"Shifting lifestyle priorities, facilitating flexibility, community, and convenience, mean that BTR suburban communities align perfectly with modern living preferences"
- Andy Jones - LRG
The build-to-rent (BTR) sector has shifted significantly from its early urban focus, with growing emphasis on the development of suburban BTR communities that combine property investment with hospitality-style services.
According to Andy Jones, group director of corporate sales, lettings and BTR at Leaders Romans Group (LRG), this evolution reflects broader lifestyle changes and increasing tenant demand for flexibility, convenience, and community.
Jones describes the trend as a move towards what LRG refers to as ‘BTR suburban communities’, also known as single-family housing (SFH) or suburban BTR. As these developments extend beyond city centres, the sector is taking cues from hospitality to deliver service-led living environments tailored to modern renters.
“The concept of ‘hotelification’ refers to the adoption of hotel-like services and amenities within other real estate sectors, particularly residential and office spaces,” explained Andy Jones, group director of corporate sales, lettings and BTR at LRG. “It embodies the move towards high levels of service, convenience, and flexibility, with features such as concierge services, on-demand maintenance and shared lifestyle amenities becoming the norm. In the context of BTR, hotelification is transforming the traditional rental experience, enhancing customer satisfaction, and driving long-term tenant retention.”
Building on this, the concept of ‘resitality’ pushes the integration of hospitality even further. Resitality blends the residential and service sectors, prioritising both lifestyle management and community. For suburban BTR, this means offering more than a house; it’s about creating flexible, managed environments where residents benefit from premium services without the responsibilities of ownership.
“Resitality goes beyond simply providing hotel-style services in rental properties; it integrates a community-focused approach, elevating the rental experience to a fully managed lifestyle offering,” said Jones. “This means that BTR suburban communities are not just about providing high-quality housing but about fostering communities where residents enjoy premium amenities, flexible living arrangements and a high standard of service without the complexities of homeownership.”
This evolution has coincided with key demographic and behavioural shifts. Millennials who previously drove urban rental demand are increasingly looking for family-friendly spaces without sacrificing service or lifestyle benefits. At the same time, hybrid working and post-pandemic lifestyle changes have boosted the appeal of suburban and semi-rural settings.
The suburban BTR model offers tenants the ability to adapt their living situation within a single development. Residents can move between different home types as their circumstances change, whether upgrading for a growing family or downsizing once children leave home, without the need for ownership.
Service delivery remains central to this proposition. Shared amenities in suburban BTR schemes often include lounges, gyms, co-working areas, and landscaped communal spaces. Additional offerings such as dry cleaning, parcel handling, and a ‘library of things’ (where residents can borrow household tools or appliances) further reinforce the convenience factor.
Developments may also feature private cinemas, BBQ areas, high-speed internet hubs with meeting rooms, yoga studios, childcare services, and curated community events. This wide range of services positions BTR as a comprehensive lifestyle product rather than simply a housing solution.
“The application of resitality principles is particularly relevant as BTR expands beyond city centres into suburban and semi-rural locations,” Jones noted. “These suburban BTR communities cater to a demographic shift: the Millennials who once fuelled the urban BTR boom are now seeking family-friendly environments that maintain the service and community ethos they have come to expect.”
Investor interest is growing as well. Suburban BTR offers a response to affordability constraints in the ownership market while meeting increased demand for high-quality rental options. The emphasis on managed services, long-term occupancy, and lifestyle alignment has positioned these developments as both a residential solution and a commercially viable investment class.
Jones added, “The BTR suburban communities model offers much more than just a house to rent. It provides a community-centric approach, where an individual or family can occupy a home that suits their lifestyle today, with the flexibility to transition seamlessly as their needs evolve.”
He continued, “The evolution of BTR into suburban markets presents a compelling opportunity for investors and developers. Demand for high-quality rental housing remains robust, particularly as affordability pressures make homeownership unattainable for many. At the same time, shifting lifestyle priorities, facilitating flexibility, community, and convenience, mean that BTR suburban communities align perfectly with modern living preferences.”
Rather than replicating urban BTR models in a new location, suburban schemes are emerging as a distinct category, shaped by evolving tenant priorities. The integration of hotel-style service and community-oriented amenities is enabling this new generation of BTR to stand apart.
Jones concluded, “BTR’s move into the suburbs is not just an expansion - it is a transformation. The integration of resitality and hotelification ensures that suburban BTR is not merely replicating urban BTR in a different location but is evolving into a distinct model that prioritises service, flexibility, and community. The result is a highly attractive rental proposition, not just for tenants, but for investors and developers looking to capitalise on the growing appeal of managed rental living.”
“As we look to the future, it is clear that suburban BTR will continue to push boundaries, leveraging resitality principles to redefine what it means to rent,” Jones said. “Whether it’s through concierge services, flexible housing arrangements, or an ever-expanding range of amenities, this new wave of BTR developments is set to shape the future of rental housing, offering an experience that is not just about where you live, but how you live.”
