The behaviours behind high performing Build-to-Rent leasing teams

Each year, the hereSAY Leasing Benchmark reveals more than rankings. It highlights the practical behaviours that shape high-performing leasing teams in the Build to Rent sector. 

In our 2025 Benchmark, which assessed more than 100 schemes across over 40 operators and included more than 1,500 in person viewings, one theme stood out clearly. Top performing schemes may vary in brand, location and operating model, but their success is driven by a remarkably consistent set of behaviours. 

This section of the report offers insight into what separates strong performers from the rest, without disclosing commercially sensitive detail. 

Performance Is Driven by Service, Not Product Alone 

As the sector matures, physical standards are increasingly aligned. Presentation scores remain consistently high across the market, with Building and Apartment Presentation reaching 91% in 2025. Quality is now expected. 

What differentiates performance is how teams deliver the leasing journey. 

Top performing schemes do not rely solely on design, amenities or specification. Instead, they deliver consistently confident, human-focussed service at every stage of the leasing journey. 

Across the benchmark, leading schemes consistently demonstrate the ability to: 

• Build genuine rapport quickly and tailor conversations to individual needs 

• Lead viewings with confidence, clarity and relevance rather than scripted tours 

• Clearly articulate value, pricing and policies without hesitation or ambiguity 

• Follow up promptly and personally after the viewing, reinforcing trust and momentum 

These behaviours are not occasional. They are repeatable and embedded into daily practice. 

Reliability Creates Competitive Advantage 

Mystery shopping highlights a critical distinction between average and high performing schemes. 

The strongest operators minimise variability. Prospective renters receive the same high-quality experience regardless of: 

• Who conducts the viewing 

• Which day of the week they visit 

• Which stage of the journey they are in 

Consistency reduces risk. It protects brand reputation. It strengthens conversion. 

As our longitudinal data shows, total benchmark scores have increased steadily from 70 percent in 2022 to 78 percent in 2025. Small improvements, delivered consistently, are what now separate stronger performers from the rest. 

The rankings reflect not isolated moments of excellence, but structured, repeatable behaviours that are supported by process, training and operational clarity. 

What Top Performers Do Differently 

While every portfolio has its own positioning, three behaviours consistently define high performing teams. 

1. They Adapt the Conversation, Not the Message 

High performing teams understand the renter. They personalise how they engage, ask relevant questions and adjust emphasis based on individual priorities. 

However, while the tone and focus may flex, the core message remains disciplined. Key USPs, pricing clarity and essential policies are consistently covered every time. 

This balance between personalisation and structure strengthens both connection and compliance. 

2. They Deliver the Same Standard at Every Touchpoint 

The viewing experience is consistent across: 

• Staff members 

• Schemes within a portfolio 

• Stages of the leasing journey 

• Days and times of the week 

This consistency is driven by shared processes rather than individual style alone. High performing operators reduce reliance on personality and instead embed operational standards that support every team member to succeed. 

3. They Use Performance Insight to Raise Standards 

Feedback is not collected for reporting alone. It is used actively. 

Performance data and mystery shopping insight are applied to: 

• Coach behaviours 

• Refine delivery 

• Strengthen objection handling 

• Improve follow up discipline 

As shown in the report’s client performance data, sustained improvement is driven by investing in people and embedding insight into daily operations. 

The Opportunity for BTR Operators 

In a market where renters are more informed and expectations continue to rise; leasing excellence is increasingly defined by reliability of service and authentic human connection. 

Product quality may attract attention. Consistent service converts interest into commitment. 

For operators and investors, the implication is clear. Structured leasing standards, measurable behaviours and ongoing performance insight are no longer optional. They are central to protecting revenue, brand reputation and long-term asset value. 

How to Measure Leasing Experience Performance  

How do you measure the quality of the leasing experience you deliver? And are you confident your team performs consistently at a high level?

Quantifying service quality across the viewing experience is essential to understanding true leasing performance. Post move-in surveys provide valuable insight, but they capture only those who chose to proceed. Equal consideration must be given to prospective residents who decided otherwise. 

If you would like to understand whether we have visited your scheme, or to explore how we can support you in measuring and strengthening your leasing experience, please contact us for further discussion.