London, UK – A recent UK-wide mystery shopping study conducted by specialist consultancy MORICON has exposed a significant gap between “hotel-style” marketing and the reality of rental operations in the country. The study, which was conducted throughout 2025 and covered over 300 audits across Build-to-Rent, Later Living, and Single-Family housing sites, revealed that nearly one in five prospective residents (18%) who view UK rental properties are never contacted again after their initial inquiry. This conversion leak is estimated to be worth millions of pounds in lost revenue for the sector, as the total pipeline for the Build-to-Rent market has just surpassed 300,000 homes.
According to the study, the failure to follow up with prospective residents is just one of many consistent failures at every stage of the customer journey. These include a lack of differentiation from competitors, failure to provide necessary information about safety and security, and even basic hospitality gestures such as offering a drink during a visit. “We talk about hotel-style living in every marketing brochure, but if I’m honest, our operating model hasn’t caught up with that promise,” shared one BTR operations director with MORICON. “We’re so focused on the physical product that we’ve underinvested in the lettings journey around it.”
However, the study also found that operators are heavily investing in the physical product, with 93% of building exteriors being damage-free and 91% of lobbies being clean and welcoming. Additionally, 88% of staff were described as warm and friendly. But despite these efforts, the study found that over half of prospects leave a tour without understanding what makes a brand different, highlighting the gap between stated renter priorities and frontline employee behavior.
To help operators close this lettings journey gap, MORICON offers a 360-degree approach that includes independent mystery shopping audits, hospitality-led bespoke services and operating standards, and a scalable digital learning platform. “The gap between average and exceptional is often about attention to detail rather than significant investment,” explained Sebastian Moritz, co-founder of MORICON and a veteran of the luxury hospitality industry. “Using someone’s name, offering a drink, ensuring show apartments are spotless – these touches cost almost nothing but create the emotional connection that drives loyalty and long-term value. This is bringing hospitality home.”
Founded by Sebastian Moritz and Susan Moritz, MORICON is an award-winning UK-based resident experience consultancy bringing hospitality excellence to the property sector. Sebastian has 30 years of experience in luxury hospitality, including leading the opening of One Hyde Park and consulting for Lodha Group and Peninsula Residences. Meanwhile, Susan has 15 years of experience in luxury hospitality and is qualified with an MSc in International Hotel Management and is PMP certified.
The full report, titled “The 18% Revenue Leak Most Asset Managers Never Notice: Lessons Learned from 300+ Mystery Shopping,” is available for download at [INSERT FINAL URL]. High-resolution founder headshots, logo, full report, and anonymized case studies are available upon request. For interviews or further inquiries, please contact MORICON at press@moricon.net or visit their website at www.moricon.net.