The private rented sector (PRS) has huge potential, but “everything from valuation to finance and planning seems to be stacked against the sector significantly expanding” (02.10.15).

The issue is not a lack of opportunity or audience: with many young professionals priced out of the housing sales market, rental developments are quickly becoming a much-sought-after solution. The problem is the negativity that surrounds renting as a whole.

The key to transforming the fortunes of PRS is the way these schemes are marketed. A strong brand identity is crucial, as are clear messages that spell out the benefits PRS schemes offer.

Once more rental developers embrace the opportunity to market themselves intelligently and creatively, the future will indeed be bright for PRS.

Natasha Anslow, founder and director, Philosophy Design