The Rise of Build-to-Rent: Marketing Strategies for a New Real Estate Model

Build-to-Rent (BTR) developments are emerging as a transformative force in the real estate sector. As the demand for flexible living solutions increases, more developers are shifting from traditional build-to-sell models to projects designed specifically for long-term renting. Unlike conventional residential developments, BTR projects require a unique marketing approach, one that attracts tenants rather than buyers from the outset.

Marketing a BTR property isn’t just about highlighting square footage or luxury finishes. Instead, it’s about creating a lifestyle-driven brand that resonates with potential renters. Digital presence, community engagement, and flexible marketing campaigns are essential to attracting tenants early and keeping them invested over the long term. In this article, we’ll explore how marketing strategies for BTR differ from those in traditional real estate and why building a strong digital presence is crucial for leasing velocity.

The Shift from Buy to Rent

In the current housing landscape, affordability challenges and a preference for mobility have made renting more appealing than homeownership for many. This shift has led to the rise of BTR developments, which are purpose-built for long-term leasing rather than individual unit sales. These properties often feature community-focused amenities, flexible leasing options, and tech-integrated living spaces.

This evolution requires a rethinking of traditional real estate marketing. Instead of focusing on investment potential and ownership pride, BTR marketing centers on lifestyle appeal, convenience, and fostering a sense of belonging. Developers must appeal to tenants who prioritize community connections, flexible leases, and a seamless living experience.

As more people opt for renting, BTR projects are being positioned not just as housing options but as lifestyle destinations. Effective marketing must reflect this by emphasizing modern amenities, communal spaces, and the benefits of flexible living arrangements.

Key Marketing Challenges in Build-to-Rent

One of the primary challenges in BTR marketing is addressing the distinct expectations of tenants compared to buyers. Unlike homebuyers, renters are not looking for a long-term investment but rather a living situation that fits their current lifestyle. This dynamic shifts the focus from selling units to creating a desirable community experience.

Another challenge lies in branding the BTR property itself. Developers need to position the project as a vibrant, engaging community rather than just a collection of rental units. Crafting a cohesive brand identity that highlights both the living experience and community engagement is crucial.

Additionally, BTR marketing must be proactive, with efforts beginning well before the property is move-in ready. Because these projects often have shorter lead times between construction and occupancy, developers need to start pre-leasing campaigns early. This means leveraging digital tools to attract potential tenants and keeping them engaged through the completion phase.

According to Realtor.com, BTR developments are gaining popularity because they provide renters with high-quality living environments, flexible lease options, and a strong sense of community—all factors that appeal to modern tenants looking for convenience and connectivity.

Strategy 1: Digital-First Leasing

Renters today are digitally savvy and expect seamless online interactions when searching for housing. A robust digital presence is not just beneficial—it’s essential. Digital-first leasing involves more than just listing a property online; it requires creating an engaging virtual experience that allows prospective tenants to envision themselves living in the space.

Virtual tours and interactive 3D walkthroughs are invaluable for showcasing units before they’re even completed. These immersive tools give potential tenants a feel for the layout and atmosphere without needing to visit in person. Paired with lifestyle-focused videos, these visual elements can highlight not only the units but also communal areas, fitness centers, and outdoor spaces.

Social media also plays a crucial role in digital leasing. Platforms like Instagram and TikTok offer unique opportunities to showcase the living experience through short videos, resident stories, and interactive Q&As. For instance, the Parian Luxury Apartments in Florida effectively utilized TikTok to engage potential renters by creating short, upbeat videos featuring on-site staff and furnished units. These videos, paired with popular music and relevant hashtags like #floridaapartments, provided a virtual tour experience while building a sense of community. This approach significantly enhanced the property’s digital presence, attracting prospective tenants even before they scheduled a visit.

Strategy 2: Community-Centric Branding

Build-to-Rent (BTR) developments thrive on community appeal. Tenants are not just looking for a place to sleep—they want a lifestyle that offers connection, convenience, and modern amenities. Marketing campaigns should emphasize the sense of community that BTR projects foster.

One effective approach is to create resident spotlights or feature stories from current tenants. These personal narratives build trust and give a face to the community. Social media posts showcasing community events—like food truck festivals, yoga classes, or game nights—reinforce the idea that living in a BTR property means more than just renting a unit.

Local partnerships also enhance community-centric branding. Collaborating with nearby cafes, gyms, or event spaces can show that the development is integrated into the wider neighborhood. For example, The Collective Old Oak in London offers residents access to a variety of shared spaces and hosts daily community events, such as yoga classes, movie nights, and skill-sharing workshops. These initiatives are designed to foster a sense of belonging and encourage interaction among residents.

Strategy 3: Flexible and Adaptable Marketing Campaigns

BTR marketing requires adaptability. Unlike traditional real estate, which often targets specific buyer demographics, BTR properties attract a diverse tenant base. Marketing campaigns need to be flexible, allowing for rapid adjustments based on tenant feedback and market shifts.

Seasonal campaigns are one way to keep marketing fresh and relevant. For example, highlighting coworking spaces during back-to-school months or showcasing rooftop patios during summer can target specific tenant interests. Additionally, dynamic pricing strategies that reflect current market conditions can help maintain leasing velocity.

The ability to quickly pivot marketing efforts is crucial when external factors, like economic changes or public health concerns, impact leasing. During the pandemic, some BTR developments successfully shifted their focus from social amenities to home office setups and private outdoor spaces, addressing renters' immediate needs.

Measuring Success: KPIs and Analytics

Tracking the effectiveness of marketing campaigns is essential for maintaining leasing momentum. Key performance indicators (KPIs) such as leasing velocity (the rate at which units are occupied), tenant retention rates, and digital engagement metrics should be monitored regularly.

A notable example is Village West Apartments in Lincoln, Nebraska. Partnering with RentVision, the community achieved full occupancy in just 10 months—ahead of the industry average of over 14 months. This accelerated lease-up was accomplished with only one leasing staff member on-site. RentVision's predictive advertising and mobile-optimized website played a pivotal role, generating approximately 53,000 website visits during the lease-up period, with nearly 80% of traffic coming from mobile devices. The dynamic advertising strategy adjusted spend based on real-time occupancy needs, reducing costs when units were fully leased and scaling up when new units became available. As a result, Village West signed 206 leases in 281 days and was able to increase rents by 6.3% to 10.8% across all floorplans during the lease-up. 

Analyzing tenant feedback through surveys and monitoring social media engagement also provides insights into what resonates with potential renters. These metrics inform future marketing strategies and help developers make data-driven decisions.

Marketing That Adapts to a Changing Rental Landscape

The rise of Build-to-Rent developments signals a fundamental shift in real estate strategy. To stay competitive, developers must think beyond traditional marketing methods and adopt a tenant-centric approach from the start. Digital-first strategies, community-focused branding, and adaptable campaigns are no longer optional—they’re the new standard.

By prioritizing tenant engagement and building a strong digital presence early on, BTR developers can secure faster leasing, better retention rates, and long-term success in an increasingly rental-driven market.