The private rented sector (PRS) is changing fast. For years, the chatter was of the odd one or two dinner party landlords – those who treated property investment as a side project, a way to earn a bit extra or possibly save for retirement. But that model is being left far behind. New regulations, evolving tenant demands, and shifting tax rules mean that today’s landlords are seeing value when they approach their portfolios as serious business. The sector is moving firmly towards professionalisation, whether your portfolio is large or small.
Professionalisation sees landlords taking a business-like approach to their property investments, maintaining high standards and focusing on both profit and purpose in their approach. Critically, a more tenant-centric approach is becoming the norm. As professionalisation increases, according to OSB Group’s Landlord Leaders survey more than one-third (39%) of landlords have already incorporated as limited companies, recognising the tax and business benefits, while another quarter (26%) plan to do so soon.
This is a trend that is rising fast according to Hamptons. Its analysis showed the number of new companies set up to hold buy-to-let properties has risen every year for the last decade. Growth increased in 2018, when the tax rules changed for landlords owning mortgaged properties in their personal names.
This shift is widely welcomed. In fact, the Landlord Leaders survey found 63% of landlords say professionalisation is a good thing and long overdue.
Understanding the private rented sector
Property investors are keeping a close eye on regulatory changes and economic uncertainty. But despite external factors, the buy-to-let (BTL) market remains strong. In its latest figures into BTL lending, UK Finance highlighted that there were 58,347 new BTL loans advanced in the UK in Q1 2025, worth £10.5bn in total. When compared with Q1 2024, this was up 38% by number, showing demand in the market is there.
Another key consideration for landlords professionalising their portfolios is the quality of the relationships they hold with their tenants. Our Landlord Leaders community research highlights that tenants increasingly seek not just a property but a home where they feel valued and in control.
Around 73% of landlords are now open to tenants personalising their homes, such as painting walls, choosing decor, and making the space their own, which creates a stronger emotional connection and encourages longer tenancies. Progress, we hope, towards less void periods and churn.
With landlords needing to keep pace with tenant needs and the broader economic landscape, we are seeing technology step to centre stage to support the march to professionalisation. Whether using tools to simplify compliance, streamline rent collection, or enhance tenant communications, landlords can increasingly focus on growth and tenant service rather than administration.
The opportunity for brokers and lenders
Expanding a property portfolio today requires a clear strategy and robust financial planning – and of course having the right partners in place. Increasingly the role of specialist brokers and lenders is stretching from finding the right product to supporting thinking around tax efficiency, broader funding options, and portfolio management. For many, growth means focusing on properties with strong rental demand while remaining mindful of regulatory thresholds and tenant expectations.
Brokers and lenders alike play a vital role in supporting landlords as they take a business-focused approach to their property investments. While providing market insights, specialist knowledge and guidance on how to finance their portfolios remains vital, we must also follow suit and embrace new technologies to stay ahead of what the market needs next.
The march to professionalisation is about building sustainable businesses capable of navigating the evolving rental landscape. Property investment today is a business that demands diligence, expert advice, and professionalism. Landlords who embrace these principles, work with specialist brokers and lenders for support and manage compliance and risk effectively, are most likely to thrive.
Adrian Moloney is group intermediary director at OSB Group
