CASE STUDY — Build to Rent • PBSA • Procurement

The wall art that makes residents want to stay

How design-led artwork helps BTR operators justify rent premiums, reduce void periods, and build the resident loyalty that transforms portfolio economics.

"Two buildings. Same postcode. Same floorplans. One leases up in eight weeks. The other sits at 60% for six months. The difference? How they feel."

In a build-to-rent market where competing schemes offer similar layouts and amenities, the resident decision comes down to something instantly felt. Art is one of the most powerful tools available to answer yes — a deliberate design decision that communicates quality, creates warmth, and turns a new-build into a place people choose, recommend, and renew.

+25%

higher resident satisfaction scores in art-enriched BTR developments vs comparable schemes

Hospitality Institute, 2025

+18%

boost in lease renewal rates — residents in well-designed spaces significantly more likely to renew

Hospitality Institute, 2025

5–7x

lower cost to retain a resident vs acquiring a new one — cutting overall marketing spend significantly

Harvard Business Review

7 sec

to form a first impression — art is the dominant visual signal in any communal space

Environmental psychology research

THE CHALLENGE

Every empty unit is an expensive problem

In a crowded BTR market, operators are spending more than ever on marketing to fill units -- and still facing longer void periods. When a scheme looks and feels like every other, there is no emotional reason for a prospect to choose it, or a resident to stay.

The real cost
Every void period, every marketing campaign to replace a departing resident, every incentive to sign a new tenant — these are avoidable costs when residents feel genuinely at home.

THE INSIGHT

A loyal resident base transforms your economics

When residents feel emotionally connected to where they live -- when the space feels considered, warm and worth returning to -- renewal rates rise, voids fall, and marketing spend drops.

The compounding return
A 10% improvement in renewal rates across a 200-unit scheme eliminates 20 void periods per year — saving tens of thousands in lost rent and re-letting costs alone.

INDEPENDANT RESEARCH

The Art and Resident Experience Study

A study of 1,200 residents and prospective tenants across 8 UK cities including London, Manchester, Birmingham and Bristol — examining the impact of interior design and art on residential decision-making, renewal intent and wellbeing. Conducted via inperson interviews at BTR show homes and online questionnaire, 2023-2024.

78%

of respondents said the quality of communal art and design was a significant factor in their decision to sign or renew a tenancy — ranking above gym facilities and concierge services.

Residents in art-enriched developments were

2.4x

more likely to recommend their building to others and reported 34% higher satisfaction with their overall living experience.

67%

of prospective tenants said they would pay a higher monthly rent for a scheme that felt visually considered and well-designed vs one with identical facilities but plain interiors.

Operators who invested in curated art programmes reported a

22%

reduction in average void periods and a measurable decrease in re-letting marketing expenditure year-on-year.

HOW WE WORK

How Fy! Pro Delivers for BTR Operator

Design-forward creative partnership
10,000+ independent global artists curated by our expert team — matched to your brief, brand and spaces.

Art experts behind every order
You're not buying from a catalogue. Our curators select work that genuinely fits each building and its residents.

Seamless multi-property coordination
Single point of contact across all buildings and phases. We manage the complexity so you don't have to.

Built-to-last materials & quality
Museum-grade paper, professional inks, precision framing. Art that looks as good in five years as day one.

Simple, transparent commercials
Trade pricing with volume discounts. No hidden costs, no minimums — clear pricing that scales with your portfolio.

Built with sustainability at its core
Zero wastage, zero single-use materials. Printed on demand at our nearest of 6 global workshops.

"We needed a single supplier who could handle art procurement end-to-end — consistent quality across every communal space, on budget, on programme. Fy! Pro delivered the consistency and cost control we had not had before. Void periods dropped and the spaces photograph beautifully for our marketing."

About the Client

A leading UK BTR procurement consultancy with over 12 years in the residential sector, managing FF&E programmes across 40+ developments in 14 cities including London, Manchester, Leeds and Birmingham. With a portfolio exceeding 8,000 units under active management, their team sources and coordinates everything from furniture to artwork for some of the UK's most prominent Build to Rent operators.

Procurement Director
FF&E Consultancy, UK
Cozy bedroom with a bed, armchair, and decorative wall art in boutique hotel

We’re Ready to Transform Your Space

Let's discuss how we can help bring your project to life with tailored artwork solutions.

From concept to installation, we're here to make the process simple and effective.

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