Build‑to‑Rent is a core part of London’s housing market, providing professionally managed homes for rent. There is no question as to its role in London’s wider housing market, but perceptions of who is living in Build-to-Rent homes remain a barrier that the sector seemingly still needs to overcome.
The fifth London edition of Who lives in Build‑to‑Rent? addresses that challenge by grounding the discussion in evidence. Produced with Real Estate UK (formerly the British Property Federation) and the Association for Rental Living, and drawing on data compiled by PriceHubble, our 2026 report profiles residents in Build-to-Rent schemes and compares them with those in the wider private rented sector. The analysis covers 40 schemes across London, with input from providers, examining demographics including age, profession, and income.
The picture that emerges is more familiar than one would think. Build-to-Rent is not defined by a narrow or uniform group of renters. It reflects the mix of early‑career professionals, established workers, and shared households that underpin London’s economy. It is part of the mainstream rental market, not a distinct category within it.
Affordability remains central to how Build-to-Rent is perceived. While rents are typically higher than in the private rented sector, the gap is narrower than is often assumed. When set against incomes, the proportion spent on rent is similar across many households, and when other factors, such as amenities, are considered, Build-to-Rent offers a more balanced, better-value-for-money option for renters.
The offer within Build-to-Rent is also broader than is often recognised. Discounted Market Rent (DMR) forms part of many schemes, providing professionally managed homes at reduced rents for those on middle incomes. These homes sit alongside market rent units, offering the same standards and amenities while widening access.
Taken together, this challenges the idea of Build-to-Rent as a premium product for a limited group. It is housing a broad cross-section of Londoners, across sectors and stages of working life.
The report also comes at a point when delivery is under pressure. Although Build-to-Rent has continued to grow, momentum is slowing with fewer schemes in construction.
Whilst the reasons are well understood – rising costs, a complex regulatory environment, and delays in the system – that shift matters. Build-to-Rent has been one of the more consistent routes for delivering new rental homes in London, supported by long‑term investment and designed to operate at scale. The evidence here shows that this supply is not abstract – it underpins housing for a working population on which London’s economy depends.
If that pipeline continues to tighten, London’s housing mix is threatened, and at a time when demand is high, complacency is not an option.
Five years on from the first edition, the picture is clearer. Build-to-Rent has moved into the mainstream and plays a clear role in housing London’s workforce. The task now is to ensure the policy framework keeps pace, supporting continued delivery alongside other tenures.
To explore the full findings – and what they mean for housing delivery in London – read the report.