{"id":51530,"date":"2023-12-11T13:09:01","date_gmt":"2023-12-11T13:09:01","guid":{"rendered":"https:\/\/www.yardi.co.uk\/?p=16085"},"modified":"2026-03-11T09:50:05","modified_gmt":"2026-03-11T09:50:05","slug":"property-week-btr-360-conference-essential-ingredients-for-a-successful-btr-development","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/en-gb\/property-week-btr-360-conference-essential-ingredients-for-a-successful-btr-development\/","title":{"rendered":"Property Week BTR 360 Conference: Essential Ingredients for a Successful BTR Development"},"content":{"rendered":"<p class=\"is-style-intro\">Yardi\u2019s Regional Director, Justin Harley, joined industry experts at Property Week\u2019s first BTR 360 conference, held in London, to discuss the essential ingredients for a successful BTR development. The panel was chaired by the BBC\u2019s Tanya Beckett and included:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Michael Herrington, director of build to rent operations, Related Argent\u00a0<\/li>\n<li>Tom Grey, director of BTR consultancy, Cortland Consult<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-state-of-the-sector\">State of the sector\u00a0<\/h2>\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><\/figure>\n<\/div>\n<p>After seeing such rapid growth in the UK over recent years, the current economic environment is certainly presenting challenges when it comes to the BTR development. Herrington noted that this did not come out of the blue, highlighting that despite the positivity of recent years, \u201cpeople weren\u2019t looking at the regulatory and economic storm clouds on the horizon.\u201d<\/p>\n<p>There was a consensus among the panellists that the sector looks set to become more challenging as economic difficulties deepen. Furthermore, this will require more strategic and streamlined operation to be successful.<\/p>\n<h3 class=\"wp-block-heading\">Ongoing Challenges<\/h3>\n<p>The panellists went on to discuss how the BTR sector is viewed, especially the ever-growing housing crisis in the UK.\u00a0\u00a0<\/p>\n<p>Grey stressed his belief that external factors often focus too much on the affordability of housing rather than the supply. In terms of basic numbers, the UK isn\u2019t building new homes at the same rate of most other EU nations, and \u201cgetting BTR into an area is proven to increase other forms of housing in that area\u201d.\u00a0\u00a0<\/p>\n<p>Harley added to this by questioning the viability of home ownership still being seen as the eventual goal for everyone in the country. \u201cWithout these external parties working to change that perspective\u201d, he suggested, \u201cthere will be ongoing troubles with housing in the UK\u201d.\u00a0\u00a0<\/p>\n<p>Harley went on to state that the debate over the \u201ctrickle down\u201d effect of the housing market and the affordability challenges within the sector has become \u201cyet another headwind for the industry\u201d. With so much choice around the EU and in different asset classes, it is even more essential to \u201cbe as operationally efficient as possible to ensure that you are able to meet investor goals\u201d. Herrington agreed that \u201coperating a site demanded efficiency\u201d and noted that external parties will get involved no matter what the circumstances. \u201cAs an industry, we need to get involved into how this policy is crafted in order to impart our expertise.\u201d\u00a0\u00a0\u00a0<\/p>\n<h2 class=\"wp-block-heading\">How will the sector develop?\u00a0<\/h2>\n<p>Grey was vocal in his belief that BTR is currently in a golden position where undersupply is such that demand will be there for developments regardless of location. As the industry evolves, it will also broaden the number of different groups it is relevant to. \u201cAt the end of the day, every challenge is an opportunity to become more efficient,\u201d says Grey.\u00a0<\/p>\n<p>Herrington, on the other hand, stressed the importance of flexibility when it comes to developments, particularly around amenity spaces. \u201cThese nice to haves often become simply a sales tool which then heads the sector towards an amenity arms race.\u201d In this sense, developments need to ensure versatile amenities that can flex up and down as needed to aid efficiency.\u00a0<\/p>\n<p>Harley echoed this view, encouraging operators to keep in mind what residents <em>actually<\/em> want when it comes to amenity spaces. \u201cReally, residents want to have pets, they want more outdoor space and they want help when there is a problem. What they want less of are pools and cinemas.\u201d While the panel agreed that these flashy amenities can help to get people through the door, they are often underutilised and end up being incredibly costly. The key, according to Harley, is \u201calways come back to simplicity\u201d.<\/p>\n<h2 class=\"wp-block-heading\">How to attract Gen Z<\/h2>\n<p>Another key development flagged by the panel is that a new generation of renters are coming of age. Gen Z have different expectations. The panel discussed how the BTR sector is perfectly placed to meet the demands of this demographic.\u00a0\u00a0<\/p>\n<p>\u201cWith BTR you aren\u2019t just renting a flat, you are renting a lifestyle\u201d says Grey. \u201cThe \u2018hotelification\u2019 of the industry is moving increasingly towards this high service level offering.\u201d More so than previous generations, Grey believes that younger people are looking for ease and experiences. \u201cThey want to be able to move in with a suitcase.\u201d\u00a0<\/p>\n<p>For Herrington, the key to attracting this new generation of renter relies in providing a high tech, high tough, rented lifestyle. \u201cIt\u2019s essential to provide seamless Wi-Fi absolutely everywhere in your development,\u201d he says. Harley agreed, stating that young people don\u2019t necessarily care about technology. However, \u201cthey just expect it to be there and they expect it to work\u201d.\u00a0<\/p>\n<h2 class=\"wp-block-heading\">How to encourage longer tenures\u00a0<\/h2>\n<p>The panel explored how to get people to stay longer in BTR schemes. And whether increased transparency over pricing increases helps make BTR more attractive than buying.<\/p>\n<p>\u201cProviding top level service makes people want to stay even if they are paying above market value\u201d, says Herrington, who noted that being able to provide this leads directly to lower turnover and shorter void periods.\u00a0\u00a0<\/p>\n<p>Grey agreed and added that a maintenance and upkeep of properties is a key factor in encouraging people to stay in BTR rather than buying. \u201cPeople don\u2019t factor in the cost of upgrading when buying old housing stock, the fact this is all taken care of is a major part of our value offer.\u201d\u00a0<\/p>\n<h2 class=\"wp-block-heading\">The problems the labour shortage poses the industry\u00a0<\/h2>\n<p>The labour shortage in the UK is a particular challenge for BTR. \u201cAs an industry, we aren\u2019t doing enough to ensure real estate is seen as a legitimate career path\u201d, says Herrington. \u201cRoles within a development shouldn\u2019t be a revolving door. A concierge, for example, shouldn\u2019t have high turnover. It\u2019s up to owners and operators to ensure staff are rewarded properly. These are high skilled roles and they need to be compensated as such.\u201d He also added the importance of building better industry standards around training to ensure operations have the best staff possible.\u00a0\u00a0<\/p>\n<p>There was consensus amongst the panellists that people are absolutely the most important aspect of any development. \u201cWhenever residents encounter an issue, the interaction they have with staff will be a key decision point. This will have a major impact on eventual renewal decisions\u201d, Herrington finishes.\u00a0\u00a0<\/p>\n<p>See what events\u202f<a href=\"https:\/\/www.yardi.co.uk\/events\/\" target=\"_blank\" rel=\"noreferrer noopener\">we\u2019ll be attending in 2024<\/a>! Get in touch to see how our\u202f<a href=\"https:\/\/www.yardi.co.uk\/build-to-rent-software\/\">unified property management and accounting technology\u202ffor BTR<\/a> can help drive resident value.<\/p>\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.yardi.co.uk\/build-to-rent-software\/#schedule-demo\">Book a Demo<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Yardi\u2019s Regional Director, Justin Harley, joined industry experts at Property Week\u2019s first BTR 360 conference, held in London, to discuss the essential ingredients for a successful BTR development. The panel was chaired by the BBC\u2019s Tanya Beckett and included:\u00a0 Michael Herrington, director of build to rent operations, Related Argent\u00a0 Tom Grey, director of BTR consultancy, [&hellip;]<\/p>\n","protected":false},"author":897,"featured_media":51097,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3497,3501,3456],"tags":[],"class_list":["post-51530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-build-to-rent","category-events","category-residential"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"Yardi\u2019s Justin Harley joined industry experts at PW\u2019s BTR 360 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