In ASK4’s latest BTR research report, Building a True Home, we explore how connectivity shapes the resident experience and reveals critical gaps in how operators are facilitating this essential service, and failing to communicate it to prospective residents.
Partnering with SAY Property to survey over 1,000 renters and conduct almost 900 mystery shopping exercises across UK BTR properties, ASK4 aimed to understand the role Internet connectivity plays in the decision making process of residents. The findings? Renters are demanding seamless connectivity from day one, and operators who fail to deliver risk losing out on both new leases and renewals.
In today’s rental market, high-speed, hassle-free Internet is the expectation, with a strong desire for this to be included as part of the cost of tenancy. With remote work, smart home technology, and digital entertainment becoming everyday essentials, renters are prioritising connectivity just as much as location or price, and it ranks as the most sought after amenity for many. Yet, despite its significance, many BTR operators fail to communicate the availability and benefits of included WiFi to prospective residents.
Taking a closer look
After surveying over 1,000 renters and conducting 869 mystery shopping exercises, we uncovered some compelling insights:
📌 Renters expect instant connectivity – 93% want WiFi within days of moving in
📌 WiFi is a deal-breaker – 84% say poor Internet would make them reconsider renewing
📌 Operators are missing marketing opportunities – 60% of BTR properties with WiFi included in rent didn’t mention it to prospective residents during viewings
What does this mean for BTR operators?
Providing high-speed, hassle-free WiFi isn’t just an added perk—it’s essential for attracting and retaining residents. Operators who communicate this value effectively can set themselves apart in a competitive market. To read more about the role that Internet connectivity plays in the resident journey, download the report using the link below.
