The wording used for homes that are built to rent can be unclear and inconsistent, which affects acceptance of this housing type. To address this and create alignment around build-to-rent terminology so it reaches the broadest audience, members of John Burns Real Estate Consulting’s New Home Trends Institute’s Build-to-Rent council met to create some guidelines. The hope is that this will attract consumers, help build-to-rent projects appeal to municipalities, and create alignment in expectations around future build-to-rent developments. It should also help optimize search engine visibility.
The Build-to-Rent council offers guidance on which keywords to emphasize and which terms are preferred, such as:
Use build-TO-rent (BTR), instead of build-FOR-rent (BFR), since build-to-rent receives more traction on multiple fronts: Google traffic, #hashtag followers, and citations in the press.
Responses