BTR Leasing: Should we use In-house Leasing teams or rely on External support?

Build to rent Mar 13, 2025

TL;DR Executive Summary

BTR landlords and operators looking to maximise their Net Operating Income (NOI) by optimising their leasing strategies typically struggle to balance the desire to run complex in-house operations against the loss of control associated with using an external solution. While managing leasing in-house offers control and brand-building opportunities, it often leads to inefficiencies and higher hidden costs. On the other hand, traditional agencies also present challenges due to conflicting agendas and a lack of nationwide renter access. Home Made provides a superior alternative, offering a scalable, data-driven, and cost-effective solution with unparalleled access to renters and consistent delivery across portfolios.

The UK’s Build-to-Rent (BTR) sector is still evolving, and operators face critical decisions about leasing strategies. Choosing between in-house leasing and outsourcing significantly impacts a scheme’s performance and NOI. To help BTR landlords make informed decisions, we have explored the advantages and challenges of each approach and why Home Made offers the best alternative.

In-House Leasing: Control vs. Operational Challenges

Some BTR landlords opt for in-house leasing, believing it allows greater control over brand positioning and the customer journey. While this approach has advantages, it can also present significant operational challenges.

Advantages of In-House Leasing:

Control Over Branding – Operators can shape the brand experience, ensuring alignment with their long-term vision.
Customisable Data Strategy – Direct access to leasing data allows landlords to design reports and analytics tailored to their needs.
Enhanced Customer Experience – Direct interaction with prospective tenants can create a strong connection with the brand.

Challenges of In-House Leasing:

Expertise Gaps – While some landlords excel in planning, construction, and financing, leasing requires specialist knowledge they may lack.
Workforce Inefficiencies – Staffing must accommodate both peak and low seasons, often leading to excessive costs and underutilised resources.
Limited Marketing Reach – Operators tend to market locally rather than leveraging migration paths that bring renters from other areas.
Operational Struggles – In-house teams juggle multiple responsibilities, from handling enquiries and conducting viewings to progressing offers and managing existing tenancies. This can dilute focus and reduce effectiveness.
Bias in Lead Selection – Some in-house teams prioritise ‘easy wins’ and may overlook high-quality leads that require additional nurturing.
Peak Time Clashes – The busiest periods for inbound enquiries typically align with the most in-demand viewing slots. A single person cannot handle both at the same time, leading to missed opportunities.

Outsourcing to Traditional Agencies: The Hidden Costs

Some landlords choose to work with high street agencies, expecting a streamlined process. However, traditional agencies have limitations that can hinder BTR performance.

Challenges of Traditional Agencies:

Indirect Costs – Landlords contribute to branch expenses, covering salaries from admin staff to senior management, which inflates service costs.
Conflicting Priorities – Local branches tend to optimise for their local commissions, which is much higher with the local private landlords (paying X2 the fee as well as renewal and property management fees), which can result in misaligned priorities and inconsistent service.
Limited Renter Access – The localised nature of high street agencies restricts the ability to target renters from key migration pathways.
Competing Operational Processes - An single individual can be responsible for multiple responsibilities, from responding to enquiries and conducting viewings, to handling offers and overseeing tenancy management. These competing priorities can impact efficiency, availability and crucially conversion rates.

The Home Made Solution: Scalable, Data-Driven, and Cost-Effective

Home Made is redefining BTR leasing, offering a seamless, scalable, and cost-efficient solution designed specifically for institutional landlords and operators. Our approach enhances NOI while maintaining brand integrity and delivering consistent results across portfolios.

Why BTR Operators Choose Home Made:

Brand Enhancement – We work with landlords to customise the renter journey, ensuring a premium brand experience at every touchpoint.
Scalability Without Overheads – Our model supports leasing at scale, eliminating the inefficiencies of staffing for fluctuating occupancy rates.
Data-Driven Decision Making – We provide landlords with granular insights, enabling informed strategy adjustments and maximised performance.
Low Cost-to-Serve Model – Without the overheads of traditional agencies, we offer a more cost-effective solution while delivering superior results.
Unparalleled Renter Access – Our extensive reach across digital platforms connects BTR landlords with millions of potential renters, beyond localised agency networks.
Consistent Delivery Across Portfolios – Whether operating one scheme or a multi-city portfolio, our service ensures uniform execution and optimal results.

Conclusion

For BTR operators, effective leasing is the key to maximising NOI. While in-house leasing provides control, it presents significant inefficiencies, and traditional agencies lack the scale and alignment needed for BTR success. Home Made offers a data-driven, scalable, and cost-effective alternative, giving landlords the tools to enhance their brand and lease-up performance while reducing operational burdens.

To learn more about how Home Made can optimise your BTR leasing strategy, get in touch today at btr@home-made.com