overstretching. Agents are well placed to make these connections, ensuring developments hit target occupancy rates while maximising value for both landlords and tenants.
5. Local expertise matters more as BTR expands beyond city centres
BTR has traditionally been associated with urban apartment blocks in city centres. But the market is evolving. BTR is increasingly moving into suburban areas and delivering single-family housing, often in locations where local knowledge and community connections are essential.
This is where estate agents can play a pivotal role. Developers and institutional landlords may have the resources to deliver large schemes, but they sometimes lack the granular, on-the-ground understanding of local markets that agents possess. From pricing and positioning to marketing and tenant acquisition, agents can bridge the gap between large-scale investors and local renters.
For agents looking to future-proof their business, aligning with this trend is key. As BTR broadens its reach, the value of trusted local expertise will only grow.
5. Local expertise matters more as BTR expands beyond city centres
BTR has traditionally been associated with urban apartment blocks in city centres. But the market is evolving. BTR is increasingly moving into suburban areas and delivering single-family housing, often in locations where local knowledge and community connections are essential.
This is where estate agents can play a pivotal role. Developers and institutional landlords may have the resources to deliver large schemes, but they sometimes lack the granular, on-the-ground understanding of local markets that agents possess. From pricing and positioning to marketing and tenant acquisition, agents can bridge the gap between large-scale investors and local renters.
For agents looking to future-proof their business, aligning with this trend is key. As BTR broadens its reach, the value of trusted local expertise will only grow.
5. Local expertise matters more as BTR expands beyond city centres
BTR has traditionally been associated with urban apartment blocks in city centres. But the market is evolving. BTR is increasingly moving into suburban areas and delivering single-family housing, often in locations where local knowledge and community connections are essential.
This is where estate agents can play a pivotal role. Developers and institutional landlords may have the resources to deliver large schemes, but they sometimes lack the granular, on-the-ground understanding of local markets that agents possess. From pricing and positioning to marketing and tenant acquisition, agents can bridge the gap between large-scale investors and local renters.
For agents looking to future-proof their business, aligning with this trend is key. As BTR broadens its reach, the value of trusted local expertise will only grow.
What this means for you: As BTR spreads into new geographies, local agents will become indispensable partners for developers seeking community insight and lettings expertise.
What this means for you: As BTR spreads into new geographies, local agents will become indispensable partners for developers seeking community insight and lettings expertise.
What this means for you: As BTR spreads into new geographies, local agents will become indispensable partners for developers seeking community insight and lettings expertise.
How agents can seize the BTR opportunity
Build-to-Rent is no longer a niche product; it is a key part of the UK rental market. For estate agents, the sector represents an expanding source of opportunity. By understanding the profile of BTR tenants, engaging with institutional landlords and developers, and positioning themselves as experts in local rental markets, agents can ensure they benefit from the sector’s growth.
But seizing this opportunity requires data. To advise effectively on rents, demand, and affordability, agents need trusted insights into how local markets are shifting.
That’s where Dataloft by PriceHubble’s solutions come in. We provide estate agents with easy-to-use, data-rich content that explains what’s happening in their market – from key affordability metrics to local renter demographics. With a range of branded outputs, like market reports and hyper-local market insights that fuel content for social media, print, website and email, agents can build their reputation as trusted experts in front of both landlords and tenants.
By combining local expertise with data-driven insight, estate agents can put themselves at the heart of the UK’s fastest-growing rental segment.
How agents can seize the BTR opportunity
Build-to-Rent is no longer a niche product; it is a key part of the UK rental market. For estate agents, the sector represents an expanding source of opportunity. By understanding the profile of BTR tenants, engaging with institutional landlords and developers, and positioning themselves as experts in local rental markets, agents can ensure they benefit from the sector’s growth.
But seizing this opportunity requires data. To advise effectively on rents, demand, and affordability, agents need trusted insights into how local markets are shifting.
That’s where Dataloft by PriceHubble’s solutions come in. We provide estate agents with easy-to-use, data-rich content that explains what’s happening in their market – from key affordability metrics to local renter demographics. With a range of branded outputs, like market reports and hyper-local market insights that fuel content for social media, print, website and email, agents can build their reputation as trusted experts in front of both landlords and tenants.
By combining local expertise with data-driven insight, estate agents can put themselves at the heart of the UK’s fastest-growing rental segment.
How agents can seize the BTR opportunity
Build-to-Rent is no longer a niche product; it is a key part of the UK rental market. For estate agents, the sector represents an expanding source of opportunity. By understanding the profile of BTR tenants, engaging with institutional landlords and developers, and positioning themselves as experts in local rental markets, agents can ensure they benefit from the sector’s growth.
But seizing this opportunity requires data. To advise effectively on rents, demand, and affordability, agents need trusted insights into how local markets are shifting.
That’s where Dataloft by PriceHubble’s solutions come in. We provide estate agents with easy-to-use, data-rich content that explains what’s happening in their market – from key affordability metrics to local renter demographics. With a range of branded outputs, like market reports and hyper-local market insights that fuel content for social media, print, website and email, agents can build their reputation as trusted experts in front of both landlords and tenants.
By combining local expertise with data-driven insight, estate agents can put themselves at the heart of the UK’s fastest-growing rental segment.
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