Insights and Practical Advice for Landlords to Give Renters What They Want

A photo of a man and a woman sitting on the floor of their new home. The woman is holding a plant and there is part of a "welcome" sign next to the man — A couple moving into their new home

Recent research by the OSB Group reveals valuable insights into the psychological motivations of renters, highlighting three key drivers shaping tenant satisfaction and retention. These findings not only shed light on what renters truly want but also provide a guide for landlords seeking to create successful, long-term tenancies.

This article explores what renters want and how to put that into practice so you keep them happy in your property.

Understanding the Factors

The study identifies three core psychological factors that significantly impact a renter’s experience:

The Landlord-Tenant Relationship

A strong and positive relationship with the landlord is crucial. Poor relationships are a major reason renters aspire to move into homeownership. Renting should not be merely a financial transaction—it directly affects a tenant’s sense of belonging and emotional well-being.

Personalisation and Identity

Renters want to express their personal identity in their living spaces. Restrictions on decorating or personalising rental properties can make tenants feel disconnected and powerless. Allowing tenants some control over their living environment can significantly enhance their satisfaction.

Long-Term Security and Control

The value of ownership is deeply tied to the desire for stability and control. Fostering a collaborative, long-term relationship with tenants reassures them of stability, reducing their need to leave the rental market for homeownership.

Practical Steps for Landlords to Meet Renters’ Needs

Armed with these insights, you can develop a plan to better serve your tenants:

1. Build Strong Relationships

Clear Communication: Maintain open and transparent communication with tenants. Respond promptly to enquiries or maintenance requests to demonstrate reliability and care.
Regular Check-Ins: Conduct periodic, non-intrusive check-ins to ensure tenants are happy and address any issues early.
Respect Privacy: Always give proper notice before entering the property and respect tenants’ privacy to build trust.

2. Allow Personalisation

Flexible Decorating Policies: Consider allowing tenants to make minor changes, such as painting walls or hanging pictures, with prior approval. This flexibility helps tenants feel more at home.
Provide Options: Offer neutral décor and furnishings that tenants can easily personalise with their own touches.

3. Offer Long-Term Stability

Lengthier Leases: Offer longer tenancy agreements for tenants seeking security, particularly families or long-term renters.
Minimise Rent Increases: Keep rent increases fair and manageable, and communicate any changes well in advance to foster goodwill.
Demonstrate Commitment: Show tenants you value them by maintaining the property to a high standard and addressing their concerns promptly.

Benefits of Understanding Renters’ Needs

Meeting renters’ core psychological needs benefits landlords in several ways:

Reduced Turnover: Satisfied tenants are more likely to stay long-term, reducing the costs associated with void periods and tenant searches.
Attracting Quality Tenants: Properties that prioritise tenant needs stand out in a competitive market, attracting reliable renters who value these features.
Better Property Care: Tenants who feel respected and valued are more likely to treat the property with care, resulting in fewer maintenance issues.

Outsource Property Management

Outsourcing your property management provides a high-quality service for your tenants that shows your dedication to their comfort and other needs. Executive Property Management Services offer packages that involve timely maintenance and professional and friendly inspections, for example. Find out more about our Tenant Support and Full Management Services on the Make Lettings Easier page.