The Build-to-Rent (BTR) sector continues its remarkable growth trajectory in 2025, with record investment and a diversifying market. As demographic shifts and housing affordability challenges persist, BTR offers a compelling solution for residents who prioritize flexibility and convenience over traditional homeownership.
For BTR operators and asset managers, keeping up with the evolving demands of their resident base is paramount for maximizing occupancy, retention, and ultimately, profitability.
The power of place and community
While the design of individual units is still a consideration, residents in 2025 are increasingly prioritizing the "place" over the "space." This means they’re looking at the surrounding neighborhood and the full resident experience, and looking for a vibrant, curated community within the development.
As Gensler highlights, placemaking is about creating an environment that feels like a destination, seamlessly blending culture, community, retail, and leisure to create a place residents want to engage with.
“With placemaking, it’s not just about design; it’s also all of the activations and experiences that will happen there that will really connect people with a place,” said Janice Cavaliere, Brand Design Leader at Gensler.
BTR residents want opportunities for connection and interaction. Shared spaces like co-working areas, lounges, fitness centers, and communal gardens are essential for fostering a sense of belonging by making those social opportunities possible.
“For Build to Rent to be accepted not just as a housing model but as a civic asset, it must foster environments where people are empowered to create their own community – not one that is handed to them pre-packaged.”
Richard Berridge, Founder of Blackbird Real Estate Advisors.
Beyond physical spaces, residents value organized social events, workshops, and even community forums, helping them to mingle and build relationships. That community focus is more than a "nice-to-have;" it now directly impacts retention. Strong community bonds make a property feel like a true home.
“We are entering the Age of Belonging, where people crave community, shared experiences, and spaces that evolve with their dynamic lifestyles….residents are embracing a more holistic way of living where the whole building functions as an extension of their home,” stated John Badman, Residential Practice Leader atGensler
Knight Frank’s BTR Resident Experience Index found that the highest-rated BTR developments offered on average at least six community-focused services, including events, common spaces, and on-site teams. Those highest-rated properties could also charge a 14% rental premium compared to other properties in their area.
Tech-enabled living: seamless, smart, secure
In 2025, tech-enabled living is no longer a premium luxury but an expectation. Residents want a seamless, smart living experience that enhances convenience, security, and efficiency, and they’re willing to pay more to get it.
Smart thermostats for energy control, smart room controls for connected IoT devices, smart outlets, and access to utility consumption data are becoming standard. These not only improve resident satisfaction through convenience but also offer energy savings, a significant draw for eco-conscious renters.
With the rise of flexible or fully remote work, reliable, high-speed internet access and strong cell signal coverage are non-negotiable. Pre-installed Wi-Fi or fiber-optic connections are highly sought after by tech-savvy tenants and young professionals.
Residents also prioritize building safety, demanding features like a reception, secure entry points with keyless mobile access systems, remote intercoms, and secure smart parcel lockers.
On the software side of things, residents are also looking for an easy-to-use resident app where they can find smooth communication, maintenance requests, access to building services, surveys to provide feedback, and other digital features. One seamless interface connecting them to their building’s smart technology.
Sustainability and wellness: beyond the basics
Environmental consciousness and well-being are significant drivers for residents in 2025, particularly among Millennials and Gen Z who represent the largest share of the rental market.
According to one report, 80% of surveyed BTR residents responded that energy efficiency was ‘important’ or ‘very important’. One NMHC/Kingsley survey showed that more than 60% of renters said they’d be willing to pay more to live in an environmentally friendly community.
Energy-efficient appliances and lighting, sustainable building materials, recycling programs, and even EV charging stations are highly valued. Properties that embed sustainability into their operations differentiate themselves to attract a growing segment of the market.
Part of this can be accomplished with a resident app like Spaceflow, where residents can not only view their utility consumption data, they can also control the thermostat to set optimal temperatures, join gamified initiatives to help motivate a reduction in energy usage, and access tips and tricks to lower consumption—all in one app.
Meanwhile, the focus on health has never been more pronounced. On-site fitness centers, yoga studios, wellness lounges, and outdoor green spaces are highly desired. Air purification systems and lighting that mimics natural daylight are also gaining traction, supporting residents' mood and productivity.
One report noted that higher-rated build-to-rent communities offered more than double the amenity space compared to lower-rated schemes. They also achieved an 11% price premium.
Flexibility and personalization
Modern renters appreciate flexibility in their living arrangements. This extends to flexible leasing options, including shorter-term leases or month-to-month alternatives, catering to varied needs. Additionally, the ability to personalize their living space, such as painting walls, modular furniture solutions, or making minor decorative changes, fosters a stronger sense of ownership and can lead to longer stays.
BTR is highly customer-centric, and that includes the quality of property management. Residents have come to expect a higher level of customer service during their time as renters, looking for faster responses to maintenance requests, dedication to tenant satisfaction, and visible on-site teams contributing to a smoother experience.
By combining flexibility with a customer-oriented mindset, BTR operators and asset managers can move beyond simply providing a roof over residents' heads. The successful BTR model is built on creating dynamic, tech-enabled, and sustainably-minded communities that foster connection and offer the personalized touches residents truly want.
Proactively addressing these evolving preferences will lead to high occupancy, strong retention, and long-term success.
Want to know how to keep your operations and offerings flexible enough to keep up with changing resident wants and needs? Reach out to hello@spaceflow.io
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