How Build to Rent turns enquiries into residents

The third edition of the hereSAY Benchmark looks at the quality of customer service potential residents receive before they move in.

In 2023 our mystery shoppers enquired at more than 100 Build to Rent schemes, at least three times each, carrying out over 1,000 mystery shops in total. Posing as potential tenants, they gave detailed feedback on every stage of the lead-to-lease journey, from the first enquiry to the follow-up.

The report in numbers

100+ Build to Rent schemes
1,000+ mystery shops
3+ enquiries at every scheme
69% average score, up from 65% in 2022

Download the report here:

What's inside the report

The top 10 BTR schemes and top 3 operators in the benchmark
Scores across eight stages of the lead-to-lease journey, compared with 2021 and 2022
How awareness of Build to Rent among renters has changed over three years
Whether higher rents deliver a better leasing experience
How prospective residents respond to ESG and community
What good and bad viewings sound like, in shoppers' own words
Practical SAY tips for leasing teams

Who the report is for

BTR operators who want to see how their leasing teams compare with the sector
Investors and asset managers who want evidence of how service delivery affects performance
Developers planning the operational model for new schemes
Leasing and on-site teams looking for practical ways to improve conversion

Frequently asked questions

What is the hereSAY BTR Lead to Lease Benchmark?
It is SAY Property's annual report on the customer service potential residents receive before they move in to a Build to Rent scheme. This is the third edition.

How was the research carried out?
Our mystery shoppers enquired at more than 100 BTR schemes in 2023, at least three times each, and carried out in-person viewings posing as potential tenants.

What was the average benchmark score?
69% across all schemes, up from 65% in 2022.

Does the report name the top performing schemes?
Yes. It names the top 10 schemes and the top 3 operators.

Is there a more recent edition?
Yes. The hereSAY Leasing Benchmark 2025 is the latest edition.