Industry Insight Series – Why the Living Sector is booming
The Living Sector is one of the busiest and most exciting areas in real estate right now. From Build to Rent (BtR) and Purpose-Built Student Accommodation (PBSA), to Co-Living and Senior Living, these asset classes are attracting major investor interest, and creating serious demand for people with the right experience.
Recent research highlights that over £66 billion has been invested in UK Living Sector assets since 2019, with more than £10 billion in 2024 alone, and Living Sectors are the preferred choices for investors targeting the UK in 2025.
At SONDR, we’re also seeing this first-hand. The majority of our clients are actively expanding their Living Sector teams and are on the lookout for individuals at all levels, across all sub-sectors. Whether it’s scaling an existing BtR platform or launching a new Co-Living brand, businesses are making big hiring moves, and experience in this niche is more sought-after than ever.
Why is the Living Sector so busy?
The Living Sector has been steadily growing over the last few years, but 2024-2025 has seen it move into a new gear. There are a few key reasons why:
Strong demand for rental housing: With home ownership out of reach for many and changing lifestyle habits, more people are renting (often long-term). BtR and Co-Living are directly responding to this shift.
Changing demographics: The UK has an ageing population, and senior living is seeing renewed interest as operators develop more modern, lifestyle-driven retirement solutions.
Student housing resilience: PBSA has bounced back strongly post-COVID, with record demand in key university cities and increasing overseas investment.
Focus on operational real estate: Investors are favouring asset classes that offer stable, long-term income. Living assets, with their recurring rental revenue and strong Environmental, Social, and Governance credentials, are increasingly attractive.
All of this adds up to an active market with no shortage of opportunity, and one that requires a specific skillset.
Who’s in demand?
There’s a real need for professionals who understand the operational nature of Living Sector assets - where real estate meets hospitality and customer experience.
We’re seeing demand across:
Valuation
Development and planning
Asset and investment management
Operations and mobilisation
Leasing, lettings and customer service
Marketing and community engagement
What’s interesting is how open the market is to talent from adjacent areas. If you’ve worked in traditional residential, student housing, hospitality, or even commercial real estate, there are plenty of employers willing to invest in the right person - especially if you have a passion for the sector.
What we’re hearing from clients
Many of our clients are saying the same thing: “We’re growing, but we need the right team to do it properly.” The pace of expansion means that many businesses are building teams from the ground up, and they’re leaning on trusted recruitment partners to help shape those hires.
At SONDR, we work with businesses across the Living spectrum. We know who’s hiring, where the opportunities are, and how to match the right people with the right roles. Download our 2025 Real Estate Salary & Trends Guide for exclusive insights into what’s happening in the UK property sector.
Get in touch with SONDR for a confidential conversation about recruitment in this sector. We live and breathe real estate recruitment, and we know this space inside out.
Source: Knight Frank & CBRE