UK Apartment Association seeks to promote Build-To-Rent

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

The group will extend to the other subgroups within Build-to-Rent, including architects, contractors, attorneys, regulators, and other vendors.

Build-to-Rent is forecast to be worth more than £ 550 billion by 2030.

“Achieving positive change for Build-to-Rent is the job of the entire industry.”

Lucy Sharp, Director of Public Relations, Fashion Living and Chair of the UKAA Communications Committee, said: “Despite the groundbreaking initiatives we are running as sole proprietorships within BtR, achieving positive change is almost impossible without the collaboration of all the industry.”

“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 of my colleagues to join forces to give BtR the representation it clearly deserves.”

“In a sector that is forecast to reach 550 billion pounds over the next decade, there is room for everyone. The spirit of this committee is the understanding that if everyone moves forward together, the success of the sector will eventually resolve itself.”

The BtR industry is moving forward.

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

However, it said that the sector has evolved with significant players now offering a full range of housing options across geographies, price points, and specifications, focusing on quality and value for money.

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

Members will also explore the term ‘build to rent,’ its connotations, and consumer understanding of the phrase, considering how the industry can reposition its brand and communication strategy to better resonate with the public.

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

“It is undoubtedly one of the most important initiatives for UKAA and the industry in 2021, with the potential to change the rules of the game in the public and media understanding of what we offer.”

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

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