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The analysis focuses on how additional amenities, such as concierge services, gymnasiums, and residents lounges, impact rental values in London’s Build to Rent sector. By examining 68 buildings and collecting 149 datasets, the research addresses a gap in understanding the local market's response to onsite amenities, contrasting it with assumptions based on North American multifamily housing. This study is particularly relevant as the number of Build to Rent developments continues to rise in London, highlighting the need for informed insights in this evolving market.