What today’s renters really value and how Build to Rent delivers
- 24th Jun 26
Fancy gyms and plush lounges may be appealing, but today’s renters are looking for something more meaningful. They want everyday features that genuinely make life easier. Whether that’s practical support for families, time-saving solutions for busy professionals working long hours and thoughtful touches for those who have downsized and are embracing a new sense of freedom, amenities need to work hard for every individual. In the Build to Rent sector, the resident experience remains central, but what that experience looks like is evolving significantly from what it once was.
On demand living
If we look at how people live today, almost everything is on demand, from the television they watch, to the transport they use, to the food they order. Convenience is no longer a luxury; it’s an expectation. In a world shaped by subscription services, instant access, and personalised digital experiences, it’s only natural that these expectations extend to the most important part of life: home.
Value on demand
The real premium in today’s resident experiences lies in services and features that deliver tangible value in everyday life. It’s about saving time, reducing hassle, and making day-to-day living more efficient and affordable. That includes financial benefits, lifestyle support, digital integration, and services that make an everyday busy life that bit easier. Residents are after practical benefits, not ones that just look good on paper.
How this is working in real life
Build to Rent operator Touchstone has recently partnered with resident benefits platform Benefitty to launch Touchstone Perks across its multifamily portfolio. The programme gives residents access to curated savings and lifestyle benefits spanning everyday essentials through to travel, fitness, consumer tech and more.
Crucially, this is not a one-off incentive. It is designed as ongoing, embedded value, something residents can benefit from week after week in their daily spending and lifestyle choices. The renter community today is increasingly savvy and discerning, quick to recognise short-term gimmicks or headline-grabbing incentives that don’t deliver lasting value. This is not that. Instead, it reflects a more thoughtful approach, designed to provide genuine, long-term benefits that integrate into everyday life and meaningfully improve how residents live, spend, and experience their homes over time.
Amenities versus everyday value
Despite the headlines suggesting a shift away from traditional amenities, it is not a case of one replacing the other. In reality, the most successful Build to Rent schemes will combine both physical amenities and everyday value to create a more complete resident experience.
For years, Build to Rent marketing has focused heavily on gyms, co-working spaces, rooftop terraces and concierge services and these elements still matter. They continue to play an important role in shaping community, convenience, and lifestyle within a development.
However, on their own, they are no longer enough to meet rising renter expectations.
What is emerging instead is a broader, more layered definition of value, such as reduced cost of living through discounts and partnerships, access to wider lifestyle benefits, digital-first engagement, personalised perks, curated experiences, and even financial wellbeing support through everyday savings. In many ways, this marks the next stage of Build to Rent's evolution: moving from amenity-led developments to resident-first experiences that deliver value both at home and in everyday life.
Why this is happening
The evolution of Build to Rent is not happening in isolation, it mirrors wider societal change.
Today’s renters are navigating:
Higher cost of living pressures
Greater job mobility and flexibility
Increased expectations of digital convenience
A preference for subscription-style access over ownership
A stronger focus on lifestyle quality and wellbeing
Furthermore, renting is no longer seen as a stopgap on the way to homeownership. For many, it is a lifestyle choice that provides greater freedom and flexibility and Build to Rent is uniquely positioned to meet these changing expectations.
Build to Rent versus traditional renting
One of the most significant advantages of Build to Rent is speed of evolution.
Because developments are purpose-built and professionally managed, operators can move quickly, introduce new initiatives and seamlessly integrate services that enhance residents' day-to-day lives.
This makes it possible to:
Roll out new resident services across whole developments
Integrate technology consistently across portfolios
Build long-term partnerships with service providers
Measure impact on retention, satisfaction, and occupancy
Change quickly based on resident feedback
How to choose a rental home
If you’re choosing a Build to Rent home, don’t just be swayed by the gym or the rooftop terrace. The real question is: does this place actually make your day-to-day life easier?
Look for developments that go beyond the basics, ones that help you save money, save time, and remove everyday hassle. That could mean real cost-of-living savings through resident discounts, simple digital tools that make managing your home effortless, or services that quietly take friction out of busy routines. If it genuinely makes living simpler, more efficient, and better value every day, that’s where the real quality lies.