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Build to Rent has long positioned itself as more than a housing solution. Increasingly, it is delivering a leasing experience that renters recognise and value from the very first interaction. The latest hereSAY Leasing Benchmark Report provides a comprehensive assessment of leasing performance across the sector.
This year, hereSAY evaluated more than 100 BTR schemes across 40+ operators, completing over 1,500 in-person viewings to assess the end-to-end prospect journey – from initial enquiry through to final decision.
As hereSAY notes, “while the top 10 schemes and top 5 operators represent a wide range of locations, brands and operating models, their performance is driven by a remarkably consistent set of behaviours.” These behaviours are not shaped by sales scripts or standardised tours, but by operational discipline and a service-led approach.
High ‑performing BTR schemes consistently build quick rapport, tailor conversations to each prospect, deliver confident and relevant viewings, clearly communicate value and policies, and follow up promptly and personally to maintain momentum. Together, these behaviours demonstrate how consistency, service quality and effective follow‑up underpin leasing excellence. The benchmark results reinforce BTR’s leadership position. Across all sectors measured – Build to Rent, Co-Living, Purpose Built Student Accommodation (PBSA) and Single-Family Housing (SFH),
- BTR achieves the highest overall benchmark score at 78%
- Outperforming Co-Living (75%)
- PBSA (69%) & SFH (62%)
This performance reflects sustained strength across the entire leasing journey, rather than excellence at a single touchpoint.
Congratulations to Yardi clients – Get Living, ila, Cortland, Vertus, Dandara and Greystar, for their outstanding performance. Their results demonstrate what is possible when service quality, operational consistency and effective follow-up are fully aligned. This success is built on a strong operational foundation. The report makes it clear that a great leasing experience comes not from volume or scripts, but by time, consistency and clarity. High-performing BTR schemes benefit from operations that reduce friction, support timely follow-up and enable leasing teams to focus on meaningful, human interactions. When supported by tech in the background, teams are positioned to deliver the level of service modern renters expect.
Strong Services Set the Tone
The report also highlights significant progress in the Pre-Viewing Experience, with BTR recording rapid improvement from 66% in 2022 to 86% in 2024. This uplift reflects increased investment in technology platforms that support more efficient enquiry handling, automated responses and streamlined booking processes.
As digital capability across the sector has matured, efficient enquiry management is no longer a differentiator – it is a baseline expectation. Continued adoption of integrated systems and AI-enabled tools is expected to further enhance performance at this early stage of the leasing journey. Across rental models, performance at the pre-viewing stage is consistently strong:
- Build to Rent leads at 86%
- Single Family Housing follows closely at 85%
- Co-Living records 83%
- Purpose Built Student Accommodation achieves 78%
While early-stage performance is increasingly competitive across the market, the benchmark shows that the strongest operators distinguish themselves by how effectively they sustain this experience beyond first contact – maintaining responsiveness, clarity and consistency as prospects progress through the leasing journey.
Delivering on the Viewing Experience
As prospects progress from initial enquiry to in-person interaction, differences in leasing performance become more pronounced.
Within the Viewing Experience, performance varies across rental models:
- Build to Rent records a score of 74%
- Outperforming Co-Living at 70%
- Significantly exceeding Single-Family Housing, which scores 56%.
- Whilst PBSA performs strongly at 77%, reflecting established tour structures and presentation standards.
For BTR, this stage underscores the importance of well-prepared leasing teams and consistent on-site delivery. Clear communication, confident presentation and a structured yet flexible approach to viewings plays a critical role in setting expectations and building early confidence with prospective residents.
Follow-Up That Builds Trust
Post-viewing follow-up continues to emerge as one of the most decisive stages in the leasing journey and one where build to rent has made significant progress. Over the past four years, the Post-Viewing Experience score for BTR has improved from 66% to 85%, reflecting increased operational focus and more consistent follow-up practices across the sector.
BTR now leads this stage of the journey with an 85% score, well ahead of:
- Co-Living (69%)
- Single Family Housing (68%)
- PBSA, which trails at 31%
This performance gap underscores the impact of timely, thoughtful communication after the viewing. Consistent follow-up not only maintains momentum but also reinforces trust, clarity and confidence at a critical decision point. Strong post-viewing engagement signals professionalism, reliability and respect for the prospect’s time – all key drivers of leasing success.
Consistency Drives Confidence
By the final stage of the leasing journey, the cumulative impact of the experience becomes clear.
In the Final Thoughts assessment:
- Build to Rent again leads with a score of 79%
- Ahead of Co-Living (78%)
- PBSA (76%)
- Single Family Housing, which trails at 56%
BTR also demonstrates strong performance across key supporting categories, including:
- Building and Apartment Presentation (91%)
- Brand and Marketing (75%)
- Incentives and Value for Money (76%)
This level of consistency across both experiential and supporting measures reinforces prospect confidence and significantly strengthens the likelihood of recommendation – a critical indicator of long-term leasing success and brand trust.
The Role of Time, Teams & Technology
The hereSAY benchmark reinforces a critical notion – Great service doesn’t come from scripts. It comes from time – and great tech gives teams that time.
The report shows that the highest-performing schemes deliver stronger human engagement throughout the leasing journey, building rapport through needs-led conversations, communicating value with confidence and following up in a timely manner.
This level of performance is further enabled by operational foundations that remove friction from the leasing process. Integrated systems and streamlined workflows allow on-site teams to spend less time on administration and more time focused on meaningful interactions with prospective residents – highlighting a build to rent sector that continues to mature and lead, with operators setting increasingly high standards for service quality across the rental market.
For a deeper look at the data, insights and comparative performance across rental models, download the full hereSAY Leasing Benchmark Report and explore what defines leasing excellence today.
