A new survey by Market Financial Solutions, conducted via Opinium, reveals that 33% of UK adults dream of becoming buy-to-let (BTL) landlords in the future. Among 2,000 respondents, more than half (54%) of those aged 18–34 expressed this ambition, compared with just 14% of those over 55, underscoring a sharp generational divide in property-investment aspirations.

Why the appeal?

For many, BTL ownership represents a blend of long-term financial security and wealth building. Six in ten (60%) surveyed believe that property investment offers a more stable route to building wealth than other asset classes, and 37% would choose to invest in a BTL property over stocks and shares if given the choice. Additionally, when asked how they would deploy a hypothetical £1 million windfall, 58% said they’d use some or all of it to purchase property, rising to 68% among 18–34-year-olds.

Turning that aspiration into reality, however, requires serious financial planning. Of those keen to own BTL property:

52% are setting aside a dedicated portion of their monthly income

44% have taken on extra shifts or freelance work to boost savings

33% are living with friends or family to reduce rental expenses

30% plan to seek financial support from relatives

Notably, 24% of aspiring landlords who do not yet own a home would even consider purchasing a rental property before buying their own residence.

Challenges incoming

Despite strong enthusiasm, the path to BTL ownership is increasingly complex. Higher interest rates, stricter lending criteria, and rising house prices have made it harder for first-time investors to secure favourable mortgage terms. Meanwhile, regulatory changes, such as Minimum Energy Efficiency Standards (MEES) requiring rental homes to meet at least an “E” EPC rating, are adding retrofit costs for small-scale landlords.

Paresh Raja, CEO of Market Financial Solutions, notes that “would-be BTL investors today may find it more challenging to build a portfolio than was the case 20 or 30 years ago, which is why it’s so interesting to see the different financial strategies they are deploying to turn their ambitions into a reality.”

What it means for the wider market

This widespread aspiration could reinvigorate the rental sector if new investors enter the market in significant numbers. A surge of first-time landlords could bolster rental supply, potentially easing upward pressure on rents, especially in university towns and commuter belts where demand remains high. However, it also raises questions about market sustainability: if many newcomers are stretching their finances to get on the ladder, any sudden interest-rate shocks or regulatory changes could trigger forced sales, impacting rental availability and prices.

Opportunities for advisors and lenders

For mortgage brokers, financial advisers, and BTL-specialist lenders, these findings highlight a growing client segment hungry for tailored solutions. Advice on specialist BTL mortgages with flexible criteria, joint-venture structures to leverage family support, and green-loan products to fund energy-efficiency upgrades will be critical to help aspiring landlords navigate the landscape and meet both regulatory requirements and borrower affordability tests.

As one in three adults continues to eye BTL opportunities, property professionals should brace for increased demand for landlord-focused products, services, and guidance. With younger generations particularly motivated, the next wave of BTL investors may reshape both the rental market and the broader UK housing ecosystem, provided they can overcome the financial and regulatory hurdles ahead.

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