Do you need full-time leasing staff in BTR?

Whether you need full-time leasing staff on-site during the lease-up of a recently completed Build-to-Rent (BTR) project is a question we get asked often.

In a competitive market where we consistently meet renters touring BTR projects to negotiate incentives, to avoid a price race to the bottom you need to stand apart.

And one of the critical ways to do this is through the provision of the high-quality service that BTR has initially established its offering on.

Renters want a building that delivers on its promises. Here’s a few reasons why a full-time staff member looking after leasing in a BTR building can make all the difference.

Presenting a comprehensive and compelling view of the project

Having a dedicated leasing staff member stationed full-time in the display suite ensures they develop an in-depth understanding of the project from every angle. Their daily presence allows them to familiarise themselves with the unique features, design details, and benefits that set the development apart.

Beyond simply knowing floor plans and pricing, they gain first-hand experience with the lifestyle offerings, amenities, and community aspects that potential residents care about most. They can answer questions with confidence, provide tailored recommendations based on individual needs, and highlight the aspects that make the project a standout choice.

Creating an adaptable and effective leasing strategy

Spending time in the space also allows leasing staff to observe how prospective tenants interact with the display, noting common preferences and concerns. This valuable insight helps refine the leasing strategy, ensuring a more personalised and compelling experience for each visitor.

BTR leasing strategies need to evolve over time, and this on-ground knowledge is essential to refining the approach to meet leasing requirements – and therefore funding requirements.

Providing flexibility to renters

One of the great promises – and assumptions – of a BTR project is that renters aren’t given a 15-minute inspection window like in the traditional market, rather they’re able to choose 1:1 appointments where they enjoy a personalised tour of the building and its resident offerings.

A full-time staff member available 36 hours a week can work with prospects to deliver inspections when it suits them. An open and manned display suite demonstrates flexibility.

By also being available on weekends, when many potential renters have time to visit, the leasing staff member enhances accessibility and maximises engagement opportunities.

Investing in a full-time leasing expert on-site might seem like a financial burden – however an impactful leasing professional knows how to both structure such costs into the financials of a project, and how to successfully execute a leasing strategy without resorting to price cuts and incentives that can end up costing an asset owner more.