Landlords in London are discovering that premium design can deliver premium returns. According to JLL’s 2025 Build-to-Rent report, boutique landlords operating in the capital’s prime locations are achieving up to 14% year-on-year rental premiums, with an average uplift of 12% compared to standard rental properties.
What’s driving this shift? Well, put simply, tenants are demanding more. From interiors to amenities, renters are choosing quality and are willing to pay extra for homes that reflect their lifestyle.
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What defines a boutique rental?
These aren’t large-scale developments or cookie-cutter flats. Boutique rentals are smaller, design-led properties that feel personal and distinctive. They may be:
- Renovated period conversions with bespoke finishes
- One-off new builds with standout interiors
- Flats or houses furnished with character and flair
Often owned by experienced landlords who understand their market, these homes are tailored to tenants who value aesthetics, quality and convenience.
What makes tenants pay a premium?
The London rental market is competitive, but for the right property, tenants are prepared to pay above average. Today’s tenants want more than just square footage. They’re looking for:
- Stylish, well-finished interiors
- Energy-efficient upgrades
- Smart tech, fast Wi-Fi and flexible spaces for hybrid work
- Thoughtful layouts that feel like home
These features create a living experience, not just a place to stay. That’s what drives loyalty and allows landlords to charge more.
The numbers behind the trend
JLL’s research shows that in 2025, design-led properties in central and west London are consistently achieving 10–14% rental premiums. These aren’t luxury penthouses — they’re standard properties that feel well-designed, well-managed, and well cared for.
And with tenant demand high across the capital, voids are shorter too. That means better income stability and lower turnover costs.
How to stand out as a boutique landlord
You don’t need a huge budget to make a big difference. Here are some of the most effective ways landlords are upgrading properties to attract premium-paying tenants:
- Use warm, neutral colour palettes that photograph well and appeal widely
- Invest in durable but stylish furniture and fittings
- Add smart tech like heating controls, door entry systems or lighting
- Focus on the kitchen and bathroom: these are deal-makers
Even small details, like quality blinds, built-in storage, or better lighting, can create a more premium feel.
Focus on tenant lifestyle, not just rent
The most successful boutique landlords think about tenant experience, not just monthly income. That means:
- Creating spaces that feel cared for
- Responding quickly to maintenance issues
- Offering flexible tenancy options
This reputation for quality keeps tenants longer and reduces voids, ultimately increasing your annual returns.
Energy efficiency and design go hand in hand
With stricter EPC rules coming into effect, boutique landlords are ahead of the curve. Many are already upgrading insulation, windows, and heating systems to reach EPC B or C ratings.
Not only does this meet future regulations, it also cuts tenant bills and supports marketing messages. A design-led, energy-efficient home is a win-win.
Should you go furnished or unfurnished?
In premium markets, furnished often performs better. But it depends on the target tenant. Young professionals, international tenants and corporate renters often expect fully furnished properties. Choose pieces that are:
- Timeless and neutral
- Easy to maintain
- Scaled appropriately to the room
Avoid overcrowding or over-personalising the space. Clean lines and flexibility always win.
Marketing matters more than ever
Boutique properties deserve boutique marketing. Professional photography, floorplans, video walkthroughs and detailed listings can make a real difference.
Tenants searching online often decide in seconds. High-quality visuals and clear descriptions will help you attract the right applicants faster.
Speak to your local Ellis & Co branch about marketing your property
Work with the right agent
Premium rentals need the right agent behind them. At Ellis & Co, we understand what today’s tenants want — and how to position boutique homes for success.
We can help you:
- Prepare your property for market
- Price accurately based on demand and design
- Reach the right audience quickly
- Manage the tenancy with care
