Reframing the Narrative: The rise of the Private Housing Providers

In recent years, landlords have been the subject of increasingly negative press. We’re often painted as wealthy, uncaring individuals, prioritising profit over the well-being of our tenants. Stereotypes depict us as detached, affluent property owners who force tenants to live in squalor.

Even politicians have echoed this sentiment; recently, the Labour government suggested landlords aren’t considered “working people.” This rhetoric doesn’t just misrepresent landlords—it fails to acknowledge the essential role we play in providing safe, stable housing for millions.

The question we should be asking is: how can we reshape this narrative and bring a fairer, more balanced view of landlords to the forefront? Perhaps the first step is rebranding the term “landlord” itself. While this traditional term has deep historical roots, it also carries connotations that may no longer suit the modern-day role we fulfil.

By adopting a new title—such as “Private Housing Provider”—we can highlight our commitment to housing provision without the outdated association of “lording” over tenants.

Dispelling the Myth: Not All Landlords Are Millionaires

First, let’s address the misconception that landlords are all millionaires sitting on enormous property empires. In reality, many landlords are regular individuals who rely on rental income to supplement their earnings. Some may have inherited property or invested as a way to secure a modest future. Others rent out a portion of their homes as a financial necessity. For the majority, being a landlord is far from a get-rich-quick scheme. Operating as a landlord, particularly for smaller, independent ones, involves regular expenses, ongoing maintenance, compliance with regulations, and considerable effort in managing the relationship with tenants.

Providing Quality Housing: How Private Landlords Often Outperform Public Housing Standards

One aspect of this narrative that’s rarely discussed is the comparative quality of housing provided by private landlords. While it’s true that not every landlord upholds ideal standards, private landlords frequently outperform public housing in terms of responsiveness, upkeep, and personalised service. Unlike social housing providers, who may face bureaucracy and budget constraints, private landlords often act more swiftly to address tenant needs and make repairs. They also regularly invest in improvements, enhancing the value and liveability of their properties.

 

Tenants in private rentals often experience more direct communication and faster response times. For many landlords, maintaining their property is as important as maintaining a good relationship with their tenants, the property is an asset and if left unkept will deplete not increase in value, and there’s a genuine effort to ensure a safe and comfortable home environment.

The Case for a Name Change: From “Landlord” to “Private Housing Provider”

Changing the term from “landlord” to “Private Housing Provider” may seem like a small adjustment, but words matter. A title like “Private Housing Provider” shifts the focus to what we actually do: provide housing. It removes the hierarchical tone of “landlord,” which can suggest an imbalance of power and a feudal dynamic that doesn’t reflect modern realities. By redefining our role, we can change the conversation.

This isn’t just semantics; a more neutral, descriptive title may help government and society recognise landlords as valuable contributors to housing, especially in a time of national shortage. As Private Housing Providers, we may gain a stronger platform to advocate for fairer policies, counteract stereotypes, and make it clear that we’re committed to raising standards in the housing sector.

Advocating for Recognition and Respect

If landlords unite under a new banner as Private Housing Providers, we can shift the conversation and emphasise our contributions to the housing market. As providers of a critical resource, we play a central role in a functioning society. Just as teachers, doctors, and public servants are valued for the essential services they provide, we should be acknowledged for offering the security and shelter that tenants need.

While a rebranding alone won’t immediately solve the issues landlords face, it can be a powerful tool for changing perceptions. A new title, paired with continued commitment to fair practices, transparency, and quality housing, can help dismantle the current, often hostile narrative and build one that respects landlords as an integral part of the housing solution.

Private housing provider suggests a more professional, service-oriented approach, focused on responsibility, partnership, and tenant care. This new terminology can encourage both providers and renters to view the relationship as one of mutual benefit rather than a simple business transaction. Additionally, it aligns more closely with modern expectations for housing, where tenants increasingly value responsive service, maintenance, and transparency. Adopting this language can help foster a more respectful, cooperative dynamic between providers and tenants, which, over time, could reduce stigma, promote trust, and support a housing market that better serves everyone involved.

The time has come to champion this change. By adopting  “Private Housing Provider,” we can start altering perceptions and work toward a future where landlords are valued for the vital service we provide.

We Don’t Work “in Property” — We Work in “Customer Service”, Our Product Happens to Be Properties

 When someone asks “what you do?”, it might feel natural to say, "I work in property."

This phrase has a clear and straightforward meaning: your job revolves around selling, renting, developing or managing properties, be it long-term rentals, short-term accommodation, or holiday lets. However, while properties might be your product, they're not the core of what you do. In reality, you work in customer service. Your true role is to meet people’s needs, guide them through what could be life-changing decisions, and, ultimately, create a positive experience around a significant investment. Property is the tangible aspect, but people are at the heart of it all.

Redefining the Role: People First, Property Second

The assumption that working "in property" is primarily about understanding buildings, market trends, and locations is common, but it misses a larger truth. Properties are only the product; the service you provide around those properties is what truly defines your role. At its core, this line of work involves understanding client needs, building trust, and delivering solutions that meet individual desires. Whether you're helping a family find a new home, a business lease commercial space, or a tourist secure a relaxing vacation rental, what they value most isn’t the bricks and mortar — it’s how you treat them and how well you understand what they need.

The Customer Service Mindset in Property

In many ways, a property professional's work mirrors the work of hospitality and service industry roles, where the emphasis is on making sure clients are comfortable, informed, and supported at every stage of their journey. This is even more essential because a property transaction is often one of the most important decisions people will make in their lives. Here’s how the customer service mindset shifts the focus:

1. Listening to Understand, Not Just to Respond

Your clients are looking for more than just information on square footage or amenities. They want a home for their family, a peaceful escape, or a lucrative investment opportunity. To provide that, you must listen actively to understand their priorities, even when they struggle to articulate them. The better you understand their motivations, concerns, and goals, the more equipped you are to provide the best possible solution.

2. Guidance and Trust-Building

Many clients, whether buyers or renters, are unfamiliar with the property market. They’re placing their trust in your expertise, and that’s not something to take lightly. Building a relationship based on honesty and reliability is essential. Rather than a transactional process, customer service in the property industry is about guidance — helping people navigate their options, being transparent about pros and cons, and staying available for any questions or concerns. Trust-building is an invaluable asset in customer service, and when dealing with property, it often leads to long-term client relationships and referrals.

3. Solving Problems, Not Just Closing Deals

A significant part of customer service is about problem-solving, particularly in an industry where unexpected hurdles are common. In property, problems can range from paperwork delays and inspection issues to financing hiccups or tenant-landlord misunderstandings. Being proactive, communicative, and resourceful allows you to tackle these issues with professionalism and empathy, turning a potential obstacle into an opportunity to show your dedication and care.

Working in lettings and property management? Customer Service Is Even More Vital

For professionals working in lettings and property management, the customer service aspect is at the heart of every interaction. Here, the experience goes far beyond matching tenants with the right property; it’s about ensuring that every stage of their tenancy is as seamless and comfortable as possible. From initial inquiries and viewings to handling maintenance requests and resolving tenant concerns, property managers play a pivotal and direct role in the quality of someone’s home life. Those who excel in this field are the ones who prioritise responsiveness, attention to detail, and a genuine commitment to enhancing each tenant’s living experience.

For example, if you manage a portfolio of rental properties, you’re not just renting out units; you’re helping people create a home. Anticipating tenant needs, coordinating timely repairs, and providing clear, open channels of communication make a tangible difference in how tenants feel about their space and their landlord. Your product might be the property, but the real “service” is the reliable, supportive experience you deliver alongside it, giving tenants confidence and peace of mind in their rental choice.

Want to win more landlords? – give good customer service

As a letting agent, exceptional customer service is essential to the service landlords receive, especially when it comes to managing one of their most valuable assets: their property.

A property manager’s role goes far beyond acting as a go-between for landlords and tenants. Instead, they are skilled professionals equipped with the knowledge and expertise to safeguard the landlord’s investment, enhance property value, and cultivate positive tenant relationships. For landlords, knowing they have a dedicated, proactive expert managing their property brings peace of mind, knowing that their asset is in capable hands.

A property manager’s true value lies in their ability to support, negotiate, and problem-solve on behalf of the landlord. From managing tenancy agreements and navigating complex regulatory requirements to swiftly handling maintenance issues, the property manager’s focus is on protecting and maximising the property’s value. Effective property managers balance landlord needs with tenant satisfaction, skilfully negotiating solutions and resolving conflicts before they escalate. This isn’t just good service; it’s professional expertise that ensures a property is not only well-maintained but also well-managed, making a positive impact on the landlord’s long-term investment goals.

Tenants are your customer too

In lettings, it’s easy to think of the landlord as the primary client, but successful property management recognises that the tenant is your customer too. Many agents overlook this, viewing tenants as a mere necessity in the transaction — or, worse, as a source of hassle. However, treating tenants as valued customers isn’t just good ethics; it’s essential to the long-term success of any lettings business. When tenants feel respected, listened to, and supported, they’re far more likely to treat the property well, pay rent on time, and stay longer. Good tenant relations lead to fewer void periods, less turnover, and ultimately a smoother operation for everyone involved.

Providing excellent service to tenants also enhances the agent’s reputation and builds trust with landlords, who benefit from knowing that their tenants are in good hands. Tenants who receive great service are more likely to report maintenance issues promptly, which means small problems are resolved before they become costly repairs. Agents who view tenants as partners rather than mere occupants foster a positive rental experience, contributing to better property upkeep and overall satisfaction. Ultimately, prioritising tenant service isn’t just about being polite; it’s a strategic investment in long-term business success that benefits the tenant, landlord, and agent alike.

Putting Customer Service at the Core of the Property Industry

Viewing property as a customer service industry encourages professionals to prioritise client needs over targets, elevate their level of service, and maintain a human touch in what can sometimes feel like a purely transactional field. Here are a few actionable ways to focus more on customer service:

Develop Communication Skills: In customer service, how you communicate is as important as what you communicate. Be clear, concise, and considerate in every conversation, and make sure clients feel heard.

Be Empathetic and Patient: The decisions your clients face can be daunting. Approach each client interaction with empathy and patience, recognising the emotional weight of rental or sales choices.

Commit to Continuous Learning: Property trends, legislation, technologies, and customer expectations are constantly evolving. To stay relevant and better serve your clients, make it a priority to keep learning and improving your approach. Its easy to think investing in staff training is a waste of money – what if they leave? Well, what if they stay and you have an office full of unskilled, unmotivated employees who hinder business growth far more than the potential cost of training and you're left with a team unequipped to push your business forward

Seek Feedback and Act on It: Customer service professionals rely on feedback to gauge their effectiveness. In property, asking clients for feedback (and acting on it) can not only improve your service but also reinforce the trust you’re building with clients.

A narrow focus on negative Google reviews holds you back, as each critique is an invaluable opportunity to learn, grow, and improve your service rather than a setback to fear.

A New Perspective for “Property Professionals”

Understanding that working in property is actually about delivering exceptional customer service can be transformative. It clarifies why people choose you over another agent or manager — not just because of your knowledge of the property market, but because of the experience you create for them. At the end of the day, while properties might be the product, your dedication to service is the true measure of your success.

So, the next time someone asks what you do, consider responding a bit differently. You don’t just work “in property”; you work in customer service, creating positive and impactful experiences, with properties as the medium through which you do so. This mindset shift can set you apart in the competitive property market and, most importantly, make a difference in the lives of the people you serve.

The Rise of Airbnb-Style Lets in the Dacorum, St Albans and Luton area

Short-term rentals, like those offered on Airbnb, have become a significant part of the accommodation market in recent years, reflecting changing trends for property owners away from the standard Buy-to-Let, coupled with travel trends and an increasing demand for flexible lodging options. Between July 2023 and June 2024, local areas such as Milton Keynes, Watford, St Albans, Dacorum, and Luton collectively hosted a significant number of stays, underscoring their popularity and strategic appeal.

Local Area Insights 

According to the latest data based on the 2021 census and updated tracking, the number of short-term stays recorded in these areas during this period was substantial: 

·       Milton Keynes: 19,290

·       Luton: 15,196 stays 

·       Watford: 9,670 stays 

·       St Albans: 7,750 stays 

·       Dacorum: 7,740 stays 

These figures reflect a growing trend in England, where 6,750,970 short-term lets were recorded over the same period. This shows that these local areas are increasingly becoming hotspots for temporary visitors, outpacing many others in demand relative to their size.

Why Are These Areas So Popular? 

Several factors contribute to the rising popularity of these locations for short-term lets: 

Situated within a commutable distance to London, these towns and cities attract both leisure and business travellers who prefer a quieter, more affordable stay while remaining close to the capital. Watford and St Albans, in particular, are favourites due to their excellent rail links and charming town centres. 

Continued construction and ongoing urban development projects have made these areas more attractive. Milton Keynes, with its modern infrastructure and expanding amenities, is a prime example of a town designed for the future. 

Industrial Estates and Business Hubs, the local economy benefits from a significant number of industrial estates, attracting professionals for temporary assignments. Luton and Dacorum, for instance, are home to multiple business parks, drawing corporate travellers seeking short stays. 

The region has become a cornerstone of the UK’s burgeoning film industry. Hemel, Watford and St Albans are particularly close to major studios like Warner Bros. in Leavesden, the home of the Harry Potter series, making them ideal for crew members, actors, and other professionals working in film production. 

Last year the film industry injected £5,2m into the local economy

The rise of short-term lets in these areas reflects a broader shift in property owners view their investment and adapt to the needs of the industry. For tourists, short-term rentals provide a more personal and flexible experience compared to hotels. For business travellers, they offer convenience and cost-effectiveness. 

The local rise in popularity also brings economic benefits, supporting small businesses and driving growth in hospitality and retail sectors. However, it has also sparked debates around housing availability and affordability, with some residents expressing concerns about the impact on the rental market. 

So, what for the future?

As these areas continue to grow, their appeal as short-term rental hotspots is likely to increase further. The combination of strategic location, robust infrastructure, and diverse attractions ensures their place in a thriving market. However, it also underscores the need for balanced policies to manage the social and economic impacts of this trend. 

With England recording nearly 7 million short-stay lets in just a year, the future of travel appears firmly rooted in flexibility, community engagement, and localized experiences—qualities these local towns and cities are well-equipped to deliver.