Citra Living Rebrands as Lloyds Living: A New Era in Private Rental Housing

In a significant move that underscores its commitment to the private rental sector, Citra Living, the rental arm of Lloyds Banking Group, is undergoing a rebranding to become Lloyds Living. This strategic shift comes as the financial giant intensifies its involvement in the Build To Rent (BTR) market, aiming to provide high-quality rental experiences for tenants across the UK.

Expanding the Portfolio

Lloyds Living’s latest acquisition marks a notable expansion of its housing portfolio. The company has successfully acquired 821 homes from existing Build To Rent schemes developed by Gatehouse, bringing its total number of rental units to approximately 5,000. This growth is not just about numbers; it represents a commitment to enhancing the quality and availability of rental housing in the UK.

The newly acquired homes are situated across nine sites in the North West and Midlands, regions that are increasingly becoming focal points for rental demand. The portfolio includes a diverse mix of two, three, and four-bedroom homes, along with 72 low-rise apartments. This variety caters to a broad spectrum of tenants, from families to young professionals, ensuring that Lloyds Living can meet the diverse needs of the rental market.

Commitment to Quality and Sustainability

One of the standout features of Lloyds Living’s portfolio is its impressive occupancy rate, currently standing at 99%. This high demand reflects the quality of the homes and the desirability of the locations. Furthermore, the properties boast Energy Performance Certificate (EPC) ratings of B or higher, placing them in the top 10% of energy-efficient homes in the UK. This commitment to sustainability not only benefits the environment but also translates into lower energy costs for tenants, enhancing their overall rental experience.

A Trusted Landlord

As part of its rebranding, Lloyds Living aims to position itself as a trusted landlord, focusing on providing a stress-free and reliable rental service. The bank emphasizes its dedication to offering good value and high-quality rental experiences, which are essential in today’s competitive housing market. By fostering a sense of security and stability, Lloyds Living hopes to help tenants feel at home, encouraging them to put down roots and contribute to the growth of their communities.

The rebranding to Lloyds Living, complete with the iconic black horse symbol, reflects the bank’s long-standing history and reputation. This new identity is not just a cosmetic change; it signifies a deeper commitment to the rental sector and a promise to uphold the values that have made Lloyds Banking Group a trusted name in finance.

Management Partnerships

To ensure the effective management of its growing portfolio, Lloyds Living has partnered with established agency groups, including Ascend and Lomond. These partnerships are crucial for maintaining high standards of property management and tenant satisfaction. By leveraging the expertise of these agencies, Lloyds Living can focus on its core mission of providing quality housing while ensuring that tenants receive the support they need.

Conclusion

The rebranding of Citra Living to Lloyds Living marks a pivotal moment for Lloyds Banking Group as it deepens its involvement in the private rental sector. With a growing portfolio of high-quality, energy-efficient homes and a commitment to being a trusted landlord, Lloyds Living is poised to make a significant impact on the rental market. As the demand for rental housing continues to rise, Lloyds Living’s approach could set a new standard for quality and service in the industry, ultimately benefiting tenants and communities alike.