Who Lives in Build-to-Rent? What the 2025 Data Tells Us About Occupancy Across England

1. BTR closely mirrors the wider PRS 

One of the headline findings is consistency. After five years of data collection, the profile of BTR renters continues to closely reflect the wider PRS across income, age and affordability measures.

In MFH schemes, 43% of residents earn between £26,000 and £50,000 per annum, compared to 45% in the PRS. This alignment challenges the perception that BTR caters only to higher earners. 

2. Low and middle earners are well represented

More than a quarter of BTR MFH renters earn £32,000 or less. In SFH, the proportion of lower-income renters is even more pronounced: 65% earn below £32,000, compared with 49% in the PRS and 25% in BTR MFH.

The most common income band in SFH is £19,000–£25,999, mirroring the wider PRS. These figures underline that BTR, particularly in its single-family format, is serving renters across a broad economic spectrum. 

3. Affordability ratios are broadly similar

Average affordability in BTR MFH sits close to 30% of gross income, comparable to the wider PRS. Couples and sharers typically spend around 29%, while singles spend around 33%.  In SFH, affordability ratios appear lower for couples and sharers (26%) than in MFH, although regional weighting plays a role.

The data also confirms that affordability varies by income band, with lower earners generally more stretched. 

4. Household composition differs between MFH and SFH 

In BTR MFH, 60% of households are couples or sharers, compared with 43% in the PRS. Families make up 6% of MFH households. In SFH, the profile shifts significantly: 38% of households are families, compared to 21% in the wider PRS and 6% in MFH. SFH therefore broadens the demographic base of BTR beyond its apartment-led origins.

5. Age profile remains concentrated under 35

The dominant age band across MFH, SFH and PRS is 25–34 years old (51% in MFH, 46% in SFH, 42% in PRS).  However, 35% of renters in SFH are over 35, matching the wider PRS and exceeding the 25% seen in MFH. This again points to diversification within the sector. 

6. Lease renewal rates indicate retention

55% of MFH tenancies were renewed in the last year, rising to 59% in SFH. These renewal rates suggest a degree of stability and resident retention within BTR schemes. 

Why This Matters for PropTech

The findings have practical implications for technology providers working with operators, investors and residents.

Tenant experience technology 

The data shows that amenities such as social events (82% of schemes), shared gardens (78%), parcel handling (71%) and co-working spaces (70%) are commonly included within rent. Experience-led technology platforms must therefore support community engagement, bookings, events management and communication at scale.

Rent analytics and affordability tools 

With average affordability ratios clustering around 30% but varying by income and household type, PropTech solutions focused on rent setting, referencing or portfolio analytics must account for demographic nuance rather than assuming a homogeneous tenant base.

Asset management platforms

Retention rates of 55–59% point to the importance of long-term resident management. Systems that track renewals, satisfaction and engagement are central to operational performance.

Community platforms

Given the concentration of 25–34 year olds in MFH and the higher share of families in SFH, product design should reflect differing engagement patterns between urban apartment communities and suburban housing schemes.

In short, the report reinforces that BTR is not a niche product for a single demographic. It is a diversified rental model serving varied income levels, age groups and household types. 

How PropTech Founders Can Use This Report 

This report is not just sector commentary; it is a usable dataset. 

• Market sizing: Founders targeting BTR can draw on verified proportions of income bands and household types to refine addressable market assumptions.
• User profiling: The breakdown of income, age and employment sector provides a grounded basis for building tenant personas.
• Product positioning: If 43% of MFH renters earn £26,000–£50,000, solutions should be aligned with mid-income affordability realities rather than premium-only positioning.
• Investor conversations: The similarity between BTR and PRS demographics can help founders demonstrate that BTR is integrated into the mainstream rental market rather than an outlier.
• Partnership targeting: The divergence between MFH and SFH – particularly in household composition and income distribution – supports differentiated partnership strategies with operators specialising in each format. 

Who Lives in Build-to-Rent? Report provides one of the most comprehensive occupancy analyses currently available in the UK rental market. Its value lies not in advocacy but in the consistency of its data across five years. For PropTech founders working in rental housing, it offers something essential: clarity about who the end user actually is. 

We encourage readers to review the full report to explore the detailed charts, regional breakdowns and SFH analysis in full.