A new report reveals that while nearly three-quarters of Brits aspire to own their own homes, the desire to escape renting goes beyond bricks and mortar.
Research by OSB Group and consumer psychologists IB shows that psychological factors play a critical role in driving people toward homeownership, and landlords must adapt to attract and retain tenants in a changing market.
The Bricks to Belonging report highlights three psychological triggers behind the UK’s deep-rooted homeownership aspirations: the importance of landlord-tenant relationships, the need for personalisation, and a desire for control.
According to Neil Richardson, Chief Sustainability Officer at OSB Group, affordability is keeping many Brits in the rental market longer than they’d like, but it’s also creating opportunities.
BEYOND THE HEADLINES
He says: “For landlords, this is both a challenge and an opening. To create a thriving private rented sector, we must go beyond the headlines and focus on making tenants feel at home.”
WHY TENANTS WANT TO OWN
The research underscores that renting is more than just a financial transaction.
Sean Hooker, Head of Redress at The Property Redress Scheme, notes the emotional weight tenants attach to their homes and says: “Where you live profoundly impacts your sense of belonging and well-being.”
This sentiment ties into the first major finding: strained landlord-tenant relationships are a top reason renters want to leave the sector.
Poor communication or a lack of trust can make renters feel disconnected, pushing them toward homeownership for a greater sense of stability.
The second psychological driver is renters’ desire to personalise their spaces.
IDENTITY EXPRESSION
Dr. Simon Moore, Chief Psychologist at IB, explains: “When you own a home, you can express your identity through it.
“In rental properties, restrictions on things like decorating can make tenants feel powerless, fueling the desire to buy.”
Lastly, the report highlights the need for control.
Even though satisfaction levels between homeowners and renters are similar, homeowners benefit from a psychological sense of control.
For renters, uncertainty about the length of tenancies or unexpected changes can lead to frustration and a desire to own.
WHAT LANDLORDS CAN LEARN
The report suggests landlords have a crucial role to play in addressing these challenges. Building trust and offering stability are key.
Suzanne Smith, founder of The Independent Landlord and founding member of the OSB Group Landlord Leaders Community, believes a long-term approach is the way forward.
She says: “Reassuring tenants that they can stay for the long haul helps foster trust and stability,” Smith said. “It’s about creating a partnership, not just a contract.”
Practical solutions include allowing tenants more freedom to personalise their spaces and providing assurances on tenancy length. The report also calls for landlords to be proactive in communicating with tenants and addressing their concerns.
As the UK’s housing market continues to evolve, the report highlights the need for a culture shift in the private rental sector.
With affordability challenges showing no signs of easing, making tenants feel valued and at home could be the key to a more stable and productive rental market.
For landlords, the message is clear: in a competitive market, empathy and engagement aren’t just ethical – they’re essential.
