Understanding Net Promoter Score (NPS):

The Net Promoter Score (NPS), a metric that gauges customer satisfaction and loyalty, is central to the success of build-to-rent developments.

In the dynamic landscape of the real estate industry, the build-to-rent sector has emerged as a powerful player, reshaping how people experience and perceive rental living. This essay is part of the MORICON Mystery Shopping Insight initiative, a series of articles focusing on brand excellence and performance improvement in apartment viewings.

Net Promoter Score

However, achieving a high  (NPS) is not a mere outcome of the construction process; it involves a nuanced understanding of resident experiences. When customers experience bad or good services, they often tend to share their experiences with friends and social media. Enter mystery shopping, a strategic tool that can significantly influence and elevate the NPS in the build-to-rent sector.

What is Mystery Shopping in Build-to-Rent:

Mystery shopping involves the deployment of undercover evaluators to assess the customer experience within a given environment. In the context of build-to-rent, this translates to understanding the resident journey. These undercover evaluators, often potential tenants, provide invaluable insights into various touchpoints — from the initial inquiry to the move-in process and ongoing residential experiences.

Impact on Net Promoter Score:

  1. Enhanced Customer Experience: Mystery shopping acts as a catalyst for improved customer experience by pinpointing areas for refinement. The feedback gathered through this process sheds light on potential pain points and allows build-to-rent operators to proactively address issues, ensuring a seamless and positive resident journey. As customer satisfaction increases, so does the likelihood of a higher NPS.
  2. Operational Excellence: The insights gained from mystery shopping empower build-to-rent operators to fine-tune their operational processes. Addressing inefficiencies from leasing procedures to maintenance responsiveness contributes to a more efficient and resident-friendly living environment. This operational excellence directly correlates with increased resident satisfaction, positively impacting NPS.
  3. Aligning Services with Expectations: Mystery shopping provides a valuable perspective on whether the services align with resident expectations. Understanding and meeting or exceeding these expectations creates a sense of trust and satisfaction among residents, leading to higher NPS scores.
  4. Continuous Improvement: The iterative nature of mystery shopping encourages a culture of constant improvement. By regularly assessing and refining processes based on feedback, build-to-rent operators can stay ahead of evolving resident preferences and industry trends, ensuring sustained high NPS scores.
  5. Differentiation in a Competitive Market: In a market saturated with build-to-rent options, delivering an exceptional resident experience becomes a key differentiator. Mystery shopping identifies areas for improvement and helps build-to-rent operators stand out in a competitive landscape, attracting and retaining residents who are more likely to contribute positively to the NPS.


Mystery shopping is not merely a process of evaluating existing systems; it is a strategic initiative that can redefine the success trajectory of build-to-rent developments. By focusing on the resident journey and leveraging feedback to drive continuous improvement, build-to-rent operators can elevate their Net Promoter Score, fostering a community of satisfied residents who are loyal and advocates for the brand. In the ever-evolving real estate landscape, mystery shopping is a powerful tool, unlocking the door to sustained success in the build-to-rent sector.

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

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