Competitors join forces to promote Build-to-Rent

11 January 2021 | General

The UK Apartment Association has launched, a national communications steering committee designed to enhance Build-to-Rent’s reputation with investors, policymakers, and residents.

The companies joining forces are the British Property Federation, Moda Living, Quintain, Greystar, L&G, Grainger, Get Living, PLATFORM_, urbanbubble, JLL, Homeviews, Love to Rent, SAY PC, The Oracle Group, & RoomService by CORT are among the founding members

The group will extend to the other sub-groups within Build-to-Rent, including architects, contractors, lawyers, regulators, and other suppliers.

Build-to-rent is forecast to be worth over £550bn by 2030.

Lucy Sharp, head of PR, Moda Living & chair of the UKAA Communications Committee, said: “Despite the game-changing initiatives we are executing as individual businesses within BtR, effecting positive change is almost impossible without industry-wide collaboration.

“It is important for us to be aware of what others are doing, applaud efforts, acknowledge successes, and encourage innovation, because the success of one becomes the success of many.

“It has been inspiring to see the willingness and motivation from my peers to join forces in giving BtR the representation it clearly deserves.

“In a sector predicted to reach £550bn over the next decade, there is room for everyone. The ethos of this committee is the understanding that if everyone is moving forward together, the sector’s success will in time take care of itself.”

The association noted that historically BtR housing has been perceived as a high-end product.

Now however, it said the sector has evolved with major players now offering a complete range of housing options across geographies, price points and specifications, with a focus on quality and value for money.

The committee will collate real-life case studies from residents in UK Build-to-Rent accommodation.

Members will also explore the term ‘build-to-rent’, its connotations and consumer understanding of the phrase, with consideration given to how the sector can re-position its brand and communications strategy so that it better resonates with the public.

Dave Butler, managing director, UKAA said: “This initiative is a clear demonstration of how the BtR sector is maturing and working together for the benefit of our customers and our members.

“It is undoubtedly one of the most important initiatives for the UKAA and the sector in 2021, with the potential to be a game-changer in public and media understanding about what we offer.

“We are strengthened as an association and an industry when our members come together like this.”

This post has originally been featured in Property Wire.