Service quality now outweighs physical specification as the main factor shaping leasing performance in Build to Rent, according to new research from hereSAY, part of SAY Property Consulting.
The consultancy released its latest Leasing Benchmark Report based on more than 1,500 in-person mystery-shopped viewings across over 100 schemes and 38 operators. The 2025 study tracks the full lead-to-lease journey and ranks both schemes and operators, offering one of the most detailed assessments of renter experience in the UK market.
While presentation standards remain high, service delivery increasingly determines which operators perform best. Building and apartment presentation averaged 91% across the sector, but stronger results came from improvements in how teams handled enquiries, conducted viewings and followed up with prospects.
Overall benchmark scores climbed from 70% in 2022 to 78% in 2025, reflecting gradual gains in leasing behaviour rather than major upgrades to physical product.
The benchmark now extends beyond Build to Rent for the first time, covering Single Family Housing, Purpose-Built Student Accommodation and Co-Living. This expansion allows direct comparison of renter experiences across different rental models.
Key findings from the report include:
BTR and PBSA continue to outperform other models on overall viewing quality.
Differences in follow-up processes and perceived value for money create sharp contrasts between operators.
Consistency in staff engagement before and after viewings is a stronger predictor of leasing success than specification alone.
The research also examines how the Renters’ Rights Act is expected to reshape leasing practice. With open-ended tenancies and stronger renter protections, the viewing stage is increasingly becoming what the report describes as an “offer conversation.” This shift places greater emphasis on transparency, reliability and trust between operators and prospective residents.
HereSAY, which specialises in measuring customer experience across residential property sectors, argues that the sector’s maturity means physical quality is no longer enough to stand out. Instead, the way teams communicate and support renters through the leasing process is emerging as the defining feature of high performance.
“By looking at what actually happens during viewings, rather than what’s intended on paper, our data shows that service delivery is now the clear differentiator for Build to Rent operators,” said Esme Webb, director of hereSAY and research.
“As renter rights strengthen and tenancies become more open-ended, it is how reliably teams conduct viewings, engage prospects and follow up that separates top performers. Physical quality is expected; leasing success is built through service.”
