In the UK, Housing and affordability are firmly at the top of the political agenda; a decline in property ownership and the growth of ‘generation rent’ are problematic in a society built around a culture of homeownership. The immature, rapidly expanding Built to Rent (BTR) sector has been championed as a solution to these challenges, and beyond. Its retained model of management and development potentially aligns profitability and resident satisfaction, encouraging tenants to feel at home in rental properties. The research examines how ‘home’ is conceived, breaking the concept down in four component parts: personal, social, constant and secure. Drawing on qualitative analysis, conducted through the case study of East Village, London, the research examines how BTR providers might be nurturing a sense of home in their developments. Findings suggest that BTR providers are employing personal, social and management tools to build self-expression and community identity, encourage choice and interaction, and offer greater security and services to residents. However, as evidenced through the research, the residents’ views on the success of these tools is considerably varied.