Residents in BTR expect hotel-grade service at apartment-rent pricing — an answer in minutes, a fix in days, and a journey that feels considered from move-in to renewal. Your on-site and contact-centre teams were sized for today's unit count, not for the 2× portfolio your shareholders underwrote. And from May 2026, the Renters' Rights Act makes every tenancy periodic — resident satisfaction becomes an ongoing performance metric, not an annual one. Every unit added either pulls in more people, hours and partner spend — or pulls resident NPS down. That's the BTR operating gap, and it widens every quarter the portfolio grows.