Why more hospitality and luxury retail professionals are switching to build to rent

Build-to-Rent (BTR) is rapidly reshaping urban living in the UK, attracting billions in investment and redefining what it means to rent. These aren’t just properties – they’re lifestyle-driven communities with concierge services, curated amenities, and experiences that rival luxury hotels. For professionals from hospitality and luxury retail, BTR offers a unique career path that blends service excellence with real social impact.

The opportunity

The UK Build-to-Rent (BTR) sector continues its growth trajectory, with investment reaching £2.2 billion in the first half of 2025 – including over £1 billion in Q2 alone, according to Knight Frank. Single Family Housing has emerged as the dominant force, capturing 49% of total BTR investment through 17 deals worth £730 million, reflecting strong appetite from both domestic and international investors for this evolving asset class.

While overall investment volumes have moderated compared to 2024’s record levels, the fundamentals driving BTR growth remain: homeownership is increasingly unattainable for millions, the private rental sector now houses over 4.4 million households in England, and institutional capital continues flooding into the space.

With 83% of 2025 transactions focused on forward-funding new developments and major players like Urban Bubble, Greystar, and Quintain Living committing billions to pipeline projects, the sector's expansion shows no signs of slowing. As new BTR developments launch monthly across London, Manchester, Birmingham and beyond, the critical question facing the industry is no longer about capital availability, it's about operational capacity and who will manage this wave of new rental housing.

With new developments launching monthly across the country, the natural next question is: who will manage them?

Why build to rent is a game-changing career opportunity for hospitality and luxury retail consultants. 

With a team coming from all areas of hospitality, including 5* venues, trust us when we say that modern build-to-rent developments are nothing without a first-class team to manage them.

For many candidates, it's the operational sophistication that draws them to build-to-rent. Far from traditional property management, the sector demands a unique blend of skills that appeals to ambitious hospitality professionals.

Modern build-to-rent developments offer amenities that rival luxury hotels: co-working spaces, residents' lounges, rooftop terraces, fitness centers, cinema rooms, and often on-site restaurants and bars. Many feature concierge services, regular community events, and 24/7 support teams.

The community management approach draws directly from hospitality principles – creating memorable experiences, anticipating needs, and building lasting relationships. However, unlike hotels where guests stay for days, build-to-rent residents call these places home for years.

The ideal candidate profile

Success in build-to-rent requires a specific professional DNA. The sector attracts those who combine hospitality excellence with a genuine passion for community building.

This profile describes many hospitality professionals who may be seeking more meaningful work than traditional hospitality roles can offer.

For these individuals, build-to-rent offers a chance to apply their expertise in an environment that values both operational excellence and social impact.

From our research at deverellsmith, we've found that individuals who excel in customer service, problem-solving, and community engagement have the transferable skills to succeed in build-to-rent environments.

The perception challenge

Despite its appeal, build-to-rent faces a talent acquisition challenge in attracting hospitality professionals.

Another consideration is salary alignment with traditional hospitality expectations. Our market research indicates that while base salaries in build-to-rent may vary, the sector compensates through superior work-life balance, accelerated career progression, and often equity participation in growing companies.

For Community Manager roles, as shown by our deverellsmith living salary guides, salaries typically range from £35,000 to £45,000, with senior positions reaching £60,000+. When combined with benefits packages, professional development opportunities, and the chance to shape emerging communities, many find this an attractive proposition.

The sector also offers the reward of creating meaningful, lasting impact. For many professionals, seeing residents build friendships, launch businesses from co-working spaces, or simply thrive in the communities they've helped create makes the career transition worthwhile.

Understanding the build-to-rent landscape

The build-to-rent sector encompasses various operational models, each offering different opportunities for hospitality professionals:

Fully integrated operations

Companies like Uncle and Verv Life manage most services in-house, from community programming to facilities management. These environments offer hospitality professionals the chance to develop comprehensive operational expertise across multiple service areas.

Partnership models

Many operators work with specialist service providers – partnering with local restaurants for on-site dining, fitness brands for gym management, or event companies for resident programming, for example, Kew Curve-Ila is working with the local authorities to allow residents to know about the ‘Chiswick Card’ to allow residents local discounts for pubs and restaurants in the area. This creates opportunities for both partnership management roles and independent service delivery within residential settings.

Making the move

For hospitality luxury retail consultants considering build-to-rent, the transition represents an opportunity to apply proven skills in a sector that's reshaping how people live and work in modern cities.

The communities being built today will house millions of residents over the coming decades. For hospitality professionals ready to make a lasting impact while advancing their careers, build-to-rent offers an exciting frontier.

About the Author

Grace Harris is a Senior Recruitment Consultant specialising in the Build to Rent temporary division at deverellsmith, a leading real estate recruitment and talent solutions partner spanning the UK and US. With years of recruitment experience, Grace expertly connects top talent with organisations in the dynamic Build-to-Rent sector.

At deverellsmith, we specialise in connecting exceptional hospitality talent with innovative build to rent opportunities. Contact our team to explore how your expertise could shape the future of urban living.