The hereSAY BTR Lead to Lease Report 2026
Where Build to Rent enquiries are won, and where they are lost
The report will be released on the 2nd of November. Complete the form to be among the first to receive the report.
This is the fifth annual Lead to Lease report from hereSAY. Over the past year our mystery shoppers posed as prospective residents at 137 Build to Rent schemes across the UK and Ireland. They followed the full journey, from the first enquiry through the viewing to the follow-up.
Every shopper matched the scheme’s target resident profile. They answered more than 80 questions after each visit and wrote more than 7,000 comments, which we analysed for tone and topic.
Complete the form to be among the first to receive the report.
The report is written for the operators who run these schemes, the leasing teams who show prospects around and the investors who own them.
The 2026 benchmark in numbers
137 Build to Rent schemes across the UK and Ireland
700+ in-person viewings
59,000 individual answers from our shoppers
79% average hereSAY score
74% of shoppers could picture themselves living at the scheme
One finding worth knowing now
Shoppers are overwhelmingly positive about leasing teams. Even so, more than half of viewings (54%) contained a “however” in the shopper’s written feedback.
That word often signals the objection behind the praise. Where shoppers raised an objection, intent to rent fell from 87% to 57%.
The report shows where those objections come from, and how teams can address them while the prospect is still in the room.
What’s inside the report
The hereSAY 2026 Benchmark: the top 10 schemes, the top five operators, Best Scheme and Best Leasing Team
What happens to every 100 enquiries, from first contact to follow-up
The four sources of objections: process, product, people and price
How phone and web enquiries compare in getting a viewing booked
What happens to intent to rent when a scheme doesn’t match its marketing
Why memorable viewings matter, and what makes them stand out
How prospects judge whether the rent is good value
Six key actions for operators, leasing teams and investors
Who the report is for
Operators who want to see how their leasing teams compare with the sector
Investors and asset managers who want evidence of how the product and the viewing affect intent to rent
Developers planning specification, amenities and marketing for new schemes
Leasing teams looking for practical ways to turn more enquiries into lettings
Frequently asked questions
What is the hereSAY BTR Benchmark?
It is SAY Property’s annual Lead to Lease report on the Build to Rent leasing experience. The 2026 report is the fifth edition.
How was the research carried out?
Mystery shoppers matched to each scheme’s target resident profile enquired at and viewed 137 BTR schemes across the UK and Ireland during 2025/26. Each answered more than 80 quantitative and qualitative questions.
What is “intent to rent”?
It is the share of shoppers who could definitely, or to a good extent, picture themselves living at the scheme. It measures stated intent, not applications or signed leases. In 2026 it was 74%.
Does the report rank schemes and operators?
Yes. The hereSAY 2026 Benchmark names the top 10 schemes, the top five operators, the Best Scheme and the Best Leasing Team.
Can I see how my scheme performed?
Yes. Email nick@sayproperty.co.uk to discuss your scheme’s results.