How Build-to-Rent Brands Are Evolving in 2025

Why brand strategy and marketing execution matter more than ever.

As the UK’s Build-to-Rent (BTR) market matures, one thing is clear: brand matters more than ever.

What began as a novelty concept—professionally managed rental schemes with hotel-style amenities—has now become a major asset class in UK real estate. With that growth has come competition, and with competition, pressure. Not just to fill units, but to differentiate, retain residents, and drive long-term performance.

And that’s where brand comes in.

In 2025, the most successful BTR operators aren’t just managing buildings—they’re managing brands. Thoughtfully positioned, strategically executed, and consistently experienced. This article explores how BTR branding is evolving—and what developers, operators, and agents need to consider to stay ahead.

From Lifestyle to Substance: Renter Expectations Have Changed

For years, the marketing of BTR schemes was dominated by the same tropes: sleek communal lounges, rooftop terraces, pet-friendly perks, and fitness studios. The message? Renting doesn’t mean compromise.

But that lifestyle-led messaging is no longer enough.

In 2025, renters—particularly Gen Z and younger millennials—expect more than amenity checklists. They’re looking for values. Purpose. Professionalism. They’re looking for landlords who are present, service-driven, and genuinely invested in making renting better.

And the best brands in the sector are responding.

Take Quintain Living, the operator behind Wembley Park. Formerly known as Tipi, the company rebranded to signal a shift in focus: from a cool place to rent, to a community-first operator offering meaningful service and lifestyle value. The brand is now built around clarity of purpose—“making renting better”—and reinforced by every resident touchpoint, from events to communications to aftercare.

Likewise, Moda Living has evolved its brand to emphasise wellbeing, service, and trust, not just aesthetics. The promise is no longer just “live in a great building,” but “live better, longer”—with data-backed health features, mental wellness support, and resident engagement baked into the brand experience.

For developers and agents, the message is clear: the most effective BTR brands are shifting from lifestyle to substance. Amenities still matter—but they’re no longer the story. The story is the experience—and the values behind it.

Digital-First Leasing: Marketing is Now a Performance Channel

Brand strategy sets the direction—but marketing execution delivers the results.

In 2025, that means going far beyond listings and brochures. BTR operators are becoming increasingly sophisticated in their marketing funnels—blending content, CRM, social media, and automation to nurture leads and convert interest into leases.

Consider this: the average renter in a competitive urban market views multiple schemes, compares offerings across social media and review platforms, and expects digital touchpoints to be seamless. That means virtual tours, fast response times, consistent messaging, and a brand presence that feels cohesive across all platforms.

Here’s what high-performing BTR marketing looks like today:

• Digital lead funnels, from social campaigns to microsites to instant-viewing bookings

• Hyper-local content, such as resident stories, neighbourhood guides, and lifestyle blogs (as seen on Quintain Living’s site)

• Reputation management via platforms like HomeViews, now seen as vital social proof

• CRM-led campaigns that nurture leads with personalised follow-ups and automated messaging

• Social-first storytelling, where platforms like Instagram, TikTok, and LinkedIn showcase the resident experience as much as the apartments

All of this works because it supports a cohesive brand story. Operators are no longer marketing buildings. They’re marketing belonging. Community. Credibility.

And in a competitive rental market, performance marketing is a brand-builder—not just a lead generator.