As the rental landscape evolves, residents increasingly prioritise efficiency and ease in their living arrangements. Modern renters expect a smooth, hassle-free experience, and reliable, high-speed Internet is a fundamental part of that expectation.
Despite this, a surprising statistic from the recent Building a True Home report reveals that 60% of prospective renters viewing Build-to-Rent (BTR) properties with inclusive WiFi were not informed that it was included in their rent. This represents a significant missed opportunity for property operators when marketing to potential residents.
So why are BTR operators failing to effectively market one of their most valuable selling points? And what can they do to change this? Let’s explore the impact of inclusive WiFi on the resident experience and how operators can leverage it as a competitive advantage.
Why inclusive WiFi matters to renters
The demand for Internet-inclusive rent is clear:
- 77% of renters say having high-speed, full-fibre WiFi included makes them more likely to move in
- 85% would prefer to pay a fixed-price bundle covering rent, utilities, and Internet
- 93% of renters expect their WiFi to be set up within days of moving in
For residents, having Internet ready to use from day one means avoiding the hassle of setup, installation fees, and potential delays in getting connected while they wait for their service to be activated. Instead, they can move in and immediately focus on settling into their new home, without worrying about whether or not they’ll be able to work remotely or have access to streaming services. Despite this strong preference however, many BTR operators are failing to communicate the value of inclusive WiFi to potential residents.
Why operators are missing the mark
1. Lack of clear marketing & communication
Many BTR operators focus on promoting amenities like gyms, concierge services, and communal lounges while neglecting to highlight the Internet experience. If a prospective renter doesn’t hear about inclusive WiFi during a viewing or see it clearly advertised online, they may assume they’ll need to set up and pay for their own service.
2. Misalignment between leasing agents & marketing teams
Even when inclusive WiFi is a feature, leasing agents may not be trained to emphasise it during property viewings, with a potential 60% of potential residents not being informed that Internet is included in their rent. If leasing teams don’t actively promote this benefit, potential renters might overlook a key factor that could sway their decision.
3. Underestimating Internet as a key differentiator
With competition growing in the BTR market, operators must find ways to stand out. A seamless, high-speed Internet experience is now an expectation. Renters expect WiFi to be available instantly, and a building-wide, managed Internet solution can be a game-changer for resident satisfaction and lease renewals.
How operators can ensure WiFi is a selling point
1. Highlight it in property listings & marketing materials
Operators should prominently feature inclusive WiFi in online listings, brochures, and social media ads. Clear messaging like “Move-in ready with high-speed WiFi included” can immediately catch a prospective renter’s attention.
2. Train leasing teams to communicate the benefit
Leasing agents should be equipped with key talking points about inclusive WiFi, ensuring that every potential resident understands how it enhances their living experience.
3. Make connectivity a core selling point, not an afterthought
Instead of treating WiFi as just another feature, operators should market it as an essential amenity—on par with features like gyms, security, and building management services.
The value of inclusive WiFi
The data is clear: renters value inclusive WiFi, and it can be a powerful selling point for BTR operators. There is a huge opportunity to bridge the communication gap and capitalise on what modern renters are truly looking for. By integrating Internet connectivity into core marketing strategies, training leasing teams, and actively promoting the benefits, operators can enhance their appeal, attract more residents, and boost retention rates. In a competitive BTR market, highlighting WiFi as a key amenity isn’t just smart—it’s essential.
Want to learn more? Discover how ASK4’s TrueHome solution provides seamless, high-speed managed Internet for BTR communities. Visit ask4.com/BTR to find out how we can help elevate your property’s connectivity experience, or book a meeting with our BTR team to chat to us about an upcoming project.
