Why Listening Matters More Than Ever in Build to Rent
by Nicolas Philippe-Desneufbourgs
Account Manager - hereSAY
In the competitive Build to Rent sector, listening is a game-changer for success. For leasing teams, understanding prospective tenants' needs is no longer optional, it’s essential. When we listen, we move beyond generic service, building trust and creating lasting success by delivering exactly what people need.
The Value of Active Listening in Leasing
With the Build To Rent market rapidly expanding, competition for residents has never been fiercer. As the imbalance between demand and supply is easing, the spotlight has shifted towards exceptional customer service, with staff needing to truly understand what each prospective resident values, whether it’s location, amenities, or budget.
Active listening is how we do this. By paying close attention, leasing staff can uncover these priorities and offer personalised solutions, demonstrating empathy and professionalism, which builds trust and reliability.
Why is this important? BTR schemes are not just about providing apartments but creating vibrant communities. To succeed, leasing teams need to align the prospective resident’s preferences with what the development offers, whether it’s social spaces, transport links or specific amenities. Personalised tours that speak to what people value create stronger connections and a more meaningful experience.
Insights from Mystery Shopping: Listening’s Impact
hereSAY’s mystery shopping data highlights the powerful impact of personal connections and attentive listening on leasing success. When agents were friendly and skilled at building rapport, the likelihood of recommending a scheme averaged 8.3 out of 10—substantially higher than the 5.1 score when this was only done moderately or not at all.
In 2023, 65% of agents were able to personalise tours and explore tenant preferences. By 2024, this figure rose to an 86%. This shift is telling. In a tougher market, where residents have more options, leasing staff must better engage with prospective tenants and listen to their needs. With our data also showing that the onsite experience with staff is the biggest driver of overall scheme perception and ratings after viewing a scheme, the value of a personalised and engaging approach cannot be overstated.
Impact on Decision-Making for Prospective Residents
We can deduce from this that listening isn’t just about making a good impression – it directly impacts the decision-making process. This trust can influence their decision to move forward with a scheme.
In a competitive market, where residents often consider multiple options, tailored interactions set a place apart. A tour that speaks directly to someone’s priorities doesn’t just showcase the scheme – it demonstrates a genuine commitment to service, making it easier for prospective residents to say “yes” with confidence.
Here’s a quote from one of our mystery shoppers:
“The leasing staff member was very attentive - she listened to my needs and answered all my questions well. She made the whole tour fun and memorable. It seems like a friendly, community-based place that listens to the residents. She was extremely friendly and I could tell she believed in what she was selling. I could definitely see myself living there.”
Listening as Part of a Broader Commitment to Service
Active listening is not just a skill, it’s a reflection of an organisation’s values. In a market where many schemes offer similar amenities and pricing, the human touch becomes a key differentiator. Teams that listen closely to resident needs signal their commitment to creating thriving, long-term communities.
In today’s BTR landscape, listening is essential. Our data shows that mastering this skill enhances the viewing experiences, builds trust, and drives leasing success. At the end of the day, listening isn’t just a differentiator – it’s what turns good service into something truly exceptional.
For more information on our mystery shopping services, take a look at our page.