"Understanding what tenants value most is an important consideration for landlords looking to stay competitive during some of the biggest regulation changes in a generation"
- Julie Fisher - Simply Business
UK renters are far more concerned with practicality than premium finishes, according to new research from small business and landlord insurance provider Simply Business. The study takes a room-by-room look at what renters prioritise when searching for a home, and the results may surprise landlords who have invested in high-end upgrades.
Counter space tops the kitchen wish list for half of all renters (50%), making it the single most sought-after feature across the entire home. Storage (41%) and natural light (40%) follow closely behind. Kitchen islands, often cited as a key selling point, are a priority for just 1 in 10 renters (10%).
The bathroom tells a similar story. Good ventilation (41%) and water pressure (40%) rank well above modern fixtures (21%), heated towel rails (11%) and heated flooring (6%), a clear signal that the fundamentals matter more than the finishes.
In the bedroom, space for a double bed is the standout priority, with two-thirds of renters (67%) unwilling to compromise on it. Natural light (46%) and built-in wardrobes (45%) also rank highly. In the living room, large windows (43%), space for a corner sofa (27%) and French doors or outdoor access (26%) lead the wish list.
Most wanted features
Kitchen: sufficient counter space (50%), ample storage (41%), natural light (40%). Bathroom: good ventilation (41%), good water pressure (40%), and a bathtub (35%). Bedroom: space for a double bed (67%), natural light (46%), built-in wardrobes (45%). Living room: large windows (43%), space for a corner sofa (27%), French doors or outdoor access (26%).
The regional picture
The national figures only tell part of the story, and regional variation is significant for landlords operating in different markets. In the South West, 68% of renters want sufficient counter space, nearly double the rate in the North East (39%). Natural light in the kitchen matters to 73% of Norwich renters, compared to just 20% in Cardiff. Modern appliances are a priority for 63% of Manchester renters, against just 13% in nearby Liverpool, the widest city gap recorded in the survey.
When it comes to features renters will pay more for, a private garden leads overall at 44%, but regional differences are stark. In Sheffield, 75% of renters would pay a premium for one, while in Liverpool, that figure drops to just 25%. Parking (31%), an en-suite (29%), a garage (24%) and a high energy efficiency rating (21%) round out the top five nationally.
"Understanding what tenants value most is an important consideration for landlords looking to stay competitive during some of the biggest regulation changes in a generation," said Julie Fisher, UK chief executive at Simply Business.
"With over 400,000 landlords insured through us, we understand the integral role they play in the housing market, and the challenges they're facing as they navigate a period of enormous change. But our research tells us that making a property more appealing doesn't have to mean expensive renovation. It's often the straightforward things that matter most - space, light, and access to some outdoor space."
The findings carry particular weight as the Renters' Rights Act ushers in a new chapter for the rental property market. For landlords reviewing their portfolios or preparing properties for new tenancies, the message from renters is consistent: get the basics right before reaching for the premium upgrades.
