Prague's institutional rental housing market entered a new phase of maturity in the H2 2025. With 3,220 units operating across 22 private build-to-rent (BTR) projects and record-low vacancy rates of just 2%, the market is showing strong demand for professionally managed rental housing.
However, a new international benchmarking tool reveals significant room for improvement in customer experience.
BTR Group has introduced HereSay mystery shopping to the Czech market - a tool that evaluates the entire rental process from a potential tenant's perspective. The methodology, developed by London-based partner SAY Property, allows comparison with over 120 rental projects in mature BTR markets including the UK and Australia.
"In overall ratings, the Czech Republic ranked fourth out of five countries surveyed, approximately ten percentage points below the international benchmark," says Zuzana Chudoba, CEO and Founder of BTR Group. "Results from Prague projects remained below the level of developed markets across all categories, confirming considerable scope for improvement."
"Today's low vacancy rates in Prague BTR projects might make customer experience seem less critical. However, as more projects enter the market, communication quality, viewing experience and follow-up work will distinguish successful projects from average ones," explains Tomáš Starík, Commercial Director at BTR Group.
Data from established BTR markets confirms that systematic work on customer experience has measurable long-term impact. SAY Property's analysis shows projects that regularly monitor and actively work on customer journey demonstrate gradual and stable improvement in overall ratings over several years, while projects without active data engagement remain at similar levels long-term.
