The hereSAY BTR Leasing Benchmark 2025
How the UK's rental living operators turn enquiries into residents
The hereSAY Leasing Benchmark is now in its fourth year. It is based on more than 1,500 in-person mystery shopped viewings across over 100 schemes and 38 operators nationwide, and it tracks how the resident experience changes as Build to Rent matures.
This year the benchmark covers more than Build to Rent. For the first time it also includes Single Family Housing, Co-Living and Purpose-Built Student Accommodation, so operators can compare the leasing experience across rental models.
Download the report here:
The 2025 benchmark in numbers
1,500+ mystery shopped viewings
100+ schemes assessed
38 operators nationwide
78% overall BTR benchmark score, up from 70% in 2022
91% average score for building presentation
What the 2025 benchmark shows
Service now matters more than specification.
Buildings consistently score well, with presentation averaging 91%. What separates the leading schemes now is how their teams deliver the leasing journey.
Build to Rent leads the rental models.
BTR achieved the highest overall score of any rental model assessed. It performed strongly from first impressions through to follow-up and the final decision.
Four behaviours define the top performers.
Enquiry handling that is prompt, personal and informative
Viewings that are well structured and centred on the prospect's needs
Follow-up that is consistent and timely
Clarity and trust when the prospect is making a decision
The Renters' Rights Act changes the role of the viewing.
Viewings are becoming offer conversations as much as sales moments. Clear, transparent communication and well-trained teams will matter even more as the new requirements come into effect.
What's inside the report
Benchmark scores across every stage of the leasing journey, from first enquiry to the moment the deal is secured
A comparison of BTR, Single Family Housing, Co-Living and PBSA
Trends in performance since the first benchmark in 2022
The behaviours that make the difference, from empathy and personalisation to closing the conversation
Recognition of the highest performing teams and schemes
Practical guidance for leasing teams preparing for the Renters' Rights Act
Who the benchmark is for
Operators who want to see how their leasing teams compare with the wider sector
Investors and asset managers who want evidence of how service delivery affects occupancy and income
Developers planning the operational model for new schemes
Leasing and on-site teams looking for clear, practical ways to improve conversion
Frequently asked questions
What is the hereSAY Leasing Benchmark?
It is an annual report from SAY Property that measures the leasing experience across UK rental living schemes. It is based on in-person mystery shopped viewings carried out by the hereSAY team.
How many schemes are included in the 2025 benchmark?
More than 100 schemes run by 38 operators, assessed through over 1,500 in-person viewings.
Which sectors does the report cover?
Build to Rent, Single Family Housing, Co-Living and Purpose-Built Student Accommodation.
What was the overall BTR benchmark score in 2025?
78%, up from 70% in 2022. BTR recorded the highest overall score of the rental models assessed.