When it comes to Build to Rent (BTR), few people know the sector quite like Justine Edmonds, Head of Build to Rent at LRG.
From site visits in a hard hat to strategic boardroom discussions, Justine’s role bridges design, delivery and long-term operational performance – all while leading one of the most experienced teams in the BTR space.
We caught up with her to talk about her day-to-day, the opportunities shaping the sector, and what keeps her inspired.
As Head of Build to Rent at LRG, what does a typical day look like for you (if there’s such a thing?)
No two days are the same – and that’s exactly what I love about it.
One day I might be walking a site in my hard hat discussing unit mix and layout: the next I’m meeting investors or operators to explore new portfolio strategies.
A big part of my role is connecting the dots, between design, data and delivery, ensuring every scheme not only performs financially but also creates home residents genuinely want to live in. My team spans the full lifecycle from consultancy to mobilsation, so my days are a mix of strategic leadership, client engagement and occasionally, crisis navigation!
From your perspective, what are the biggest opportunities for investors and developers in Build to Rent right now?
We are at an interesting inflection point. While yields have tightened, demand fundamentals have never been stronger – especially outside London.
The opportunity lies in creativity: repurposing sites, optimising density without losing quality and exploring Single-Family Housing and suburban formats alongside traditional multifamily. Investors who think long-term and take an operational mindset, focusing on brand, experience and retention, will be the ones that outperform over the next cycle.
Affordability and sustainability are hot topics. How do you see BTR balancing both without the compromise of quality?
For me, it’s about smart design and specification, not cutting corners.
Sustainability isn’t just about solar panels – it’s about durability, maintenance and resident wellbeing.
Affordability can be achieved by designing efficiently, making use of modular and MMC solutions, and being data-led around what residents actually value. The most successful scheme will find that sweet spot where sustainability supports efficiency and affordability.
If you could change one policy or planning challenge to help accelerate delivery of BTR homes, what would it be?
Consistency. Every local authority interprets BTR differently, and that creates uncertainty and delay.
I’d like to see a more standardised national framework for Build to Rent within planning policy – one that recognises its distinct funding and management model. If the sector is to scale meaningfully, it needs planning certainty and a faster, more transparent process.
What’s the most rewarding part of the role?
Seeing our schemes come to life – from the first feasibility model to handing over the keys to the first residents. But also, leading and developing the team that delivers them. Watching people in my team grow, gain confidence and start leading their own projects is something I take huge pride in.
Can you share a memorable project or moment that made you proud to be part of LRG’s Build to Rent journey?
Seeing Buckler’s Park, Legal & General’s first Suburban Build to Rent scheme, come to life has been incredibly rewarding.
I was involved from the very start, when it was literally just a field. Watching it evolve from drawings and data into a thriving community has been one of those full circle moments that reminds me of why I love this sector.
It’s proof of what happens when great design, strong partnership and long-term thinking all come together.
Quickfire Round
Biggest work ‘ick’: Meetings that have no real purpose or agenda
Advice to your younger self: Don’t shrink to fit in rooms you’ve outgrown
Heels or flats: Heels always stay on - you can usually hear me before you see me
Dream development to live in: Without a doubt, Viaducts in Manchester - absolutely stunning, and I LOVE Manchester
Hidden talent: I was almost a black belt in Shotokan Karate!
Daily non-negotiable: Reading a book for at least 30 minutes
Favourite scent: Good Girl by Carolina Herrera
Final Thoughts
Justine’s perspective captures the evolution of Build to Rent – a sector built on people, purpose and long-term value. Her leadership is helping shape how LRG delivers homes that are not just well-designed but genuinely loved by the people who live in them.
