5 Unique Insights from Marketing Build-to-Rent Properties

The hurdles we’ve faced so far (and how we’ve overcome them).

Build-to-rent (BTR) is such an exciting property marketing category for us to be working in. For renters, it’s a welcome alternative that offers more stability and perks than traditional rental options, with a focus on community and service. But for property marketers, BTR offers challenges that require creativity, patience, and a fresh approach to traditional real estate campaigns.

Let’s look at five unique insights from our build-to-rent campaigns—and how these insights can help you stand out in this emerging space.

1. Most people don’t understand what BTR is…

The BTR model is still relatively new to the market, and many renters don’t fully understand what makes it different from conventional renting. With BTR, tenants enjoy longer lease terms, greater flexibility to personalise their space, and access to exclusive amenities. But because this is a new concept, we need to help prospective renters understand this better!

How to overcome this

• Focus on education: Use a full-funnel strategy to build awareness. The goal is to first capture attention with the unique features of BTR and then explain the benefits in more depth as potential renters move through the consideration stage. Authentic video content and blog articles can help to demystify the BTR model and create excitement around it.
• Highlight key benefits clearly: Your messaging should emphasise core BTR perks: no dodgy landlords, more freedom to personalise the space, and community-building features like co-working spaces or exclusive lounges. Don’t be afraid to pit the benefits against the downsides of traditional renting. Framing BTR as a lifestyle upgrade will help establish it as a desirable alternative.

2. … or how it differs from traditional rental options

In a crowded rental market, it’s easy for potential renters to skip past BTR offerings if they don’t understand them or know what makes it different. With other traditional rental properties competing for attention, BTR projects need to communicate a unique value proposition to avoid blending in with the rest of the rental market.

How to overcome this

• Leverage strong brand identity: Start with a clear brand identity across all platforms. From social media profiles to your website, every touchpoint should communicate what makes your BTR offering unique.
• Promote lifestyle and community: Renters are drawn to lifestyle-oriented messaging that highlights benefits. Showcase real residents enjoying amenities and show the “feel” of the community rather than just the space. High-quality images and video content that showcase community features like fitness centres, social events, and pet-friendly spaces can help convey the lifestyle BTR offers.

3. More information = more informed leads

BTR properties often require a more targeted approach to lead generation because there’s an element of education prior to driving conversion. Generating a high volume of leads isn’t enough if the enquiries don’t convert into actual tenants.

How to overcome this

• Develop targeted lead capture pages: Taking a leaf from our approach to real estate marketing, BTR marketers should use specific lead capture pages that are designed to qualify high-intent renters. These pages can capture more detailed information on preferences and motivations, filtering out those who may not be a good fit.
• Use a full-funnel marketing strategy: Start with awareness ads that introduce the concept, and as renters show more interest, deliver more informative content about available properties and the fine print.
• Understand who potential renters are and then speak to them accordingly: are they a younger demographic? A more relaxed, casual language and lifestyle benefits might be the go. On the other hand, if you’re speaking to working professionals and young families, the notion of security and proximity to work might be more important.

4. Short term vs long term mindsets

Unlike buyers, renters tend to have a shorter-term mindset, often viewing their space as temporary and focusing on price above all else. In BTR marketing, the goal is to shift this mindset by showcasing the lifestyle and community benefits that come with a longer-term rental arrangement.

How to overcome this

• Highlight long-term value: Emphasise that BTR properties offer the best of both worlds—security and flexibility. With built-in community amenities and the opportunity to make the space feel like home, BTR offers a more stable and enjoyable living experience.
• Promote amenities as “perks” of a long-term stay: It’s essential to communicate the unique value of these features, not just that they exist. Co-working spaces, community events, and fitness facilities offer renters a quality of life that makes BTR appealing beyond the monthly rent.

5. Together is better! Organic and paid

Finding the right balance between organic and paid strategies is essential to creating both immediate visibility and long-term engagement, as well as expanding your audience and building trust in your offering.

How to overcome this

• Combine paid ads with a consistent organic strategy: Paid media, such as Meta and Google ads, are effective for building awareness and generating immediate leads. However, to create sustained engagement, an organic content strategy should run in tandem, reinforcing key messages and establishing a community feel over time.
• Create value-driven organic content: Use organic social posts to provide renters with valuable information about the BTR lifestyle, tips on making rental spaces feel like home, or ways to make the most of community amenities. This approach fosters trust and creates a consistent brand presence that resonates over time.

To wrap up

Build-to-rent property marketing comes with its own set of challenges, but this ultimately leads to a stronger, more engaging campaign. From educating the market on the benefits of BTR to balancing organic and paid content, the right strategy can help you reach and resonate with people looking for a new kind of rental experience.