Today we're starting something new at base. We're not entirely sure what it is yet, or where it'll take us, but it's something we've been thinking about for quite a while.
A couple of years ago, a little phrase popped into our heads and, for whatever reason, we just couldn't shake it. It kept creeping back into conversations, popping up when we least expected it and generally refusing to leave us alone. That phrase was 'It's not just renting. It's home!' Nothing particularly revolutionary on the face of it, but the more we thought about it, the more we realised it captured something we've fundamentally believed in since we started base back in 2004.
We don't just let properties. We help people find homes. Places where they can love, laugh, relax, entertain, make memories and, hopefully, flourish. Somewhere to shut the door on a rubbish day, celebrate a brilliant one or simply enjoy doing absolutely nothing. It's where life happens, and whether someone owns that space or rents it doesn't make those experiences any less real or important.
Yet, despite all that, we still hear the phrase 'it's just renting' surprisingly often. From friends, family and colleagues, and perhaps most frustratingly, from within our own industry. It's generally said without much thought, but there's something quite dismissive about those three little words. As though renting is somehow a lesser experience, a temporary inconvenience or something people simply put up with until they can afford to do something 'proper'.
We think that's a load of nonsense.
Of course, we're not suggesting that renting is perfect. Far from it. There are frustrations, challenges and some pretty significant issues within the rental landscape that deserve proper attention. We see and hear about them regularly, and we're certainly not pretending that we've got everything right ourselves. But we do believe that renting can, and should, be a genuinely positive experience, and that the people who rent deserve to feel just as settled, valued and at home as those who own.
That's always been a big part of what we try to achieve at base. Taking away unnecessary stresses, providing clarity and transparency, treating people fairly and creating an experience that feels a little less transactional and a lot more human. We believe that looking after residents and looking after property owners aren't competing priorities. Quite the opposite, in fact. Happy residents who feel respected and comfortable in their homes are good news for everyone involved.
So, what are we actually doing with this little mantra of ours? Well, here's where the honesty comes in. We're not entirely sure yet.
What we do know is that we'd love to start a conversation about what makes a rented property feel like home, and equally importantly, what doesn't. We want to hear from renters about their experiences, the things that make a difference, the frustrations they'd happily see disappear and the changes they think would make renting better. We spend an awful lot of time as an industry talking about renters, but perhaps not nearly enough time actually listening to them.
We've also been having a bit of fun exploring some merchandise ideas featuring the slogan. T-shirts, hoodies, caps, tote bags and the like. We've put together a few concepts, which you can see here, and we're rather taken with them. Who knew a statement about renting could look quite so good on a hoodie?
There's a more serious ambition behind the merch, though. If we bring the range to life, we'd like 100% of the profits to go towards tackling issues and supporting worthwhile causes within the rental landscape. We haven't decided exactly what those causes or initiatives will be yet, and that's another area where we'd welcome ideas and input. We'd love this to become something that doesn't just get people talking, but eventually contributes something positive too.
And that's pretty much where we are today. No enormous strategy document, no carefully choreographed campaign with twelve months of activity already planned out, and certainly no grand claims that we're about to single-handedly transform the rental sector. Just an idea we believe in, a message we think matters and a genuine curiosity about where it might lead.
Maybe it'll develop into an ongoing series of conversations with renters. Perhaps we'll find ways to support some brilliant people and organisations doing important work. Hopefully we'll challenge a few perceptions along the way, including some of our own. We're keeping an open mind, and we'd much rather see where the conversations take us than decide all the answers in advance.
If any of this strikes a chord, we'd love you to get involved. Whether you're a renter, a landlord, someone working in the industry or simply someone who believes that everybody deserves a place they can genuinely call home, we'd really like to hear from you. Tell us what you think, share your experiences, suggest an idea or let us know if you'd fancy one of those hoodies.
Otherwise, for now, stay tuned. We'll share more as things develop, and hopefully have a bit of fun figuring it all out together.
Because at the heart of it, our belief is pretty simple.
It's not 'just renting'. It's home!
And we reckon that's something worth talking about.
