How to de-risk the Property Viewing Process?

Investing in the lucrative build-to-rent (BTR) market demands a strategic approach for success. A pivotal element in this strategy involves ensuring a seamless and satisfying property viewing process for potential tenants. This article explores the invaluable role of mystery shopping as a tool for BTR investors to de-risk and enhance the property viewing experience, providing a comprehensive guide to navigating this dynamic landscape.

The Build-to-Rent Advantage: Build-to-rent properties prioritise tenant needs, offering amenities and services that traditional rentals may lack. However, property developers and investors must prioritise a positive and efficient viewing experience to stand out in a competitive market. Here’s where mystery shopping becomes a game-changer and a best practice for your company. 

property viewing

Understanding Mystery Shopping: Mystery shopping involves anonymous evaluations by individuals, known as mystery shoppers, assessing the quality of services and experiences a business offers. In BTR investments, mystery shopping entails evaluating the entire property viewing process from a potential tenant’s perspective.

De-risking the Customer viewing experience:

  1. Objective Feedback: Mystery shoppers provide unbiased feedback, which is crucial for investors to identify and rectify potential issues before they impact a property’s marketability. This feedback highlights strengths and serves as a roadmap for improvement, ensuring a continuous enhancement of the viewing process.
  2. Consistency Across Properties: For BTR investors managing multiple properties, mystery shopping ensures a consistent standard of service, which is essential for building a reliable brand reputation. Maintaining a uniform and high-quality experience across all properties is instrumental in attracting and retaining tenants.
  3. Identifying Pain Points: By experiencing the process incognito, Mystery shoppers pinpoint potential pain points that might deter prospective tenants. Whether it’s ineffective communication, property maintenance issues, or shortcomings in amenities, identifying these pain points is crucial for addressing concerns and improving the overall tenant experience.
  4. Employee Performance Assessment: Mystery shopping enables investors to assess on-site staff performance, identifying areas for improvement in training and enhancing the overall tenant experience. Evaluating the performance of property managers, leasing agents, and maintenance personnel ensures that the human element in the viewing process aligns with the desired standards.
  5. Competitive Benchmarking: Investors can use mystery shopping to benchmark their properties against competitors, gaining valuable insights for refining their strategy. Understanding how your offerings compare to others in the BTR market provides a strategic advantage, allowing informed decisions to stay ahead in this dynamic sector.
  6. Adapting to Tenant Expectations: Mystery shopping helps investors stay attuned to evolving tenant preferences, allowing them to adjust their properties and services to meet market demands. As tenant expectations change over time, this adaptability is vital for maintaining relevance and ensuring long-term tenant satisfaction.


A positive and streamlined viewing process is paramount in the competitive build-to-rent landscape. Mystery shopping emerges as a powerful and multifaceted tool for BTR investors to de-risk the viewing process. By providing objective insights, ensuring consistency, and identifying areas for improvement, mystery shopping enables investors to enhance their properties’ market appeal, build a strong brand reputation, and ultimately maximise returns in the dynamic build-to-rent market. As the BTR sector evolves, leveraging mystery shopping remains a strategic imperative for investors committed to delivering exceptional tenant experiences, just one of the many benefits of frequent audits. 

Contact us to learn how to benefit from our UK-wide operating team, how to compare your assets’ performance and see significant data-driven performance trends.

Company Information: MORICON Mystery Shopper trades under MORICON Consultants Ltd.

Registered Office: Kemp House, 124 City Road, London, EC1V 2NX

Company Reg : 11282307     VAT Reg: 293304896

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