The new era of rental living - What employers need to know about today's talent priorities
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After a decade in real estate recruitment, I've witnessed significant shifts in how talent moves, specifically within the rental living sector.
Culture and career progression are just as important as salary
The conversations I’m having with candidates have shifted over the years; when I was recently headhunting for an Operations Director position, most of the candidates' questions centered around culture and career progression, not only compensation packages.
They want to know: how does the business treat its staff? What's the level of flexibility and trust? What mechanisms exist to ensure they're moving forward rather than stagnating for five years in the same role?
This shift represents a strategic opportunity for employers. Your talent acquisition success now depends on articulating clear advancement pathways and demonstrating genuine cultural attributes, not just competitive salaries.
The institutional landlord transformation
The rental industry shifts I’m witnessing extend beyond recruitment. As we all know, Private landlords are exiting en masse, creating space for institutional landlords like hedge funds, pension funds, and dedicated build-to-rent operators – a huge growth opportunity for our clients. We are seeing particular growth in more traditional/mid-range PRS, and in single famliy housing, rather than in super luxe, highly amenitised schemes.
Build-to-rent represents just 2% of UK Private Rented Sector stock, with single family housing accounting for 50% of the BTR transactions in Q1 2025. Industry projections suggest this 2% could treble within three years.
What successful organisations are doing
Communicating culture tangibly
Generic statements about "great culture" no longer works. Candidates want evidence: flexible arrangements, personal development budgets, mentorship programmes, and concrete progression timelines.
Why specialist recruitment matters
The complexity of rental living recruitment demands specialist expertise. Understanding company culture is my strength, and it’s critical to successful placements at a senior level.
Generic recruitment approaches fail to navigate the nuances of this evolving sector. Partnering with recruiters who understand build-to-rent operations, institutional requirements, and regional dynamics transforms hiring from transactional to strategic.
The reality of today’s job market
Here’s what I’m seeing in the current rental living sector: fewer roles available, and strong competition for each position. A single advertised role can attract up to 500+ applications. If you’re simply clicking ‘apply’ on LinkedIn, you’re entering a pile where nobody will notice you.
My advice to candidates in a market where jobs are scarcer:
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Tailor your approach to each specific role and organisation
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Reach out directly to the recruiter or company advertising the position
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Explain why you’re right for the role and why they should consider you
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Register with specialist recruiters to access opportunities before they hit the open market
Investing in professional development
Mentorship consistently emerges in my conversations as a critical factor. My advice to professionals: find somebody in the industry you admire. Most people are willing to mentor, you simply need to ask.
Moving forward
Success requires understanding that talent priorities have shifted, competition has intensified, and geographical dynamics are in flux.
At deverellsmith, we provide market intelligence, proactive talent pipelining, and strategic hiring support tailored to the sector’s specific demands.
Ready to strengthen your rental living recruitment strategy? Contact our team to discuss how we can help secure the talent who will drive your organisation’s growth.
Frequently Asked Questions
Q: Why culture is just as important as salary when hiring in the Rental Living sector?
A: Professionals with significant industry experience are taking a long-term view. They’re evaluating whether they’ll stagnate or accelerate their careers. Organisations that demonstrate clear progression pathways, flexibility, and genuine investment in employee development are winning the competition for top talent.
Q: How can candidates stand out in a competitive job market?
A: Tailoring your approach is essential. Beyond applying online, reach out directly to hiring managers or recruiters explaining your specific fit. Register with specialist recruiters who can provide access to pre-market opportunities. With 500+ applications per role, strategic differentiation is no longer optional.
Q: What impact will institutional landlords have on rental living careers?
A: Institutional operators bring professionalised management structures, clearer career frameworks, and greater development investment. As build-to-rent grows from 2% to potentially 6% of UK PRS stock within three years, opportunities for structured career progression will expand significantly across regional cities and London alike.
About the Authors
Hannah Taylor is an experienced Real Estate professional with 10 years of experience in the industry. Hannah manages deverellsmith’s Investment and Build to Rent team and places senior investment candidates across the real estate space.
Tommy Lambourne has over 15 years of experience working in Property recruitment and leads the Estate Agency, Rental Living, Property Management and Corporate Services divisions at deverellsmith. Managing all mid-senior level hires across Prime Central London and the UK, he has a vast knowledge of what exceptional talent looks like in the market.
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