How Landlords Can Appeal to First-Time Renters

The number of young adults living with their parents has risen significantly in the UK. Between 2006 and 2024, the proportion of 25- to 34-year-olds living at home increased from 13% to 18%, peaking at 21% during the COVID-19 pandemic. Many are staying at home to save money, particularly in areas where rent and house prices have surged.

For landlords, this shift presents an opportunity: by understanding what these young adults want in a rental property, they can attract this key demographic and encourage first-time renters to make the move from the “Hotel of Mum and Dad” to independent living. Here’s how landlords can appeal to this group.

1. Make Affordability a Priority

One of the biggest barriers preventing young adults from renting is the cost. Many stay with their parents because private renting is too expensive, particularly in cities like London, where average rents can reach £1,000 per month.

How landlords can help:

• Research local rental prices and ensure your property is fairly priced.

• Bundling rent with utilities like water, electricity, and Wi-Fi can make budgeting easier for first-time renters.

• Consider deposit replacement schemes, which reduce the upfront financial burden.

2. Offer Fully or Partially Furnished Properties

Young adults moving out of their parents’ homes for the first time often lack furniture and household essentials. A fully or partially furnished rental removes this financial and logistical challenge.

What to provide:

• Essentials like beds, sofas, dining tables and kitchen appliances.

• High-speed broadband, as internet access is a top priority for remote work, gaming, and streaming.

• Flexible furniture options, allowing tenants to personalise the space without major financial investment.

3. Prioritise Location and Transport Links

First time renters typically look for properties with good access to work, social life and amenities. Many rely on public transport, so proximity to train stations, bus stops or cycle routes is a major plus.

Ways to enhance location appeal:

• Highlight nearby transport options in listings.

• Provide bike storage or offer information on local bike-sharing schemes.

• If the property is further from the city or town centre, emphasise local amenities like supermarkets, gyms, cafes, and co-working spaces.

4. Create a Modern, Low-Maintenance Home

First-time renters are looking for properties that are modern, stylish, and easy to maintain.

Landlords can attract them by:

• Using neutral decor that allows tenants to personalise their space.

• Providing energy-efficient appliances to keep bills low.

• Ensuring the property is well-maintained, with reliable plumbing, heating and security features.

Adding smart home technology, such as keyless entry or smart thermostats, can also increase a property’s appeal to tech-savvy renters.

5. Offer Flexible Tenancy Agreements for First Time Renters

Many young adults are unsure about long-term renting commitments, particularly those still saving for a house deposit. Shorter or more flexible tenancy agreements can make your property more attractive.

Options to consider:

• Offer 6-month break clauses instead of only 12-month fixed contracts.

• Allow subletting options (if legally permitted) to give tenants flexibility.

• Make renewals easy by maintaining good communication and reviewing rent increases fairly.

6. Promote Social Aspects of the Property

For many young adults, moving out is about more than just independence; it’s about having a social life. Properties that allow for a social lifestyle will have greater appeal.

Ways to enhance social appeal:

• Consider offering house shares. HMO (House in Multiple Occupation) properties can be more affordable and sociable for young renters.

• If letting out apartments, ensure communal areas are attractive and well-maintained.

• Allow pets, if possible—many young renters would love a pet-friendly property.

7. Help First Time Renters Navigate the Process

One of the reasons young adults stay at home longer is a lack of knowledge about renting. The process can seem daunting, from referencing checks to understanding tenancy agreements.

How landlords can make renting easier:

• Provide a clear, easy-to-read tenant guide explaining key rental processes.

• Offer online applications and digital contract signing to make moving in seamless.

• Be transparent about costs, deposits, and requirements upfront.

A good landlord-tenant relationship from the start builds trust and encourages long-term tenancy.

Property Management Services

Prompt maintenance is key to easing the concerns of first-time renters. Executive Property Management Solutions provides a professional and rapid maintenance service as part of our property management offering.

Contact us today to find out how to super-serve your tenants whilst freeing yourself up to concentrate on other aspects of the business.