The first live episode of Pillow Talk Sessions brought together a standout panel to explore one of the biggest shifts in residential living today. Hosted by Kristian Lupinski and Jessica Gillingham, the conversation featured Freya Richard, Director of Operations and Leasing at Vertus, Philippa Wagner, Founder of PeoplePlacesSpaces, and Mitch Hammond, Build-to-Rent Manager at OnTheMarket. Their discussion centered around the theme “Experience is the new amenity” and how resident expectations are redefining what makes a home feel valuable.
Across the board, the panelists agreed that modern renters are seeking much more than just square footage and facilities. Community, lifestyle, and a genuine sense of belonging are increasingly taking priority. A growing number of renters under 40 are willing to pay more for brands that reflect their values, and many say that personalized services and emotional connection are just as important as the physical space itself.
Technology is playing a key role in this shift. Whether it’s apps that streamline communication and event booking or systems that handle maintenance and access, the digital layer has become a vital part of the resident experience. But as Freya pointed out, the best technology stays behind the scenes and simply makes life easier. At Vertus, this is supported by 24-hour concierge services and strong local partnerships, offering residents exclusive perks and curated events that go beyond traditional rental living.
Philippa focused on the emotional side of brand development. She emphasized the importance of understanding your “guest promise” and making sure it shows up in every aspect of the resident journey. Brands that feel manufactured or unclear in their identity quickly lose relevance. Operators must be intentional, authentic, and in tune with the local culture to create a real sense of place.
Mitch brought a marketing lens to the conversation, noting that renters often start their search with location, not lifestyle. For Build-to-Rent operators, that means working harder to tell a compelling story before the price ever enters the conversation. He highlighted how some forward-thinking operators are leaning into this, using community programming and flexible design to attract residents who are looking for more than just a place to sleep.
The conversation also looked toward the future. Freya pointed to upcoming changes in UK rental legislation as a moment where Build-to-Rent can lead the way in professionalizing the sector. Philippa spoke about shifting demographics and how the rise of single-person households and an aging population will change what people need from their living spaces. She sees a growing demand for services, flexibility, and design that supports a wider range of life stages.
Mitch closed out with a nod to innovation, pointing to the repurposing of commercial buildings for residential use and the potential of tools like Matterport to help visualize spaces more effectively. With groups like Costar preparing for global expansion, the Build-to-Rent market is only just getting started.
This conversation was a strong reminder that homes are no longer just about hardware. They’re about how people feel when they walk through the door. Experience, not just amenities, is what makes residents stay.
