The Focus Group partnering with The UKAA to support BTR companies
With over 20 years in the property industry, The Focus Group has developed a deep understanding of the property marketing realm throughout the lifecycle of a development. The three arms of The Focus Group are already supporting the property market in its respective specialisms.
Our work with industry heavyweights Folio London, Telford Homes and Greystar have already given us a good grounding and introduction to this industry. However, in recent times, we have started to delve deeper into the approach needed for Build to Rent (BTR) developments and their more cyclical nature.
In addition to committing to membership with The UKAA, we undertook a Censuswide renters’ survey to assimilate intelligence that could assist us in understanding the mood of renters during the pandemic, and in particular, their attitudes towards new BTR developments. The results provided invaluable insight into the sentiment and societal tendencies of renters in England.
Growing pessimism amongst Gen Z renters, coupled with their lack of confidence in their future was evident. However, a clear interest in renting once the pandemic draws to a close was demonstrated. Interestingly, their post-pandemic decision-making has several new factors to consider – access to private and/or nearby open green spaces, and the space to work from home.
"84% of the renters we spoke to noted that they hadn’t seen any form of advertising from PRS brands"
From an advertising perspective, 84% of the renters we spoke to noted that they hadn’t seen any form of advertising from PRS brands in the last 30 days across digital and traditional media.
The combination of surveys, our UKAA membership and ongoing research through panels are evidence of the important investments we’re making as we expand our expertise beyond residential sales marketing and strive to better support the BTR market.
“The PRS survey was really enlightening and has already proved useful in supporting our ongoing projects with our Build to Rent clients, however, we’re determined in investing further in this flourishing industry.
"we’re determined in investing further in this flourishing industry"
“It’s clear we can’t copy and paste what we know works in residential sales, and partnering with The UKAA to collaborate and learn from its members is a commitment by The Focus Group to invest in this sector.” – James Mercer, Chairman.