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1.4 The cult of Build to Rent

1.5 Understanding Millennials is the key to Build to Rent design. Just like the future of our high streets
will be a ‘pure-play-e-commerce approach’, the savvy chic, educated and well-travelled millennial sees
luxury as about 'who I am' not 'what I have'. Therefore, buildings brought forward as 'built to rent'
must say something about the people who choose to live there and offer a lifestyle. Transactions
need to be as simple as checking into a hotel online or ordering a book from Amazon. Whilst not
exclusively aimed at Millennials (those born between 1981 and 1997), both manned and unmanned
sites need to bring forward the key ingredients:

Social aspirational connected convenient frictionless experiences

What BUILD TO RENT aims to do is to entice generation rent to stay and grow within the development.
Key factors are:
 A sense of security:
A blend of CCTV, proximity access control, reception, concierge, night security, parcel storage and
someone to take deliveries
 An ability to make light work of problems:
Access to onsite hospitality, cleaning and maintenance teams
 Instant access to services:
Tenant portal, Tenant App, phone, email, SMS, Concierge desk
 In-touch with community

Events, live feed notice boards, newsletters, a ‘keep it local’ loyalty scheme
 A range of ‘pay-as-you-go’ luxuries

Breakfast in bed, cleaning, linen packs, kitchen packs, guest services (temporary parking, guest room to
rent)

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