Empowering tenants seen as a key strategy for longer-term, more stable tenancies
As the rental market adjusts to upcoming reforms, new research from OSB Group highlights a shift in the relationship between landlords and tenants.
The study, conducted in partnership with behavioural consultancy Innovation Bubble, reveals that tenants see their homes as extensions of their identity — prompting many to move if they feel restricted in personalising their space.
In response, landlords are becoming more flexible, with 73% open to allowing tenants to customise their homes. However, this openness comes with conditions. Nearly half of landlords require tenants to pay for decoration costs, and an equal proportion expect tenants to cover any damage that results. About 34% collaborate with tenants to approve design plans, while 20% have a say in the choice of tradespeople.
The findings suggest a shift towards greater cooperation, as landlords recognise that allowing personalisation can lead to longer tenancies and stronger tenant engagement with properties.
“The trend towards allowing tenants more freedom in decorating their homes represents a positive development for the private rented sector,” commented Jon Hall (pictured), group managing director for mortgages and savings at OSB Group. “It demonstrates landlords’ adaptability to evolving tenant expectations and promotes longer-term, more stable tenancies.”
For tenants, this flexibility can make a significant difference. Claudia Kennedy, a long-term renter, shared her experience.
“I’ve painted my lounge and garden fences, mounted artwork, and updated my kitchen aesthetic with removable tiles — all with my landlord’s support,” she said. “It has made the space feel like home and extended my stay.”
“As the rental market continues to evolve, these findings highlight the importance of fostering positive tenant-landlord relationships built on trust, communication and adaptability,” Hall added. “Empowering tenants to create spaces that feel like home is emerging as a key strategy for maintaining successful and harmonious tenancies.”
Meanwhile, the survey also assessed landlord sentiment on the Renters Reform Bill, revealing a mix of concerns and expectations.
Fourteen percent of landlords fear the legislation may lead to some leaving the market, while 13% believe it will help with regulatory compliance. Another 13% see it as a step towards fairer rental pricing, and an equal proportion worry it could complicate evictions. Additionally, 11% expressed concern about a possible reduction in rental supply.
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