A national communications steering committee has been launched by the UK Apartment Association in a bid to enhance the reputation of Build-to-Rent among investors, policymakers, and residents.
The British Property Federation, Moda Living, Quintain, Greystar, L&G, Grainger, Get Living, PLATFORM_, urbanbubble, JLL, Homeviews, Love to Rent, SAY PC, The Oracle Group, & RoomService by CORT have all joined forces and are among the founding members of the committee.
In addition, sub-groups within Built-to-Rent, such as architects, contractors, lawyers, regulators, and other suppliers will be included. Current forecasts suggest that Built-to-Rent will be worth over £550bn by 2030.
Lucy Sharp, head of PR, Moda Living & chair of the UKAA Communications Committee, said: “Despite the game-changing initiatives we are executing as individual businesses within BtR, effecting positive change is almost impossible without industry-wide collaboration.
“It is important for us to be aware of what others are doing, applaud efforts, acknowledge successes, and encourage innovation, because the success of one becomes the success of many.
“It has been inspiring to see the willingness and motivation from my peers to join forces in giving BtR the representation it clearly deserves.
“In a sector predicted to reach £550bn over the next decade, there is room for everyone. The ethos of this committee is the understanding that if everyone is moving forward together, the sector’s success will in time take care of itself.”
The association also pointed out that, historically, there has been a perception that Build-to-Rent is a high-end product. However, it claims that thanks to the involvement of new major players, the sector is now able to offer both quality and value for money by offering a complete range of housing options across geographies, price points and specifications.
Residents in UK Built-to-Rent accommodation will be the subject of real-life case studies collated by the committee, while the term ‘build-to-rent’ will also be explored by members to discover the general comprehension of the phrase among the public, with a view to tailoring its brand and communications strategy to ensure it’s well understood.
Dave Butler, managing director, UKAA said: “This initiative is a clear demonstration of how the BtR sector is maturing and working together for the benefit of our customers and our members.
“It is undoubtedly one of the most important initiatives for the UKAA and the sector in 2021, with the potential to be a game-changer in public and media understanding about what we offer.
“We are strengthened as an association and an industry when our members come together like this.”